Field Agent’s 2024 Christmas Spirits Shopper Study Showdown.

Unwrapping Christmas Spirits: Field Agent's 2024 Shopper Insights

The holiday season is fast approaching, and for many, it’s a time to indulge in festive drinks for gifting & to bring joy to gatherings and celebrations.

As the Christmas Spirit flows, how are shoppers making their decisions on what to buy and why? 

Field Agent’s annual Christmas Spirits Benchmarking Study is back, and this year, we’re diving deeper into shopper intentions and in-store behaviour, to uncover which brands are truly capturing the Christmas Spirit. 

Last Year’s Insights: What Shoppers Really Wanted

In 2023, our research revealed what shoppers were looking for when buying spirits for the holiday season:

• 70% of shoppers make their purchasing decisions in-store, so how that in-store experience is shaped is crucial.

Shoppers were disappointed by:

• Uninspiring signage and navigation.
• A limited selection of engaging gift packs.
• Difficulty of finding no/low alcohol options.

So, how can retailers and brands improve? By offering clearer signage, more enticing gift packaging, and a broader range of alcohol-free options—especially as health-conscious trends continue to grow.

Our pre-store research points to several key drivers of choice:It’s clear: shoppers are still looking for the classics, but they also expect value for money and eye-catching design. Retailers and brands that can offer both will have a clear edge in the holiday season.

What Drives Spirits Choice? 

When shoppers hit the spirits aisle this Christmas, what will make them pick one bottle over another? Our pre-store research points to several key drivers of choice:

• • • Seasonal Shoppers: Spirits are purchased annually for Gifting and Parties.
    • Price is paramount, as consumers are increasingly cautious with their spending due to the ongoing cost-of-living pressures.
    • Flavour remains a strong contender, with familiar brands continuing to dominate the shelves.
    • Familiarity with well-known brands plays a significant role, with Gordon’s, Smirnoff, Bailey’s, and Jack Daniel’s topping the Christmas wish list.
    • The attractiveness of bottle design is especially important for women, with elegant packaging often making the difference in a purchasing decision.
    • Despite these priorities, many shoppers expect to buy the same amount of spirits as last year but are prepared to spend 15%+ more due to inflation.

What will Shoppers choose to buy in-store this Christmas & why?

As shoppers flock to stores with specific needs in mind, it’s clear that the experience needs to be as festive and seamless as the products on the shelves.

We're now going to send shoppers into the key multiples to identify the brands that create the most impact, what the shopper would choose to buy and why.

If you'd like to see the full results of this benchmarking study click the link below to book a meeting in for January. 

Book a meeting.