Spirits Shopping this Christmas : Expectations vs. In Store Reality

Our recent in-store survey revealed intriguing insights into shoppers' spirits-buying intentions as we approach the peak buying period. 

Key Findings:

1. Occasional Indulgence: 70% of shoppers are occasional spirits buyers, primarily purchasing for special occasions like Christmas.
2. Gifting Trends: Standalone spirits are preferred over gift sets for gifting. But is this due to limited in-store options?
3. Purchase Drivers: Price, familiar brands, and flavour top the list. A significant number will trade up to a premium brand for Christmas or buy a product that has a particular Christmas theme
4. Spending Patterns: While most plan to buy the same amount as last year, they expect to spend 15% more, potentially leading to last-minute discount hunting or opting for unbranded products.
5. In-Store Decisions: Most shoppers, particularly women, will enter the store with an open mind and choose what to buy when at the fixture. But will Shoppers be inspired to try new and special products for Christmas if their appeal is obscured by security measures? 

So the key question: Does the in-store experience align with shopper expectations? 

Have brands caused frustration and missed opportunities for both consumers and retailers.

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.