Over a third (35%) of consumers in the UK do not want to see adverts for ‘traditional’ extravagant Christmas’ this year, according to research from insights platform, QuMind.
The finding comes after the same survey showed that 80% of people are concerned about spending this Christmas, and 43% fear they will not be able to enjoy Christmas as much as last year given the increase in costs.
More than half of consumers (56%) are not sure if they will be able to buy as many presents this Christmas and 50% said they will spend less on decorations. In addition, one-third stated that they will not spend as much on food as groceries, alcohol and treats (39%, 51% and 39%).
Mark Ursell, CEO of QuMind, commented: “Brands need to be sensitive to the situation their customers are facing. The typical Christmas adverts showing extravagant celebrations are just not reflective of the celebrations that much of the country will be having this year.
“Furthermore, they risk adding greater concern and pressure on the majority of Brits that are already worried about Christmas spending. As the country faces continued economic difficulties, brands must take the time to understand and on act on what is important to their customers.”
NAM Implications:
- A balance between escapism and (painful) reality.
- And 80% of consumers concerned about spending this Christmas…
- …has to be concerning for suppliers and retailers.
- Hopefully, advertising agencies have been fully tuned in to prevailing consumer attitudes for months…
