
New Year’s Day Plans
Findings from our survey suggest that consistent with Christmas plans, most of UK adults (80%) plan to either stay in or not celebrate New Years at all this year. Over 35’s (85%) are more likely to shun celebrations and adhere to government restrictions than those under 35 (67%). 1 in 10 adult’s plan to visit their family or friends on New Year’s day, whilst an even smaller proportion plan to host a celebration. With most adults planning to stay in for New Year’s Eve this year, people are looking for ways to celebrate and make it special at home. Retailers will have to adapt to promote and inspire shoppers with ‘at home’ celebratory packages and speciality food and drink.Spending will mostly remain the same
In comparison to Christmas where people plan to spend less this year, three quarters (74%) of UK adults plan to spend the same amount of money on food and drink for New Year’s compared to previous years. Approximately 1 in 5 (22%) adults plan to spend less than they usually would and close to 30% of these are currently or have been previously furloughed. Retailers will have to target those on a tighter budget with ‘value for money’ and promotional products.
How can we help
At Spark Emotions, we specialise in helping our clients grow by truly understanding their customers. We are a global market research agency who combines consumer psychology and industry expertise to generate actionable insights. Through our trends and foresight business unit, we are able to help you understand the macro effects on behaviour to help you build customer-led propositions that are proven to deliver business growth. For more information contact us to see the full December Mood of the Nation report, please click here and enter your details and one of the team will be in touch. Or reach out to Binna directly using the details below
Written by Binna Chopra, Research Manager at Spark Emotions
If you have any questions, feel free to reach out to Binna via email binna.chopra@sparkemotions.com or connect with her on LinkedIn