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Get set for an early Christmas

Housewares retailers could expect an early start to Christmas trade this year as some consumers starting to plan their perfect festive season during lockdown. Pinterest noticed Christmas related searches as early as April.

The early interest was highlighted by Phil Pond, director of Scarlet Opus in his Trend Talks for Exclusively Digital (www.exclusivelyshows.co.uk). Phil also acknowledged that the pandemic has “strengthened the desire” for all of the homely rituals of Christmas. He linked the enjoyment of rituals to Scarlet Opus’ Earth Age deign trend for Winter 2020 onwards.

Consumers will savour the festive traditions of food preparation, table settings, sitting down to a meal and clearing away. The popular ‘look’ for Christmas 2020 could correspond to the Earth Age trend – with deep blues contrasting metallic. However, Phil also recognised that many consumers will turn to the comforting blend of traditional gold, red and green for their Christmas table settings and decorations.

Above: Scarlet Opus’ montage of images for an Earth Age Christmas – the trend will influence table settings, as well as consumers’ appreciation of Christmas dining rituals. The image was used by Scarlet Opus’ Phil Pond in his Trend Talks webinars for Exclusively Digital.
Above: Scarlet Opus’ montage of images for an Earth Age Christmas – the trend will influence table settings, as well as consumers’ appreciation of Christmas dining rituals. The image was used by Scarlet Opus’ Phil Pond in his Trend Talks webinars for Exclusively Digital.

Meanwhile, some optimism for housewares and home retailers comes from a recent survey by money.co.uk, which says UK consumers intend to increase their spending this Christmas. “Sixty-four per cent of those we polled said they intended to spend more, or at least as much, on Christmas presents in 2020 as they did in 2019,” confirmed Salman Haqqi, personal finance expert at money.co.uk. “Three in 10 of those said they will spend more because lockdown has been so tough on everyone and they want to treat the family, with a further 23% saying they’d managed to save money during lockdown so they intend to splurge a little.”

According to the report, shoppers said they intended to spend an average of £780 on Christmas presents for family, loved ones, friends and work colleagues last year, but the figure is likely to sky-rocket to £965 this year.

 

Top: A recent report suggests there will be increased spending on Christmas gifts this year.

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