WARSAW, Poland, December 21, 2021 (GLOBE NEWSWIRE) – Christmas is the biggest holiday and shopping season in the world. It is celebrated all over the world by most of the people and it is the most awaited moment by consumers in the Western Hemisphere. Since the COVID-19 epidemic, the concept of Christmas “together” has changed and economic constraints have had an impact on the purchasing power of households. TGM Global Christmas Consumer Survey aims to better understand how retail customers behave during one of the most important holiday weeks in the world.
The aim of this study was to understand and capture the unique pre-Christmas behavior and its impact. TGM’s report shares in-depth information about consumers across five continents and how businesses and marketers can connect during this time. The survey included 17 countries with a representative sample of 800 countries on average. The total sample size was 14,250 using online market research panels, representing more than a billion consumers worldwide.
The majority of respondents (87%) said Christmas is the most anticipated season of the year due to the opportunity to spend time with family. However, gatherings will remain small in 2021, with an average of seven people, and most people have chosen to travel locally by car. Seventy-three percent said Christmas has been worse during the pandemic, and one in five said the restrictions will hamper the ideal Christmas celebration.
The most notable results of the recently published survey are as follows:
• 72 percent of total respondents plan to use a video call to celebrate Christmas with their family.
• 32 of all respondents plan to shop online for Christmas.
• Two-thirds of respondents expect 2022 to be better than 2021.
• A total of 55% of respondents from North America started preparing for Christmas 3-4 weeks to over a month earlier, the earliest compared to Europe, Latin America and the rest of the world,
• A majority of respondents plan to spend Christmas dinner with their family, regardless of location. The next higher categories included cooking together, decorating, and watching movies.
• One in five respondents expects to be affected by COVID restrictions, and half of people in North America and Europe plan to limit meetings with family and friends due to health risks
• Three in four respondents in Latin America and the rest of the world said they would limit meetings.
• Among those surveyed, the average size of family gatherings for Christmas was 7.3 people, with a maximum of 9.8 in Latin America and a minimum of 5.6 people in Europe.
• Only 30 percent of those contacted said they plan to travel with their vehicle. Six percent combined said they plan to travel abroad for Christmas.
• The largest increases in respondents’ spending compared to last year were for food, drinks and gifts, at 33 percent and 30 percent respectively.
• About ten percent of survey respondents said they plan to use a loan to finance their vacation expenses.
• 48% said 2021 was worse than the average year, and 61% said 2022 will be better than 2021.
Commenting on the results of the survey, Greg Laski, CEO of TGM Research, said: “The pandemic has brought about many changes. However, during this holiday season, we have the opportunity to reconnect and reconsider our priorities on a global scale. We commissioned our TGM Christmas Global Survey to better understand how consumers around the world are approaching this new reality and what the outlook is for 2022. ”
TGM Research results show that compared to the previous year, there will be signs of improvement this year in terms of Christmas spending. However, it is unlikely to bounce back from pre-pandemic trends. The survey provides several key points related to consumer spending this Christmas.
The full results of the TGM Christmas Global Survey 2021 are available online at: https://tgmresearch.com/christmas2021-global-survey.html
Founded in 2017, TGM Research is a data and insights company specializing in online market research. With access to more than 4 billion consumers worldwide and to our exclusive online market research panels, TGM helps businesses, academic and educational research to identify, connect and engage with the people who matter. To do this, we capture the declared first party data. We help understand, segment, target and engage with your target audiences globally through research that moves at the speed of culture.
More on: https://tgmresearch.com
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