Third of Northern Irish shoppers set to spend more this Christmas season
It appears that Northern Irish shoppers are bucking the trend this festive season, with one in three (31%) consumers planning to spend more on festive gifting and celebrations.
Consumers in Northern Ireland have also been revealed as the UK’s most organised festive shoppers, a new survey has revealed.
In its latest Festive Predictions Survey, PwC has uncovered that shoppers here are expected to spend £461 per head, with the top priorities being food and drink, Christmas dinner and health and beauty.
The findings will come as welcome news to retailers across the region, who are relying on a busy Golden Quarter to help boost what has been another difficult and challenging year in the sector.
The determination of NI consumers to celebrate Christmas in style despite wider economic uncertainty comes in stark contrast to consumer confidence across the UK, with only 4% of shoppers here planning on reducing their festive spending compared to 14% across the UK as a whole.
Nationally, UK consumers are expected to spend £24.6 billion on Christmas presents and celebrations this year, representing a 3.5% increase from 2024’s £23.7 billion. Average spending per adult is forecast to rise from £449 to £461, signalling cautious optimism as households prepare for the festive season.
The data positions Northern Irish consumers as among the most confident in the UK, presenting significant opportunities for local retailers and hospitality businesses during the crucial Golden Quarter trading period.
In a contrast between the generations, younger shoppers are set to spend more than other age groups, with 32% of 18 to 24-year-olds projected to spend an estimated £541 per head, while older shoppers are expected to spend less.
While overall spending on Christmas is predicted to see a slight uplift, consumers’ net spending intentions (those who say they will spend more vs those who say they will spend less) are broadly in line with last year.
Additionally, consumers in Northern Ireland are leading the shift to online Christmas shopping with 59% planning to make their festive purchases through online delivery, however physical retail continues to play a crucial role in the festive shopping experience – one in three (33%) consumers are still choosing to shop in-store, while 8% are opting for click and collect services.
The biggest winners over Christmas are expected to include food and drink, with 27% of consumers planning to spend more compared to last year. Both food (+13) and Christmas dinner (+11) categories see higher net spending intention than last year due to a combination of grocery price inflation, more family gatherings and trading up to extra special products.
Alison Blair, Managing Director Customer Experience Consulting at PwC said that new store openings across NI are well-positioned to capitalise on positive consumer spending intentions.
“From Belfast’s revitalised retail districts to fresh offerings in our market towns, success will come to those stores that can offer compelling product mixes at various price points, meeting the needs of shoppers managing budgets while celebrating special occasions and importantly, delivering an excellent shopping experience is key,” she said.
“Despite a cautious start to the Golden Quarter, the majority of Christmas shopping still happens in December. For Northern Ireland’s newest retail establishments, there’s everything to play for in building customer loyalty and establishing their place in our local shopping landscape during these crucial final weeks before Christmas.”
