Understand how Irish consumers will shop this Christmas

Understand how Irish Consumers will Shop this Christmas

This year, Irish consumers are planning to spend more at Christmas. And where this is reflective of the current economy, overall shopping patterns have changed and are very different from the boom-time behaviours we saw in the past.


Irish consumers will be more cautious in their spending this Christmas, with almost a 1/3 setting a budget for spend across the season. The most notable difference is the switch to online shopping, with the majority of people planning to shop across both online and bricks & mortar stores.


One thing that hasn’t changed is the generosity of Irish consumers. Most of their spend will go towards gifts, and by comparison Irish consumers will spend over €100 more on gifts than UK consumers in 2018, and far more than the EU average.

The research findings are available for download below;

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MediaCom Ireland, The Irish Times and The Marketing Institute of Ireland present