A prolonged heatwave in the UK and major sporting events during summer 2018 boosted spending on items such as outdoor and gardening products, BBQ food, and holiday clothing, with consumers judging Tesco to be the retailer that had promoted its summer ranges the best, according to GlobalData, a leading data and analytics company.
The company’s latest report, Summer in the UK 2018, reveals that 43.3% of consumers spent on summer this year, including retail products and leisure. Despite spend on retail dominating, spend on leisure increased as a proportion of overall spending, as UK consumers took advantage of the great weather.
Emily Salter, retail analyst at GlobalData, comments, “Price continued to drive retailer choice for summer products, as low price was an important influencer for 55.4% of food and grocery shoppers, and 54% of holiday shoppers. The significance of price was despite an increase in perceived financial wellbeing.
“Along with the heatwave, price-focused retailers could take advantage of the 46.6% of consumers who watched the FIFA World Cup, thus capitalizing on the increase in overall summer spending, with retailers such as ASDA, Primark, and Aldi increasing their purchaser shares across summer product categories.”
Many consumers also rated price-led retailers amongst the most successful at promoting summer ranges, with ASDA, Primark, Aldi, Morrisons, and Lidl all featuring. Grocers proved to be the best at communicating their summer products, as more consumers bought summer holiday products and general summer items, verifying the importance of value for money and convenience.
Salter concludes, “Summer provides grocers with a substantial opportunity to capture spending from disloyal shoppers, as 13.6% of consumers switched from their normal retailer when purchasing summer food and grocery items. The choice of more unusual products and quality proved to be important reasons for consumers switching to another retailer, so grocers should focus on product innovation to capitalize upon the demand for interesting, good-quality seasonal goods.”