- Over 55s least likely to be marking the transition into 2016
- 18-34s most likely to be spending more on New Year’s Eve than other age groups.
- Those in the south more likely to buy champagne than those in the north; those in the north far more likely to buy lager than people in the south.
Nearly a third of British adults have no plans to celebrate the start of the New Year this year, according to the latest Bridgethorne Shopper Index from shopper and category management specialist Bridgethorne.
The survey found it is the younger age group (18-34s) who will be celebrating most (a significant 85% have plans) whilst the older age group – the over 55s – is the demographic group least likely to be marking the transition into 2016 with 40% saying they have no plans. Of those who will be partying, 71% will be doing so at home with only a quarter of the 18-34s and just 28% of the 35-54 age group planning to go out.
This makes New Year’s Eve this year a retail opportunity to probably match only Christmas. This second bite at the cherry for retailers could be centred on drinks, both soft and alcoholic, and ready prepared party food. Spirits seem to the drink of choice for UK shoppers with lager and Prosecco running a close second. The 18-34 age group is the demographic most likely to be spending more on their New Year’s Eve than the others. A fifth of over 55s expect to spend less than they did last year.
The celebratory drinking habits of the UK’s shoppers are marked between the North and South of the country: with the South having a greater preference for Prosecco and Champagne and the North more for lager and red wine. When it comes to welcoming in 2016, more of us across the board expect to toast the New Year with Prosecco rather than Champagne. Prosecco is the drink of choice for 40% of the 18-34s but just 15% of the over 55s. The over 55-age group is far more likely to toast the New Year with just red or white wine. Men are far more likely to buy red wine for New Year’s Eve than women, who are far more likely to buy white wine or Prosecco.
“These shopping and consumption preferences once again highlight the need for effective shopper understanding and targeting by brands and retailers,” explains John Nevens, Joint Managing Director, Bridgethorne.
“Accepting that shopping and consumption preferences are different both from a regional and age perspective means businesses and retailers could range, promote and sell even more effectively; a vital combination for all in the loyalty battleground,” Nevens adds.
The Bridgethorne Shopper Index is a survey of shopper opinions from shopper and category management specialists Bridgethorne, that gauges satisfaction, loyalty and future propensity to purchase.