The impact of covid-19 on holiday shopping in Europe From Morning Consult
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The epidemic is becoming more and more serious throughout the European continent, and some European countries are preparing for the “dark winter”.
A new study of 1000 adults from each country in the UK, Spain, France, Italy, Germany and Poland from October 15 to 17 aims to shed light on the continuing concern about coronavirus. The sense of nostalgia, joy or relief that holidays may bring will transform brands in major markets in Europe this quarter as anxiety intensifies due to the recent blockade.
Covid-19 has a significant impact on 71% of European consumers and their families’ holidays in 2020. But only 43% of Germans think so. 67% of Europeans think covid-19 will have a significant impact on holiday shopping decisions this year, with the exception of Germany (only 41% think so).
Whether and how will it be celebrated
Most Europeans agree that there will be fewer holiday parties this year than in previous years. And because of the pandemic, their traditions and the way they celebrate festivals will also change, although these emotions are weaker in France, Germany and Poland.
Spaniards and French, as well as many in the UK, are more likely to cancel the usual holiday party altogether this year. In the months leading up to the holiday, more than half of Spain, France and Poland were worried about their job safety, while the Germans were obviously less worried (28%).
Whether and how to spend
During the holiday season, an average of two-thirds of Europeans plan to cut spending, compare prices and cut holiday gifts. In addition, the financial difficulties and concerns caused by the economic downturn will translate into different holiday shopping behaviors in the European market:
Spanish and Italians are most likely to cut back on gifts.
Although Italians may have lower incomes this year than they did last year, Germans have much lower incomes or unemployment rates this year; this difference reflects the different ways in which these countries deal with covid-19.
Polish consumers are more likely to plan to offer experiential gifts rather than in kind this year, while reducing personal debt; likewise, Germans are the least likely to do so.
Where will you shop
While British consumers are more likely to spend most of their holiday shopping online this year (49%), while poles rely mainly on in store shopping (47%), other EU markets are less clear.
Gifts purchased and presented
European markets and the UK are divided on whether to give gifts to their loved ones but not in person: most consumers in Spain, France and Poland plan to give gifts in person, but more German and British people plan to send gifts by mail.
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