35% of Brits stocking up early to avoid Christmas disappointment


Research conducted by YouGov on behalf of Manhattan Associates, supply chain and omnichannel commerce experts, shows that 35% of British consumers will start stocking up on Christmas supplies early to beat supply chain shortages.

The aftermath of COVID19, Brexit challenges, HGV driver shortages, staffing & supply chain issues have all combined to put Christmas in the spotlight this year. More than a third (35%) of consumers surveyed said that they will be stocking up on Christmas supplies and presents earlier than normal this year, in an effort to ensure that they can still have the Christmas they want.

Consumers have also been warned of a potential shortage of Christmas trees and higher prices, with 75% of shoppers saying they will shun the high-street and continue to shop online, getting goods and gifts delivered to their homes in order to secure Christmas items and gifts ahead of time. Additionally, a third (34%) of shoppers intend to continue to use services like click and collect, shining a bright light on the importance of supply chain as peak season approaches.

Additionally, the UK could face a national shortage of turkeys this yuletide, brought about by labour shortages. While the seasonal turkey population may get a reprieve this year, consumers said that they’d consider alternatives such as chicken (49%), beef (42%), or gammon (24%).

Craig Summers, UK Managing Director, Manhattan Associates commented: “While there is a very real prospect of supply chain challenges in the UK in the run up to Christmas, and it is potentially good news for British turkeys, it should come as no surprise that more than a third (35%) of shoppers are looking to start to do their Christmas shopping early.

“With three quarters of consumers (75%) suggesting that they will continue to shop online this Christmas, and a third (34%) of shoppers also intending to continue to use services like click and collect, it shines a bright light on the importance of supply chain as peak season approaches.

“With less than 100 shopping days until Christmas retailers will not only be looking at the resiliency and efficiency of their warehouse and transportation management functions; but also their ability to provide a frictionless customer experience across all combinations of channels a customer may choose to use during the busy festive season.”

Other findings of note:

– 45% of consumers would use independent retailers from Etsy or Not on The Highstreet to buy gifts for Christmas this year

– 58% of consumers will still continue to use Amazon for Christmas gifts

– 48% of consumers will not shop for Christmas gifts on Black Friday or Cyber Monday

– 24% of consumers will choose to have lamb over turkey this year

– 75% of consumers will continue to shop for gifts online and get items delivered to their homes

– 34% of consumers will use click and collect services to get their christmas gifts

– 33% of consumers will continue to shop online rather than in store

– 57% of consumers will shop for alternative gifts (such as vouchers) if their first choice was unavailable due to stock shortages

– 43% of 18 – 24 year olds will do some Christmas shopping on Black Friday and Cyber Monday

– 82% of 25 – 34 year olds will buy gifts online and have them delivered to their home