Xmas-survey by RTL AdConnect

Nearly two thirds of Britons are planning to ramp up their Christmas celebrations this year to make up for the Covid lockdowns and the partial “cancellation” of last year’s festivities, according to a study of European attitudes to Christmas by sales house RTL AdConnect, conducted in collaboration with Sociovision.

The survey of 4,000 adults in the UK, France, Germany and Italy found that some 62% of Britons expect to celebrate Christmas 2021 “a lot more than in previous years.” Meanwhile, 63% said they would take the opportunity to do the shopping they have been deprived of in recent months. The study terms this “revenge spending.” A quarter of respondents – 25% - said they planned to spend more on Christmas this year than in past years.

The British emerged as the keenest fans of Christmas among Europeans, with 76% of Britons agreeing that Christmas 2021 “will be wonderful” compared to 67% of Italians and only 51% of Germans.

Some 83% of Britons say they enjoy giving Christmas gifts and nearly half of Europeans write a detailed list or drop hints to their loved ones about the presents they want. The most popular presents across Europe are technology devices and applications followed by fashion, beauty, experiences and vouchers.

Over a fifth of Britons buy many of their presents before the end of summer and a quarter – 25% - start making their Christmas lists before autumn sets in. Over a tenth of Britons buy presents during the summer sales and a similar number buy presents on Black Friday.

Some 51% buy presents online, 17% from shops and 29% from both.

Inspired by ads and brand websites

Among Europeans, 42% find inspiration for their presents from advertising and communications while 19% find inspiration from brand websites. This underlines the importance of curating brand websites to optimise them for Christmas.

When making their Christmas lists, 29% of Britons state the exact brand they desire. And 44% say they prefer giving products from big brands rather than non-branded or unknown brands.

Interestingly given the debate about Brexit, 44% of Britons say they are going to favour products made in the UK as presents, with 16% favouring products made in Europe.

People are becoming more accepting of second-hand presents, with 29% of Britons saying they would prefer something second-hand while 39% saying they would prefer something new.

Daniel Bischoff, CMOO, RTL AdConnect says, “Christmas is a great opportunity for advertisers to strengthen the connection with their consumers and boost sales. At RTL AdConnect, our mission is to help advertisers navigate the different European markets, to reach their audiences in the most effective way. Our European Christmas study reveals how consumers are approaching the festive period, and as ever it’s fascinating how diverse trends, expectations and consumption habits vary across markets.”

RTL AdConnect’s quantitative survey was carried out in the UK, France, Germany and Italy among 1,000 adults aged 18 – 65 in each country. The 10-minute questionnaire was conducted online between June 29th and July 16th  2021.

To receive the full report, please contact RTL AdConnect directly at: info[at]rtladconnect.com

About RTL AdConnect

RTL AdConnect is the international Total Video sales house of RTL Group and beyond. It provides international advertisers a simplified access to a global premium and brand-safe total video inventory ensuring that the right media decisions are made for pan-European campaigns.

Thanks to its media partners from RTL Group and beyond, RTL AdConnect reaches around 160 million potential consumers in Europe every day. RTL AdConnect offers exclusive solutions around high quality content across an extensive portfolio of media partners consisting of more than 150 TV channels, 300 digital platforms and 40 radio stations in 12 countries. With 360-degree solutions, RTL AdConnect supports brands on every step of the way, offering full support from start to finish, ensuring high reach, deep market insights and cross-screen solutions.