The busy Christmas shopping period is about to get even busier as December rolls around, but the good news for retailers is that they should be in for a successful season of sales.

While the last few Christmases have seen Brits tighten their purse strings and be more prudent when it comes to their festive purchases, this year many are planning to spend a bit more now that the country is finally out of a recession.

According to Mail Metro Media’s recent data, 20 per cent of the population are likely to have a Christmas that was typical prior to 2020, while 46 per cent are hoping to have a more ‘normal’ festive period for the first time in four years. Together, this amounts to 34.4 million Brits.

In fact, more than half of the country (55 per cent) believe it is important to indulge at Christmas, even if their finances are restricted. 

In order for retailers to get as many sales as possible, they need to tailor their goods and marketing to the different groups of spenders.

As Retail Week reports: “Adaption will be vital for retailers who want to attract spending from all three of our groups, as will timing.”

Many shoppers, particularly those who have more financial worries, will have already started buying presents, food, wrapping materials, cards, drinks and decorations.

In fact, Yesmail Interactive revealed 13.8 per cent of the UK begin before the end of summer, 5.8 per cent start in September, 18.5 per cent are festive shopping in October, and 31.7 per cent get the ball rolling in November.

However, there is still plenty of time to improve your marketing to Christmas shoppers, starting with making sure retail maintenance is up to scratch so the store looks as appealing as possible.