What Brits Are Really Buying This Christmas (Hint: It’s All About the Bottom Line)
The Big Picture: Spending, Stress, and Sustainable Shopping
When the holiday season rolls around, everyone gets ready to splash out. But the cost‑of‑living crisis is pulling a hard animal on that budget, making shoppers put price tags on top of eco‑credibility.
Manhattan Associates and YouGov have just released a fresh study that shows what’s really driving online purchases in Britain right before Christmas.
The Numbers Nobody Wants to Hear
32 % of Brits do not actively hunt for sustainable products or brands when they shop online.
64 % think sustainable packaging is a must.
53 % want products that can be recycled or reused after they’re returned.
56 % are willing to wait for a single, climate‑friendly delivery that bundles all their parcels.
Why Money Trumps the Planet
Craig Summers, the big boss at Manhattan Associates, says:
“It’s the holiday rush, but the economy’s making customers pin their hopes on lower prices. Pretty much cost wins over sustainability and convenience this year.”
In plain English: the cold hard cash of the day gets the nod over a green conscience. Shoppers are digging into their wallets first, even if it means dodging a brand that offers faster returns or greener shipping.
What Happens When the Bells Stop Ringing?
Once the frenzy winds down, the story shifts a bit. Britons still care about the planet – the data shows a genuine consumer push for greener practices.
- Big brands must juggle sustainability and affordability. Rethink product design from the ground up to make items recyclable.
- Use eco‑friendly materials from the start.
- Cut emissions in the supply chain: consider local sourcing, enforce stricter supplier standards, and keep track of how goods move.
Doing the math isn’t easy, but companies that get a handle on these green plays while still keeping prices low will win the long game.
2023: A Year of Tightened Wallets
Inflation, higher interest rates, and a wobbly macroeconomy made 2023 tough for both shoppers and retailers.
Summers notes,
“We’re still feeling the pinch, and customers are prioritising cost over everything else right now. Even as the holiday ends, we’re hoping to see a little green spark once the economy starts to recover.”
So, if you’re planning your next shopping spree, keep an eye on the price, but remember there’s a growing group who’s ready to buy a bit more sustainably – just when it fits the budget.
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