Holiday Season Electronics Trends Shaping UK Consumer Shopping in 2024
New Way International Ltd
Global Electronics Distributor since 1999 | ISO 9001:2015 & 14001:2015 Certified | New & Refurbished Mobile Devices.
As the 2024 holiday season concludes, UK shoppers have shown clear patterns in their festive buying behaviour, particularly in the electronics sector. From Black Friday and Cyber Monday to Christmas and the final days leading up to New Year’s sales, consumer choices this year reveal a blend of careful planning and spontaneous purchasing. These insights offer a valuable foundation for businesses looking ahead to 2025.
Electronics: A Festive Favourite
Electronics remain a perennial favourite during the holiday season, with 45% of UK adults planning to purchase electronic devices as Christmas gifts. Leading the charge are smartphones (15%) and headphones or earbuds (12%), followed closely by smart TVs, laptops, and tablets.
Interestingly, 59% of respondents indicate no plans to buy electronics this season, a trend reflecting varied consumer priorities amidst financial constraints. For retailers, this presents an opportunity to highlight the value, utility and affordability of their offerings to sway potential buyers.
Timing is Everything: Key Shopping Periods
The holiday shopping calendar revolves heavily around Black Friday, Cyber Monday, Christmas-boxing Day and New years’ pivotal moments that influence consumer purchasing decisions. 2024 holiday shopping unfolded across four key periods:
Black Friday, Cyber Monday
Christmas Sales
With 13% of gaming console purchases and 12% of smartwatches/fitness trackers occurring in December, the pre-Christmas rush was significant. While it did not match the scale of Black Friday, the week leading up to Christmas saw retailers capturing a portion of last-minute shoppers with enticing promotions and in-store availability.
Anticipated New Year’s Sales
Although specific data on New Year’s sales is not always segregated, retailers often observe a continuation of December trends during these five days. With discounted items attracting value-driven shoppers, this period likely accounted for another notable share of electronics purchases, as consumers looked to spend Christmas gift cards or take advantage of clearance deals.
Businesses who maintained competitive offers through these distinct phases capitalised on varying shopper motivations—from planned purchases during Black Friday to spontaneous buys in late December.
The Paradox of Sales
While only 14% of UK shoppers explicitly plan to shop during holiday sales, a remarkable 50% report being motivated to spend more when presented with discounts. This paradox highlights the importance of well-strategised pricing and targeted marketing to convert undecided shoppers into buyers.
Omnichannel Shopping: A Critical Strategy
UK consumers continued to rely on a blend of online and in-store shopping to meet their festive needs. Consumers are embracing a mix of online and in-store shopping:
To capitalise on these behaviours, businesses must ensure a seamless and integrated shopping experience across all channels, particularly as last-minute Christmas and New Year shoppers seek convenience and efficiency.
Capturing Loyalty During the Festive Period
Loyalty is up for grabs during the festive season, with 80% of UK shoppers purchasing from new online stores during Black Friday. The holiday period provides a prime opportunity to cultivate long-term relationships by offering personalised experiences, free shipping, and attractive discounts.
For high-ticket electronics like laptops and smart TVs, consumers are especially discerning, often exploring three or more brands before making a purchase. Ensuring product discoverability and clearly communicating unique value propositions is key to standing out.
Recommended by LinkedIn
Value-Driven Choices in 2024
Despite financial challenges, UK consumers are adopting a "value-first" approach, closely tracking discounts and exploring options such as second-hand products and flexible payment plans to make purchases more accessible:
Retailers that address these needs through transparent pricing, sustainability initiatives, and affordability options will likely resonate with cautious yet aspirational shoppers.
Preparing for 2025: Learnings from 2024
As businesses transition into 2025, the trends from 2024 provide a roadmap for future success:
Key Takeaways for Businesses
To thrive in the dynamic and competitive landscape of the Christmas and New Year holidays, brands should focus on:
The 2024 holiday season reflected a mix of tradition and adaptation as UK consumers navigated the festive shopping landscape. By meeting their needs across key sales events and offering standout value, businesses can not only close the year on a high note but also enter 2025 with momentum and confidence.
The festive season is a time of celebration, connection, and giving. For businesses, it represents a unique opportunity to not only meet consumer needs but to build relationships that extend well into the New Year. By aligning with the latest trends and maintaining a customer-centric approach, brands can ensure a prosperous holiday season and a promising start to 2025.
Disclaimer: The views expressed herein are solely those of the author and do not reflect or represent the opinions or positions of any institution or organisation.
Image credits: New Way International Ltd
References:
#shoppingtrends #holidaysshopping #consumerelectronics #UKconsumer #businesses