So what kind of Christmas shopper are you?

The report found that Scots are likely to an average of 415 each this Christmas. Picture: Getty
The report found that Scots are likely to an average of 415 each this Christmas. Picture: Getty
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BRITISH shoppers fit into eight different “tribes”, according to a report into the shopping habits of consumers in the run-up to Christmas.

A study into the types of shopper found that people fitted into eight distinct groups, depending on whether they shop alone or with others, on the high street or online, or if they wait for bargains or buy things as soon as they see them.

The report, commissioned by retailer Argos, found that Scots are likely to spend more money on Christmas gifts than people in most other regions of the UK, forking out an average of £415 each.

The figure was only higher in Wales, where people typically spend £434 each and the north east of England at £464.

The most popular shopping “tribe”, the report found, is the Secret Shoppers, who shop alone and are least likely to be influenced by other people’s opinions, followed by Advos – making up one in five shoppers and who are loyal to their brands and prefer to click and collect so that they can get their product immediately.


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The group most likely to be shopping right up until Christmas Eve are Radar Shoppers, who will hit the stores at the last minute because their purchasing is impulsive and unplanned.

Shopping Einsteins, who make up 8 per cent of all shoppers, tend to wait for flash sales, with roughly eight million of them expected to shop in bed or even on the toilet in a bid to research and grab bargains before anybody else.

Meanwhile, Digital Magpies, comprising a similar proportion of people, use technology and are most likely to shop at work.

Despite all of the modern day gadgets, one in ten shoppers – known as ReTrads – still prefer to go into a shop for face-to-face advice and interaction before buying a product.

Also, nine out of ten Peacocks, who love to shout about their purchases on social media, will be hitting the high street this Christmas. They comprise one in forty shoppers

Finally, Cruisers, who make up 10 per cent of shoppers, have the most time on their hands and like the social side of hitting the high street and retail parks for all of their shopping.

Leigh Sparks, professor of retail studies at Stirling University, said: “People do plan the way they are going to shop to a certain extent but I think, this year particularly, their behaviour might be influenced by the fact that some online retailers are struggling to get the products through to the consumer as a result of high online demand.

“Whatever the reason, if retailers don’t deliver, it will have an effect on them. In turn, local shops could find more people shopping there if they can buy the product on the spot.”

The report also found that only six out of ten people who work 50 hours or more in a week will visit the high street in person, and are more likely to do the majority of their shopping online.

Cathy Barnes, professor of retail innovation at Leeds Beckett University, which co-authored the report, said: “The face of Christmas shopping has changed. Savvy shoppers now blend trips to the high street around planned online sessions through their mobiles and other devices.

“The research presented in this report shows how different our shopping habits are in 2014 compared to just a few years ago.”

The study revealed 2.8 million shoppers are likely to buy some of their Christmas presents through click and collect this year – reserving items online and then picking them up at a store. Meanwhile, only one in ten people are doing all of their Christmas shopping online.

Stephen Vowles, Argos marketing director, said: “The acceleration of technology and its impact on our lifestyles means the way we shop is changing.”


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