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Survey Reveals Changing Attitudes of Over 50s To Christmas
THE over 50s
are at the forefront of emerging trends in online shopping and
increased spending at Christmas but are concerned about the
festival’s commercialisation, a wide-ranging survey into their
changing yuletide attitudes revealed.
Millennium, the UK’s leading agency in marketing to the mature,
polled more than 500 people online over the age of 50 across the UK
and found that the internet has become their favourite method for
shopping, challenging stereotypes suggesting they are averse to
embracing technological developments.
28% of respondents said they preferred to do their shopping online;
the highest response for any category and superseding the
traditional dominance of the high street or city centre, which
garnered 23%. Furthermore, 58% agreed that the internet took
the hassle out of shopping and books were the most favourite online
purchase, with 60% of all respondents stating that they would favour
the internet over any other outlet to select their next ripping
yarn.
Men are also more
inclined to shop online, with 35% stating that it was their
preferred shopping environment, contrasted with just 19% of women.
When questioned about Christmas shopping in particular, there was a
stark gender divide too, with only 35% of men stating that they
liked to buy presents for others, as opposed to 54% of women.
The survey also suggested an increased attitude of cynicism towards
the more consumerist aspects of Christmas on the part of the over
50s, with a near-unanimous 97% feeling that Christmas had become
more commercialised since they were children, regardless of
respondents’ gender. A further 92%felt Christmas was now too
commercialised full stop, although the survey highlighted apparent
contradictions within the mature market with regards this
contentious issue. Whilst nearly all bemoaned the increase of
consumerism, 13% confessed to getting into debt trying to create
that festive cheer and 29% also divulged that they would spend in
excess of £500 this year on presents, decorations, food and drink.
Sarah Robson, Research Director, Millennium, said:- “Our
survey highlights some of the complexities and apparent
contradictions of the mature market with regards their changing
attitudes to Christmas. Whilst nearly all have concerns with
how Christmas is becoming more commercialised, many still spend
large amounts of money, perhaps too much for their means, in order
to create what they perceive to be the ideal Christmas. They are
also embracing the internet as a means to ease that Christmas
shopping experience.
Retailers should also take note that the high street has been
superseded by the internet as the preferred shopping location for
the mature market for those already online.
Those interested in
capitalising on the unprecedented wealth held in certain brackets of
this demographic need to think carefully about how they approach
those online. With 80% of all consumer wealth accounted for by
the over 50s, this really is a golden opportunity for marketers, but
a judicious approach must be taken to see this wealth translate into
sales.” |
Little Elves Give Santa a Helping Hand
YOUNG
students from Liverpool Community College volunteered their time
last week, on the Tuesday, 11 December 2007, to sort toys donated by the public
as part of the Merseyside Christmas Toy Appeal 2007. The
volunteers were recruited as part of Agents4Change, a project which
encourages young people to volunteer. Five Agents4Change volunteers
helped members of the City of Liverpool Lions Club to organise
hundreds of donated toys. The toys will be sent by different
agencies and charities to underprivileged children across Merseyside
and Cheshire.
CSV, the largest volunteering charity, has teamed up with Tesco and
the youth volunteering charity v to recruit 20 full-time volunteers
as part of Agents4Change. They are encouraging other young people
aged between 16 and 25 years to get involved in projects at 20
different locations around the country.
Agent4Change volunteer coordinator Rachel Solomon said:- "It
was brilliant seeing how successful the evening was. When we first
arrived there were so many bags that needed sorting out, but by the
end of it, they were all cleared and sorted, ready to be sent off to
a deserving child. Santa's Little Scouse Helpers did a fantastic
job."
The enthusiastic 1st-time volunteers themselves had a fun time on
Tuesday. Emma Wray, a 16 year old from Aigburth, cannot wait to
volunteer again, saying:- "I loved it and it made me feel dead
good to help out."
If you missed out on this event but wish to attend future
Agents4Change events, please go to
www.comcats.org.uk or call Rachel Solomon on 0151 794
0984.
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