Natal 2014
Optimismo para o futuro,
prudência no presente
Consumer business - Novembro 2014
Xmas Survey 2014
1
Índice
Prefácio03
Editorial06
Inside consumer mindset12
2014 Christmas budget30
Most desired and most popular holiday gifts
39
Purchasing strategies50
The Omni-channel Consumer56
Physical stores68
Assessments of retailers 73
Survey methodology78
Contactos81
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Xmas Survey 2014
Prefácio
Mantendo o compromisso dos anos anteriores, é com
entusiasmo que a Deloitte divulga a 17ª edição do estudo
sobre as tendências de consumo para a quadra natalícia de
2014.
Este estudo visa conhecer o sentido das tendências de
consumo, tomando como referência as expectativas dos
consumidores a nível de comportamento de compra para
a época de Natal. Mais do que avaliar números avulsos, o
estudo procura contextualizar no horizonte temporal e
espaço europeu a evolução de um conjunto de indicadores.
Foram incluídos neste estudo um conjunto de 17 países. O
estudo reflecte a opinião de uma amostra representativa
de consumidores europeus, num total de 17.326 inquiridos,
dos quais 760 portugueses.
consoante a fonte. As estimativas para o futuro próximo
são de crescimento, mas abaixo dos 2%.
De acordo com os últimos dados disponibilizados pelo INE,
em paralelo com os sinais positivos da evolução económica,
as importações estão a crescer a uma taxa superior à das
exportações. No conjunto dos três primeiros trimestres de
2014, relativamente ao mesmo período do ano anterior, as
exportações aumentaram 1% e as importações registaram
um aumento de 3,5%. Um bom indicador é a evolução
do mercado automóvel que, em termos acumulados, até
Após três anos de programa de ajustamento
liderado pela Troika, vamos viver o primeiro Natal
no rescaldo do fim formal da assistência externa
Após três anos de programa de ajustamento liderado pela
Troika, vamos viver o primeiro Natal no rescaldo do fim
formal da assistência externa. Foi um período complexo,
marcado pela austeridade e pela pressão fiscal, com
evidente impacto nos hábitos e atitudes de consumo dos
portugueses. Perante esta realidade, a grande questão
reside em saber até que ponto algumas destas alterações
são conjunturais ou estruturais.
Setembro, teve uma variação positiva de 38.4% face ao
período homólogo de 2013.
As exportações têm sido a base do crescimento e do
modelo de desenvolvimento do país preconizado pelo
programa de ajustamento, de forma a compensar a
ausência de investimento público e o fraco consumo
interno. No ano de 2014, Portugal volta a ter um
crescimento positivo do PIB, que se estima entre 1% e 1,5%,
Em 2014, também existiram sinais positivos a nível da
competitividade de Portugal - resultado do programa de
ajustamento e reformas instituído no país, do esforço dos
empresários e da sociedade em geral. Portugal surpreendeu
este ano com a 36º posição entre os 144 países analisados
no ranking do Global Competitive Índex, promovido pelo
Xmas Survey 2014
3
Prefácio
World Economic Forum.
O estudo de Natal confirma a tendência dos últimos anos.
Um país sempre à espera de melhor, mas com um grande
realismo face ao cenário que vivemos. O mote deste Natal
bem poderia ser - optimismo para o futuro, prudência no
presente.
A tendência de melhoria do sentimento face à situação
económica do país é mais acentuada em Portugal do que
na Europa. Em 2014, 72% dos portugueses avalia como
negativa a situação do país, face aos 83% de 2013, ou aos
88% de 2012. Relativamente ao poder de compra actual,
não houve grandes melhorias para os portugueses, com
59% a percepcionar uma diminuição do seu rendimento
disponível, face aos 57% de 2013, ou aos 68% de 2012.
De realçar que se verifica em Portugal uma melhoria
muito significativa das expectativas de crescimento da
economia para 2015, tendo o índice evoluído de (-46%)
registado em 2013, quanto às expetactivas de evolução da
economia no ano 2014, para (-25%) quanto às expetactivas
de crescimento para o ano de 2015. Este movimento
de melhoria surge em contraciclo com França, Itália,
Luxemburgo ou Bélgica que manifestam um agravamento
das expetactivas para o ano de 2015.
A Europa está dividida face às expectativas futuras de
evolução do poder de compra, com Portugal a entrar no
top 5 dos países mais optimistas. A nível do índice de
expectativa da evolução do poder de compra, este ano
Portugal melhora significativamente para os (-3%) face a
(-14%) no ano de 2013, ou os (-44%) no ano de 2012.
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Xmas Survey 2014
Nesta conjuntura, o orçamento dos europeus para a época
natalícia diminui em média 3% relativamente ao ano de
2013. Contrariamente a 2013, ano em que se registou
uma ligeira expectativa de aumento dos gastos na quadra
natalícia (0.7%), no presente ano, em 13 dos 17 países
considerados na amostra verifica-se uma expectativa de
diminuição dos gastos face ao ano anterior. Os portugueses,
num contexto de percepção de perda de poder de compra
em 2014, mas de significativa melhoria de expectativas
para 2015, demonstram um elevado nível de prudência
na alocação do seu orçamento para a quadra natalícia.
Em 2014, é previsto um gasto total de 270€ (-10,8%)
por lar, repartido da seguinte forma: 126€ em presentes
(-16%); 99€ em alimentação e bebidas (-5,5%) e 45€ em
socialização (-5%).
As tendências dos anos anteriores mantêm-se, com maior
foco dos consumidores na variável preço e promoções,
crescente importância do canal digital e uma maior
proporção do orçamento anual dos portugueses a ser gasto
em impostos, energia, saúde, educação e alimentação.
Neste contexto, à semelhança dos últimos anos, são
vários os desafios com que o nosso tecido empresarial se
depara, entre outros: gestão da inovação em novos modelo
de negócio, por exemplo, tirando partido da crescente
evolução do canal digital; eficiência na gestão da variável
preço; optimização da gestão de promoções; eficiência
na definição de prioridades e alocação de recursos a nível
de route-to-market e, para uma parte significativa das
empresas, a internacionalização.
Prefácio
A exemplo dos anos anteriores, estamos convictos, de que
o estudo de Natal justifica uma análise mais detalhada
por parte das equipas de gestão, empresários, etc.,
contribuindo para que o consumidor e as suas necessidades
estejam cada vez mais no centro da estratégia empresarial,
garantindo modelos de negócio mais inovadores,
sustentáveis e resilientes.
Desejamos que o crescente optimismo manifestado pelos
portugueses se materialize em crescimento e bem-estar ao
longo do ano de 2015.
Votos de um Feliz Natal e de um Próspero Ano Novo.
Luís Belo
Partner - Consumer Business
Deloitte
Nuno Netto
Associate Partner - Consumer Business
Deloitte
Xmas Survey 2014
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Editorial
Tal como em 2013, a maioria dos consumidores
europeus considera o actual estado da economia
negativo mas com uma tendência de melhoria
Neste ano, 48% dos consumidores europeus acredita que
o actual estado da economia é negativo, em comparação
com os 50% de 2013. A tendência de melhoria mantém-se
face aos anos de 2008, 2009, 2011, 2012 e 2013, mas
ainda aquém dos níveis de 2006-2007, quando “somente”
37% classificava a situação da economia dos respetivos
países como negativa.
Em Portugal, a tendência de melhoria do sentimento
relativamente à situação económica do país é mais
acentuada do que na Europa. Em 2014, 72% dos
portugueses avalia como negativa a situação do país, face
aos 83% de 2013, ou os 88% de 2012, mas ainda longe
dos 45% registados em 2009, ano em que, aliás, 82%
dos europeus já acreditava estar em recessão. Em 2014,
com um sentimento mais negativo que os portugueses
estão os gregos, os ucranianos e os italianos. Estes últimos
apresentam, aliás, o pior índice de todos os países da
amostra. De realçar que França tem praticamente o mesmo
resultado que Portugal.
Quanto às expectativas para a economia em 2015, estas
melhoram para a média dos europeus. O índice entre
expectativas positivas e negativas é (-19%) face aos (-24%),
no período homólogo, em 2013.
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Xmas Survey 2014
Portugal, Espanha e Grécia melhoram particularmente o
índice de expectativas face ao futuro. Em Portugal, o índice
regista uma melhoria significativa, evoluindo de (-46%) em
2013, quanto às expectativas para 2014, para (-25%) no
presente ano, quanto às expectativas para 2015.
De notar que, relativamente ao próximo ano, França e Itália
lideram as expectativas negativas, com índices negativos
de 52% e 46%, respectivamente, seguidas da Grécia
(-36%), Luxemburgo (-34%), Bélgica (-31%) e Ucrânia
(-30%). Os únicos países com expectativas positivas são
o Reino Unido e a Dinamarca. A Alemanha, considerada
como o motor da Europa, apresenta um índice negativo
de 10% relativamente às expectativas para o ano de 2015,
invertendo o sentimento positivo registado no ano de 2014.
Os europeus mantêm a tendência de percepção de
diminuição do seu poder de compra
A tendência dos últimos anos mantém-se, com os europeus
a percepcionarem uma diminuição do seu poder de compra.
Com efeito, 46% dos europeus afirma que diminuiu o seu
poder de compra no ano de 2014. Os países com os valores
mais negativos são a Grécia (-68%), Ucrânia (-67%) e Itália
(59%).
Em Portugal, 59% dos inquiridos considera ter perdido
poder de compra em 2014, face aos 57% de 2013 e aos
68% de 2012. Cumpre igualmente salientar, por um lado,
que 51% dos franceses afirma ter perdido poder de compra
e, por outro lado, que o único país com um índice positivo
é o Reino Unido (+1%).
Editorial
A Europa está dividida face às expectativas futuras
de evolução do poder de compra, com Portugal a
entrar no top 5 dos países mais optimistas
cresce, com 44% dos portugueses a considerar que gastou
mais do seu orçamento em impostos, face aos 35%
registados em 2013.
Em Portugal, 25% dos inquiridos tem a expectativa de
diminuir poder de compra em 2015, comparativamente
com os 35% de 2013, face ao ano de 2014, ou os
55% de 2012, face ao ano de 2013. A nível de índice
entre respostas negativas e positivas, Portugal melhora
significativamente para os (-3%) face a (-14%) no ano de
2013, ou os (-44%) no ano de 2012.
O nível de resiliência dos portugueses mantémse, continuando disponíveis para adaptar o seu
nível de gastos em diversas categorias se assim for
necessário
Neste caso, observamos países como Portugal, Espanha
ou Grécia a inverterem as suas expectativas negativas
face à evolução futura do rendimento disponível e
países como França, Bélgica ou Luxemburgo a piorarem
significativamente as suas expectativas de rendimento
disponível para o próximo ano. França, Itália, Luxemburgo e
Bélgica são, de resto, os países com o índice mais negativo
da amostra.
Uma vez mais a predisposição dos portugueses em cortar
mais nos seus gastos, caso seja necessário, é superior à
média dos europeus. No entanto, é interessante verificar
que nas categorias de educação, bens essenciais, habitação
e saúde, os portugueses, ao contrário do verificado no
ano de 2013, já demonstram uma maior resistência para
cortar nas despesas destas categorias face aos congéneres
europeus. Este cenário é com elevada probabilidade
resultado do forte reajustamento no consumo já
concretizado, em Portugal, nos últimos anos.
Os impostos acentuam a liderança como principal
categoria a absorver o orçamento dos europeus
A pressão fiscal nunca foi tão acentuada como no ano de
2014, com 38% dos europeus a afirmar que gastou uma
maior percentagem do seu rendimento em impostos, face
aos 32% de 2013. De assinalar que 2014 é também o
primeiro ano em que os gastos com saúde surgem como
a terceira categoria de gastos, apenas atrás dos impostos
e dos bens essenciais, como alimentação e energia. Em
Portugal, importa notar que, comparativamente com o
último ano, uma maior percentagem de pessoas afirma
que está a incorrer em mais gastos face a 2013 em todas
as categorias de produto. A categoria fiscal é a que mais
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Editorial
Três em cada quatro portugueses tinham a
expectativa de que o Orçamento do Estado do país
impactaria directamente o seu perfil de compra
50% dos portugueses inquiridos, na semana anterior
à apresentação do Orçamento do Estado para 2015,
tinham a expectativa de que as alterações propostas no
orçamento do próximo ano e as suas consequências
fiscais teriam um impacto positivo no seu comportamento
de compra. Em contrapartida, 26% tinham expectativas
negativas, enquanto 14% permaneciam neutros a esse
respeito. Os grupos etários acima dos 44 anos eram os
que manifestavam expectativas de mudança mais positivas.
Importa realçar que apenas 9% dos inquiridos não tinha
opinião sobre o impacto do Orçamento do Estado no seu
comportamento de compra.
O orçamento dos europeus para a época natalícia
diminui em média 3% relativamente ao ano de
2013
Contrariamente a 2013, ano em que se registou uma
ligeira expectativa de aumento dos gastos na quadra
natalícia (0.7%), no presente ano, em 13 dos 17 países
considerados na amostra verifica-se uma expectativa de
diminuição dos gastos face ao ano anterior. Apenas a Suíça
(2,1%), Alemanha (1.3%), Polónia (13,1%) e Rússia (3,9%)
manifestam a expectativa de os aumentar.
Os países nos quais a variação em relação ao ano passado
se apresenta mais negativa são: Grécia (-12,5%); Finlândia
(-11,8%) e Portugal (-10,8%).
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Xmas Survey 2014
Neste ano, diversos países que nos últimos anos têm
demonstrado uma evolução positiva apresentam agora
expectativas negativas. A título de exemplo destacamos:
França (-4.5%); Itália (-8.7%); Bélgica (-3.7%); Luxemburgo
(-5.9%); Dinamarca (-4.3%) ou Holanda (-4.6%).
Os portugueses, num contexto de percepção
de perda de poder de compra em 2014 mas de
significativa melhoria de expectativas para 2015,
demonstram um elevado nível de prudência na
alocação do seu orçamento para a quadra natalícia
Em 2014, é previsto um gasto total de 270€ (-10,8%)
por lar, repartido da seguinte forma: 126€ em presentes
(-16%); 99€ em alimentação e bebidas (-5,5%) e 45€ em
socialização (-5%).
Importa notar que, para efeitos deste relatório os
consumidores foram questionados sobre as expectativas
de gastos para a quadra natalícia em dois momentos.
Numa primeira ocasião, na primeira quinzena de Outubro,
ou seja, antes da apresentação do Orçamento do Estado
e, em simultâneo, com a publicação das projecções de
crescimento para a Europa por parte do FMI e, num
segundo momento, na segunda semana de Novembro,
tendo sido o resultado deste último questionário o que
consta no presente relatório. A este respeito, cumpre
realçar que do primeiro para o segundo momento, em
média, as expectativas de gastos dos europeus melhoraram
de (-7,85%) para (-3%) e, no caso de Portugal, de (-19,9%)
para (-10,8%).
Editorial
O receio da deterioração da economia é o principal
motivo para os europeus diminuírem os seus gastos
no Natal, já para os portugueses o principal motivo
é o facto de terem diminuído o rendimento líquido
de impostos
Para os portugueses, além da diminuição do rendimento
líquido de impostos, o receio face ao futuro da economia
é o segundo motivo para diminuir o orçamento de Natal.
De registar que o motivo que mais aumenta para justificar
a diminuição do orçamento de Natal é o actual nível de
endividamento, que evolui de 13% de respostas, em 2013,
para 24%, em 2014.
Já para os portugueses que manifestam a expectativa
de aumentar o seu orçamento de Natal, as promoções,
com 47%, de respostas surgem como o principal motivo
destacado para aquele aumento. Na Europa, o principal
motivo para aumentar os gastos no Natal, para 43%
dos inquiridos, é o desejo de evitar pensar na crise e tirar
partido da quadra natalícia.
Verifica-se, em média, na Europa uma diminuição
da discrepância entre as intenções de compra e as
expectativas de presentes
Ao contrário do ano 2013, em que se verificou um quase
perfeito desalinhamento entre as intenções de compra
e as expectativas de presentes em 16 dos 17 países
considerados na amostra, neste ano, em 8 dos 17 países da
amostra existe um alinhamento de expectativas. O principal
motivo deste alinhamento é que um número significativo
de europeus passou a ter como principal expectativa de
presente livros, ao invés de dinheiro, resultando num maior
alinhamento com as intenções de compra.
O número de portugueses que indica o dinheiro como
principal expectativa de presente diminuiu de 61% para
56%, mantendo, ainda assim, o primeiro lugar, acima dos
53% que tem como expectativa receber como presente,
livros. No entanto, apenas 13% dos portugueses, tal como
em 2013, tem a intenção de oferecer dinheiro no Natal.
De realçar que existem diferenças significativas no top 10
de preferências, entre homens e mulheres. Enquanto os
homens privilegiam a tecnologia (smartphones, laptops
e tablets), as mulheres preferem produtos relacionados
com a moda (calçado, cosméticos, acessórios e joalharia).
Também é interessante realçar que o dinheiro perde
relevância como expectativa de presente nos grupos
etários mais elevados, onde os livros e viagens lideram as
preferências.
O smart shopping é cada vez mais uma realidade
estrutural na Europa e, em particular, em Portugal
Tal como em 2011, 2012 e 2013, os europeus e, em
particular, os portugueses são cada vez mais profissionais
na gestão do seu processo de compra, priorizando os seus
orçamentos de acordo o nível promocional e a “utilidade”
dos potenciais presentes. O factor preço mantém-se como
a variável crítica no momento de decisão de compra dos
consumidores, com 75% dos portugueses a afirmar que
vão tomar em consideração o preço na decisão de compra
comparativamente com os 70% de 2013. Sintoma do
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Editorial
elevado nível de profissionalismo dos consumidores no
processo de compra é o facto de 79% dos portugueses
afirmar que não vão realizar compras por impulso, também
superior aos já elevados 69% registados em 2013.
Além do foco no preço, promoções e planeamento,
também assistimos a um maior investimento por parte dos
consumidores nas fases do processo de compra além da
transação, com mais de 50% dos portugueses a afirmar
que utiliza mais o canal digital no processo de pesquisa
e análise de alternativas. Digno de registo da alteração
dos hábitos de compra é também o facto de 2 em cada
3 portugueses afirmar que recorre menos ao crédito ao
consumo especializado ou disponibilizado pelos retalhistas.
A estratégia omnichannel é cada vez mais relevante
no processo de compra dos consumidores
Na Europa as compras online têm aumentado
consistentemente ano após ano e para 36% é já um hábito
concretizar a transação online.
Em Portugal, apenas 15% afirma concretizar as compras
online. No entanto, já 2 em cada 3 portugueses declaram
utilizar o canal online no processo de pesquisa. Já na fase
de comparação de alternativas já são 59% os portugueses
que afirma utilizar o canal online no seu processo de
decisão. Além da crescente importância na fase da
transacção, o canal digital está também a assumir um papel
estratégico na geração de tráfego para as lojas. Na Europa,
em média, já são mais de 7 em cada 10 os inquiridos que
utilizam o canal online para a pesquisa e comparação de
alternativas.
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Xmas Survey 2014
A quota de mercado do canal online também tem
aumentado sustentadamente nos últimos anos,
representando já 29% dos gastos dos europeus na compra
de presentes para a quadra natalícia.
O papel estratégico dos canais é cada vez mais
interdependente, com apenas 31% dos portugueses e 24%
dos europeus a afirmar que nunca utilizou a loja como
showroom para posteriormente concretizar a compra no
canal online. Ao invés, 22% dos inquiridos, em Portugal, e
25% na Europa afirma que o faz com frequência ou sempre.
A elevada e crescente penetração do mobile (smartphones)
tem influenciado de uma forma gradual a interdependência
dos canais online e offline. A título de exemplo, em
Portugal, 25% dos consumidores afirma já ter concretizado
compras utilizando num smartphone e 64% espera faze-lo
no futuro.
Editorial
Os centros comerciais continuam a ser o canal
privilegiado pelos portugueses para a concretização
das compras dos presentes de Natal, embora
os hipermercados, supermercados e retalho
especializado tenham ganho terreno
Os centros comerciais, com 45% de penetração, os
hipermercados/supermercados, com 22%, e o retalho
especializado, com 21%, são os canais privilegiados para
a compra de presentes de Natal. A importância dos canais
está relacionada com as categorias em questão. Por
exemplo, para as categorias de desporto e brinquedos, os
retalhistas especializados são a primeira opção.
A nível alimentar, os hipermercados mantêm a liderança,
com 80% de penetração, mas reduzindo face aos 83%
registados em 2013. Os supermercados apresentam
71% de penetração (vs. 65% em 2013) e os hard
discounts registam 48% (vs. 40% em 2013). Estes últimos
aumentam, assim, o seu peso relativo enquanto opção para
concretização das compras de Natal.
Para o futuro, as principais áreas de investimento sugeridas
pelos consumidores aos retalhistas são a concorrência pelo
preço, melhor integração entre os canais online e offline e
o desenvolvimento de estratégias de customer relationship.
Xmas Survey 2014
11
Inside the consumer
mindset
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Xmas Survey 2014
What do you think of the current
state of the economy?
As in 2013, most Europeans still have a negative
sentiment about the economy but in an upward
trend.
There are three European scenarios:
• As in 2013, Germany and Denmark are positive about
their economy. This year, the UK also shares this
sentiment;
• Belgium, France, Italy, Ukraine, Finland and South Africa
are more pessimistic than last year;
•The rest of the countries, including the most affected by
the crisis such as Portugal, Spain and Greece, still have
a negative sentiment, however, less pessimistic than last
year.
Index between positive and negative answers
< -40%
A downward trend
-40% to 0%
An upward trend
> or = 0%
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What do you think of the current
state of the economy?
Portuguese morale is still low, but continues to
recover for the 3rd consecutive year.
Portugal
Portugal - Gender
2% 7%
19%
• In 2014, 72% of Portuguese are negative about the
economic situation versus 77% from last year, 83% in
2012 and 88% in 2011 (lowest level).
78%
72%
•The less pessimistic are the youngest (18-24 years) and
men.
66%
22%
19%
7%
2%
Average
72%
4%
2%
1%
Men
Positive
Positive
Negative
17%
10%
Neutral
Women
Negative
I don't know
Neutral
I don’t know
Portugal - Age
72%
79%
72%
77%
72%
58%
25%
14%
19%
7%
20%
3%
2%
Average
18-24
Positive
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Xmas Survey 2014
6%
2%
25-34
Neutral
5%
19%
16%
1%
35-44
Negative
2%
2%
45-54
I don't know
9%
18%
1%
55-64
What do you think of the expected
state of the economy?
For most Europeans, the future seems, globally,
better than last year’s expected state of the
economy.
• Still with negative expectations, the most affected
countries by the economic and financial crisis (such as
Portugal, Spain and Greece) are demonstrating an upward
trend comparing to 2013.
• France and Italy still show a very negative index about
expected state of economy (difference between positive
and negative answers < -40%).
• German, Swiss and Luxembourg consumers who feel
rather positive about the current state of their economies
are much more pessimistic about the future.
• Only Denmark and the UK are positive about the current
state and are positive about the future state of the
economy.
Index between positive and negative answers
< -40%
A downward trend
-40% to 0%
An upward trend
> or = 0%
Xmas Survey 2014
15
What do you think about the current
and expected state of the economy?
According to Europeans, the future seems, globally,
better than last year’s expected state of the
economy.
• France and Italy have the most negative index (last year
those countries were alongside Spain, Greece, Portugal or
Ukraine).
• Last year, Germany was the only country being more
pessimistic about it’s future than the current state of the
economy. This year, Luxembourg and Switzerland are
displaying the same trend as Germany.
• Portuguese expectations for the future improved
significantly.
• Denmark and the UK are still the most optimistic about
the future compared to last year.
Europe
22%
16%
9%
1%
-4%
-15%
-19%
2%
-36%
-36%
-16%
-22%
-23%
-34% -37% -31%
-25%
-35%
-3%
-7%
-10%
-12%
-30%
-13%
-29%
-11%
-16%
-30%
-46%
-46%
-52%
-64%
-66%
-70%
-70%
16
Xmas Survey 2014
Expected state
ca
ia
Af
ri
ss
So
u
th
Ru
e
Uk
ra
in
d
Po
lan
lan
d
Fin
ar
nm
De
lan
er
th
Ne
Th
Current state
k
ds
m
iu
lg
Be
e
Lu
x
em
bo
ur
g
an
y
rm
Ge
lan
d
Sw
itz
er
ce
Gr
ee
ly
Ita
ain
Sp
l
ga
tu
Po
r
UK
Fr
an
ce
Eu
ro
pe
-81%
What do you think about the current
and expected state of the economy?
Expectations on current and future state of the
economy are improving for the third consecutive
year.
• After a low peak in 2011, Portuguese current and
expected state of the economy are regularly rising since
2011, despite the fact that they are still with negative
values;
• In Portugal there is a significant improvement from a 66%
negative index of current state of economy compared to
minus 25% about future 2015 expectations.
Portugal
40%
25%
20%
0%
-20%
-40%
-60%
-80%
-25%
-55%
-45%
-46%
-48%
-70%
-67%
-84%
-91%
-65%
-78%
-71%
2012
2013
-66%
-100%
2008
2009
2010
2011
Current state
2014
Expected state
Xmas Survey 2014
17
What do you think of the expected
state of the economy?
Portuguese negative expectations are decreasing in
a consistent way.
Portugal
Portugal - Gender
20%
13%
• 45% of portuguese believe next year’s situation will be
negative, significantly lower than the 59% in 2013 and
73% in 2012.
45%
•Youngest and men are the less pessimistic about the
future state of the economy.
22%
20% 22%
13%
25% 23%
9%
Average
45%
15%
Men
Positive
Positive
Negative
47%
43%
Neutral
21%
17%
Women
Negative
I don't know
Neutral
I don’t know
Portugal - Age
45%
20% 22%
Average
13%
27% 26%
36%
11%
18-24
Positive
18
Xmas Survey 2014
45%
27%
17%
25-34
Neutral
11%
51%
19% 16%
35-44
Negative
48%
21%
14% 17%
45-54
I don't know
14%
43%
21% 21%
55-64
15%
How would you describe your spending
power today compared to last year?
Except for the UK, all the countries have a negative
perception about this year spending power
evolution.
• Only 3 countries are less pessimistic than last year: The
Netherlands, Switzerland and Greece.
• Even if the decrease of the index is lower than last year,
the downward trend is still going on (13 countries with
downward trends in 2014 vs 10 in 2013).
• Greece, Italy, Portugal and Ukraine are the countries with
an index below -40%.
Index between positive and negative answers
< -40%
A downward trend
-40% to 0%
An upward trend
> or = 0%
Xmas Survey 2014
19
How would you describe your spending
power today compared to last year?
Trend of European perception of spending power
decrease continues.
•The entire continent (unless UK) is perceiving a reduction
of its spending power.
• Last year the only two countries being optimistic about
their spending power evolution were Ukraine and Russia.
This year Ukraine is the second most pessimistic, only after
Greece, and Russia is the third less pessimistic, reflecting
the impact in consumer mindset of the recent political
events.
Index based on the sum of positive and negative answers
1
-11
-18
-37
2012
2013
2014
ca
So
ut
h
Af
ri
ia
ss
Ru
e
ra
in
Uk
d
an
Po
l
Fin
lan
d
ar
nm
De
lan
th
er
Ne
e
Th
2011
k
ds
m
iu
lg
Lu
x
em
bo
ur
g
an
y
rm
Ge
lan
d
er
itz
Sw
Xmas Survey 2014
-29
-58
2010
20
-16
-21
-27
-31
-60
ce
ly
Ita
ain
-54
Sp
l
ga
Po
rtu
Fr
an
ce
UK
Eu
ro
pe
-49
Be
-32
Gr
ee
-30
-13
-25
-26
How would you describe your spending
power today compared to last year?
Following European average, in Portugal, there is
the perception of spending power decrease in 2014.
Portugal
Portugal - Gender
10%
• 59% of Portuguese respondents claim to have lost
spending power in 2014, compared to 57% in 2013,
however significantly lower than 68% in 2012.
59%
31%
32%
31%
• However, women and youngest population slightly
improved their perception of spending power evolution
compared to year 2013.
62%
56%
30%
11%
10%
Average
8%
Men
Women
59%
You have more to spend
You have the same amount to spend
You have less to spend
You have more to spend
You have the same amount to spend
You have less to spend
Portugal - Age
67%
59%
31%
36%
23%
41%
10%
30%
17%
30%
4%
Average
67%
64%
53%
18-24
You have more to spend
25-34
4%
4%
35-44
You have the same amount to spend
32%
30%
45-54
55-64
You have less to spend
Xmas Survey 2014
21
How do you think your spending
power will develop in 2015?
European expectations about spending power in the
future are divided.
• UK, Denmark, Poland, Russia and South Africa have
positive index expectations regarding spending power
evolution.
•The South European countries that were most affected by
the financial crisis (Portugal, Spain, Greece and also Italy)
are clearly more optimistic about the future, although still
with negative index values.
• Luxembourg, Belgium and France are the countries more
pessimistic about future than they are about the present.
In case of France, the index is negative 40% (the lowest
value of all).
Index between positive and negative answers
< -40%
A downward trend
-40% to 0%
An upward trend
> or = 0%
22
Xmas Survey 2014
How do you think your spending
power will develop next year?
France, Luxembourg, Belgium and Ukraine are
the countries that have lowered significantly their
expectations about the future. Russia and South
Africa, also lowered their expectations, however still
with a positive value.
• Since 2012, Portuguese have improved their expectations
about next year’s spending power.
•This year, Portugal entered the european top 5 of most
optimistic countries.
Index based on the sum of positive and negative answers
26
14
12
-23
ca
So
ut
h
Af
ri
ia
ss
Ru
e
ra
in
Uk
d
an
Po
l
k
ar
Fin
lan
d
th
er
Th
e
Ne
nm
lan
iu
m
ds
-38
Lu
x
em
bo
ur
g
an
y
rm
Ge
lan
d
Sw
itz
er
ce
Gr
ee
ly
Ita
ain
Sp
l
ga
Po
rtu
Fr
an
ce
UK
ro
pe
-38
5
-8
-13
-35
-40
Eu
-5
-9
-16
De
-8
lg
-11
Be
-3
7
2010
2011
2012
2013
2014
Xmas Survey 2014
23
How do you think your spending
power will develop in 2015?
Expectations about 2015 spending power evolution
are more positive in most countries.
• All countries, with the exception of France, Luxembourg
and Belgium, are more confident in the future regarding
their spending power evolution in 2015, compared to
2014 evolution vs. 2013.
• Portuguese expectations show a tremendous evolution
from a 49% negative index, when comparing 2014 vs.
2013, to an almost positive index (-3%), when comparing
expectations of 2015 spending power evolution vs. 2014.
Index based on the sum of positive and negative answers
26%
14%
12%
7%
1%
-11%
-25%
-26%
-31%
-38%
-38%
-21%
-23%
-16%
-29%
ca
ia
Af
ri
ss
So
u
th
Ru
e
Uk
ra
in
d
Po
lan
lan
d
Fin
ar
nm
De
lan
er
th
Ne
Th
Spending power 2015
k
ds
m
iu
lg
Be
e
Lu
x
em
bo
ur
g
an
y
rm
Ge
Sw
Xmas Survey 2014
-27%
-58%
Spending power 2014
24
5%
-8%
-13% -13%
-60%
lan
d
ly
Ita
ain
Sp
ga
l
-54%
tu
-9%
-5%
-35%
er
-49%
-16% -18%
ce
-37%
Po
r
UK
-32%
-40%
Fr
an
ce
Eu
ro
pe
-30%
-8%
Gr
ee
-11%
itz
-3%
How would you describe your spending
power today compared to last year?
Current and expected spending power are not
always converging.
•The gap between the current and the expected
spending power is increasing since 2011. Portuguese are
increasingly less pessimistic about the future. However,
less negative expectations about the future are taking
longer to materialize than they expected.
Portugal
40%
15%
20%
-3%
0%
-20%
-40%
-60%
13%
-33%
-36%
-31%
-14%
-42%
-52%
-44%
2011
2012
-72%
-46%
-60%
-49%
-80%
-100%
2008
2009
2010
Current spending power
2013
2014
Expected spending power
Xmas Survey 2014
25
How do you think your spending
power will develop in 2015?
In Portugal the percentage of respondents who are
negative about the spending power evolution and
those who are positive are almost equalizing.
• Among Portuguese respondents, 25% say they will have
lower spending power in 2015, almost offset by the 22%
of respondents saying they will improve their spending
power.
•There is a significant decrease of those expecting to lower
their level of spending power next year, 25% in 2014 vs
35% in 2013 and 55% in 2012.
•The age group of 45-54 years old has the most negative
expectations, and the most positive is the age group of
25-34.
Portugal
Portugal - Gender
22%
19%
34%
22%
34%
35%
25% 19%
Average
25%
Improve
Improve
Deteriorate
23%
26%
16%
22%
Men
Stay the same
33%
24% 21%
Women
Deteriorate
I don't know
Stay the same
I don’t know
Portugal - Age
38%
35%
34%
33%
31%
32% 30%
29%
28%
26%
26%
25%
22%18% 20%
21% 21%
22%
20% 21%
19% 17%
19%
13%
Average
18-24
25-34
Improve
26
Xmas Survey 2014
Stay the same
35-44
Deteriorate
45-54
I don't know
55-64
Thinking about what you spend your money on now
versus a year ago, are you spending less, the same or
more on the following:
Tax is by far the most absorbing product category
for European budgets.
Portugal
•The feeling of tax pressure has never been as high as this
year, with 38% of Europeans claiming they have spend
more money on taxes than last year.
Taxes
44%
Essentials such as groceries and energy bills
31%
Health
30%
Education
• It’s the first time that so many people perceive they have
spend more in health than the previous year and the
first time this category is in third position of the most
quoted propositions, for example surpassing housing and
day-to-day spending when comparing to the year 2013.
Housing
Entertainment/leisure
13%
Financial services
13%
Clothing/footwear
12%
Holidays
11%
Europe
17%
35%
33%
Housing
54%
Digital/ electronic spending
Education
21%
Holidays
21%
Financial services
19%
1%
3%
57%
6%
45%
9% 8%
55%
13% 2%
50%
15%
58%
43%
29%
2%
25%
3%
41%
19%
37%
19%
37%
55%
Clothing/footwear
18%
Entertainment/leisure
18%
38%
Irregular spending
17%
38%
19%
43%
Less
6%
11% 4%
50%
26%
22%
9%
56%
27%
27%
3%
32%
30%
31%
6%
58%
47%
29%
1%
18%
25%
Health
1%
42%
38%
About the same
18%
35%
45%
Essentials such as groceries and energy bills
More
19% 3%
62%
Taxes
Day to day spending
15% 1%
31%
19%
Irregular spending 10%
• In Portugal, compared with last year, more people are
claiming they have spent more in all product categories.
By far the biggest increase was on the tax budget.
53%
26%
14%
9% 9%
48%
30%
Day to day spending
Digital/ electronic spending
38%
37%
40%
39%
6%
7%
2%
4%
7%
I don't know
Xmas Survey 2014
27
In the future, if needed, which of the following areas
would you be prepared to cut back spending on?
Spending priorities are adapted to economic
context.
•The main categories in which Europeans are willing to
spend less are irregular spending, entertainment, clothing/
footwear and holidays. In Portugal, this trend remains the
same, although, on average, the willingness to cut back
spending is much higher.
• Europeans are, in general, not prepared to cut back
on health, housing, groceries, and education. Portugal
follows the same trend however with a higher % of
people claiming they are not prepared to cut back more.
Portugal
Europe
Irregular spending
-4%
Entertainment/leisure
-5%
Holidays
Clothing/footwear
Digital/ electronic
spending
Day to day spending
Irregular spending
-9%
91%
Clothing/footwear
-26%
74%
-10%
90%
Holidays
Digital/ electronic
spending
Day to day spending
-28%
72%
-29%
71%
84%
82%
-32%
68%
-61%
39%
Financial services
Education
Essentials such as groceries
and energy bills
Housing
-61%
39%
-70%
30%
Education
Essentials such as groceries
and energy bills
Housing
Health
-72%
28%
Health
-65%
35%
Prepared to cut back on
79%
-21%
-32%
Taxes
Taxes
Xmas Survey 2014
85%
Entertainment/leisure
-18%
Not prepared to cut back on
-15%
95%
-16%
Financial services
28
96%
68%
-42%
58%
-46%
54%
-56%
44%
-61%
39%
-62%
38%
-69%
Not prepared to cut back on
31%
Prepared to cut back on
To what extent do the changes in the upcoming
Budget Law and the fiscal consequences of this bill will
influence your shopping behavior?
Portugal - Gender
Half of the Portuguese consumers claim that the
changes in the upcoming national Budget Law and
its fiscal consequences would affect positively their
shopping behavior, whereas 26% claim it would
affect negatively.
• 91% of Portuguese have an opinion about how the
national Budget Law will impact their future shopping
behaviour.
•The older groups (45-64 years old) were more optimistic
about potential impacts of the national Budget Law in
their shopping behavior.
•The lower and average income classes had the most
positive expectations about the Budget Law and its fiscal
consequences influencing their future shopping behaviour.
50%
53%
48%
27%
26%
14%
9%
Average
14%
15%
11%
Men
25%
8%
Women
Portugal - Age
50%
14%
Portugal
33%
26%
9%
14%
Average
31%
17%
10%
18-24
18%
6%
25-34
58%
55%
48%
46%
43%
23%
11%
12%
34-44
24%
21%
11%
10%
45-54
8%
55-64
9%
Portugal - Income level
50%
50%
26%
51%
14%
26%
9%
Average
14%
Positively
Neutrally
Negatively
I don´t Know
24%
14%
10%
Below average
income
51%
43%
29%
14%
6%
Average income
33%
17%
7%
Above average
income
The answers to this question were based on consumers perception before Budget Law release. The research fieldwork
was conducted from 8th -15th October and national budget law was released on the 15th October
Xmas Survey 2014
29
2014 Christmas
budget
30
Xmas Survey 2014
How much did your household approximately spend
on the subjects below for the year-end festivities in
2013 and what do you expect to spend in 2014?
A downward budget trend - Europeans are changing
Christmas shopping habits:
• Last year, 11 countries had a rising gifts budget. This year
they are only 4 (Poland, Russia, Switzerland and Germany)
• In 2013, only one country had a decrease budget over
-5% (Greece). In 2014, they are 5.
0%
0% to -5%
Poland (277)
12,35%
Denmark (558)
-1,08%
Russia (308)
4,37%
UK (764)
-1,32%
Switzerland (648)
2,01%
Ukraine (169)
-3,24%
Germany (458)
1,32%
Belgium (488)
-3,66%
France (518)
-4,49%
The Netherlands (266)
-4,65%
-5% to -10%
-10% to…
Luxembourg (715)
-5,92%
Portugal (270)
-10,85%
Italy (400)
-8,75%
Finland (562)
-11,81%
Greece (406)
-12,52%
Xmas Survey 2014
31
How much did your household approximately spend on
the subjects below for the year-end festivities in 2013
and what do you expect to spend in 2014?
•The average budget is decreasing compared to last
year for most European countries except Poland, Russia,
Switzerland and Germany. The countries which have the
most relavant budget cutting are Greece, Finland and
Portugal (<-10% vs 2013).
• Socializing has the smallest share of Christmas budget
but suffers the most important reduction compared to
the other categories of spending: European consumers
prioritize gifts and food rather than socializing in terms of
Christmas spending. If this is the case for most European
countries, Portugal is an exception, where socializing
budget reduced less compared to other categories
spending.
•The main reason for the reduction of Christmas budget
is the economic crisis: most European consumers are
experiencing a lower perceived spending power, and
a majority of them are either more pessimistic or less
optimistic about their future. The only positive countries
about their current state of the economy are Germany, UK
and Denmark.
2014
Gifts
amount
Food & Drinks
amount
Socialising
amount
Total
UK
422
222
120
764
France
303
168
48
Portugal
126
99
45
Italy
213
134
Greece
162
Switzerland
358
Germany
Luxembourg
Xmas Survey 2014
Total
% vs 2013
0,7%
1,8%
-8,7%
518
-2,7%
-3,3%
-17,7%
-4,5%
270
-16,4%
-5,5%
-5,0%
-10,8%
53
400
-8,1%
-9,2%
-10,1%
-8,7%
163
81
406
-7,5%
-12,5%
-21,1%
-12,5%
199
91
647
6,5%
-0,1%
2,7%
2,1%
279
128
51
458
2,6%
0,7%
-3,9%
1,3%
400
256
60
715
-4,3%
-5,6%
-16,4%
-5,9%
Belgium
258
173
56
488
2,3%
-5,6%
-20,1%
-3,7%
The Netherlands
119
109
38
266
4,0%
-2,8%
-27,5%
-4,6%
Denmark
346
160
52
558
-4,6%
-3,2%
-3,5%
-4,3%
Finland
283
221
57
562
-11,8%
-8,8%
-22,0%
-11,8%
Poland
138
113
26
277
28,6%
0,3%
-24,7%
13,1%
Europe
265
160
62
488
-0,8%
-1,9%
-13,3%
-3,0%
Ukraine
73
74
22
169
4,6%
-1,3%
-25,6%
-4,5%
Russia
131
136
40
308
3,4%
-0,5%
-10,4%
3,9%
South Africa
150
120
71
340
-3,1%
-0,2%
-15,6%
-8,1%
Data from Spain not available.
32
Gifts
Food & Drinks Socialising
% vs 2013 % vs 2013
% vs 2013
-1,3%
In your household, what will be the total holiday
budget for gifts for the following people for year
end festivities in 2014?
Portugal
Portugal
In Portugal, the budget category spending mix did
not changed significantly.
11%
3%
•The ranking for category spending has been the same for
the last 3 years, however in 2014 gifts lost weight to food
and socializing.
18%
36%
17%
16%
2012
2013
Gifts
25%
• In Portugal, children´s christmas budget will not suffer in
2014.
47%
37%
35%
15%
• 45% of the budget is allocated to children, with an
increase of 8% compared to 2013, where they accounted
for 37% of the total budget.
2014
Food
Socializing
20%
Yourself
Your children
Your partner
Other children
Children Variation 2013/2014
Other adults
Charity donations
9,28%
4,82%
7,98%
6,34%
4,76%
5,89%
3,89%
2,94%
2,55%
-0,67%
-1,01%
50%
49%
25%
-1,98%
-2,95%
-1,84%
-7,85%
-9,96%
-10,63%
ric
a
Af
ss
ia
So
ut
h
Ru
Uk
ra
in
e
an
d
Po
l
d
Fin
lan
k
ar
nm
th
er
Ne
e
De
lan
ds
um
lg
i
Be
Th
Lu
x
em
bo
u
rg
an
y
rm
Ge
d
Sw
itz
er
lan
ce
Gr
ee
ly
Ita
in
Sp
a
l
ga
tu
Po
r
ce
UK
Fr
an
Eu
ro
p
e
-13,40%
Xmas Survey 2014
33
How are you going to allocate your Christmas gifts
spending?
Both the number of gifts as well as their value will
be reduced.
• In Portugal, children in the consumers’ family are
privileged in terms of budget allocation.
Portugal
€
2014
34
Xmas Survey 2014
Budget
variation
Number of gifts
variation
Your
self
€ 13,24
0,79 gifts at € 16,82
€ 0,28 (2,14%)
0,87%
Your
spouse
€ 24,60
2,56 gifts at € 9,62
€ -0,63 (-2,49%)
-6,10%
Other
kids
€ 22,25
1,12 gifts at € 19,81
€ 0,75 (3,50%)
-6,04%
Your
children
€ 31,66
4,48 gifts at € 7,07
€ -1,56 (-4,69%)
-4,19%
Other
adults
€ 31,06
1,60 gifts at € 19,37
€ 2,01 (6,92%)
-1,69%
What are the reasons driving your decision to
spend less during year-end festivities?
European consumers are still very sensitive to the
state of the economy and the fear of economic
downturn continues to slow down spending.
•In Portugal decreasing revenues after tax are the main
reason for reducing Christmas spending, and the fear of
future economic downturn reduced significantly:
• 46% of Europeans are considering that the economy
will get worse, which constitutes the major factor for
spending less. 37% mention that their revenues have
declined, 3% less than last year (40%).
• As in 2013, for 63% of Portuguese respondents the
first reason to spend less is the revenue after taxes
decrease (61% in 2013);
•”I am in debt“ increased significantly its importance,
from 13% to 24%.
•The European pattern is quite similar when comparing the
last three years, even if the weight of the most common
reasons to spend less decreased.
Portugal
Europe
My revenues after tax
have decreased
The economic downturn continues
and I believe it will get worse
I am in debt
I have to save money because
I lost my job
I’d rather save money because I’m afraid of losing
my job
Other reason
2012
51%
45%
9%
13%
7%
14%
18%
19%
24%
18%
5%
8%
10%
My revenues after tax
have decreased
I’d rather save money because I’m afraid of
losing my job
I have to save money because
I lost my job
I am in debt
2014
50%
47%
46%
48%
40%
37%
The economic downturn continues
and I believe it will get worse
Other reason
24%
2013
65%
61%
63%
65%
2012
15%
17%
20%
16%
19%
19%
15%
15%
17%
10%
13%
13%
2013
2014
Xmas Survey 2014
35
What are the reasons driving your decision to
spend less during year-end festivities?
Women and the age group of 45-54 have the
highest score for “my revenues after tax have
decreased”.
Portugal - Gender
63%
66%
60%
45%
46%
43%
24%
Average
27%
21% 18%
18%
Men
19%
Women
Portugal - Age
78%
66%
52%
63%
45%
51%48%
45%
38%
24%18%
Average
8% 13%
18-24
15%12%
25-34
66%
50%
27%24%
35-44
33%31%
45-54
21%
32%
18%
55-64
My revenues after tax have decreased
The economic downturn continues and I believe it will get worse
I am in debt
I have to save money because I lost my job
36
Xmas Survey 2014
What are the reasons driving your decision to
spend more during year-end festivities?
As it was last year, despite the gloom (economy/
spending power), European consumers still want
to enjoy their Christmas, avoid thinking about the
economic situation.
Portugal
• In Portugal, promotions are increasingly the main driver
to spend more for 47% of respondents (43% in 2013).
Wanting to enjoy themselves and forget about the crisis
decreased by 7% compared to last year.
I want to enjoy, and avoid
thinking about the bad
economic situation too much
•There are still 28% of Portuguese claiming they are
spending more because their after tax revenues have
increased (vs. 29% in 2013).
Europe
Promotions
My revenues after tax
have increased
Other reason
Services and recomendations
from retailers may convince
me to spend more money
There are many innovations
that make me spend more
The economic situation is
more secure
The credit terms offered by
the retailers are good
Consumer reviews and
ratings will convince me to
spend more money
33%
43%
47%
33%
40%
33%
24%
29%
28%
18%
15%
20%
12%
22%
18%
16%
16%
17%
10%
13%
14%
5%
3%
3%
4%
1%
1%
2012
2013
43%
45%
43%
I want to enjoy, and avoid
thinking about the bad
economic situation too much
Promotions
My revenues after tax
have increased
The economic situation is
more secure
There are many innovations
that make me spend more
money
Services and recomendations
from retailers may convince
me to spend more money
Other reason
Consumer reviews and
ratings will convince me to
spend more money
The credit terms offered by
the retailers are good
27%
35%
38%
33%
27%
28%
12%
15%
17%
20%
18%
16%
10%
14%
14%
21%
18%
14%
7%
7%
7%
6%
7%
7%
2014
Xmas Survey 2014
37
What are the reasons driving your decision to
spend more during year-end festivities?
When comparing age and gender groups, clearly
promotions are most relevant for women and
youngest (18-24 years old) age groups.
Portugal - Gender
47%
33% 28%
42% 43%
51%
32%
20%
Average
19%
Men
25% 24% 22%
Women
Portugal - Age
47%
33%
55%
47%
28%
20%
47%
29%
8%
Average
18-24
51%
48%
39% 39%
32%28%
26% 30%
24%
25-34
35-44
28%
17%
25%
24%29% 18%
45-54
Promotions
I want to enjoy, and avoid thinking about the bad economic situation too much
My revenues after tax have increased
Other reason
38
Xmas Survey 2014
55-64
Most desired and most
popular holiday gifts
Xmas Survey 2014
39
What types of presents would you
most like to receive?
In 2014, cash lost importance in terms of mostly
desired gifts in Europe.
• In 2014, books occupy the 1st place for the same number
of countries (8) as cash, while in 2013, only 2 out of 18
countries (Luxembourg and South Africa) did not place
cash as the first choice.
• In Portugal:
• Cash is still the most desired gift, but the difference has
shortened compared to books, clothes and travel;
• Since 2012, the ranking of top three most desired gifts
is the same.
• Gradually the pattern of most desired gifts is returning to
the year 2011 profile.
First choice
2014
United Kingdom
Books
-
-
-
France
Books
Money (cash)
Money (cash)
Money (cash)
Portugal
2013
2012
2011
Money (cash)
Money (cash)
Money (cash)
Books
Spain
Books
Money (cash)
Money (cash)
Books
Italy
Books
Money (cash)
Money (cash)
Books
Travel
Money (cash)
Money (cash)
Books
Money (cash)
Money (cash)
Money (cash)
Books
Germany
Books
Money (cash)
Money (cash)
Books
1st 57%
Luxembourg
Books
Books
Money (cash)
Books
3rd 44%
4th 46%
Belgium
Money (cash)
Money (cash)
Money (cash)
Money (cash)
4th 45%
4th 43%
3rd 47%
The Netherlands
Money (cash)
Money (cash)
Books
Books
5th 39%
6th 38%
9th 33%
-
-
Denmark
Books
Money (cash)
Money (cash)
Books
Laptop/PC Computer
6th 38%
9th 34%
7th 36%
-
-
Finland
Money (cash)
Money (cash)
Money (cash)
Books
Tablets
7th 35%
5th 40%
5th 37%
-
-
Poland
Books
Money (cash)
Books
Books
Cosmetics/Perfumes
8th 34%
7th 38%
8th 33%
5th 39%
Ukraine
Money (cash)
Money (cash)
Money (cash)
Money (cash)
Jewellery/watch
9th 30%
8th 36%
6th 37%
6th 33%
Russia
Money (cash)
Money (cash)
Money (cash)
Money (cash)
Beauty care, massage, spa treatment
10th 30%
South Africa
Money (cash)
Chocolates
Money (cash)
Money (cash)
Top 10 Portugal
2014
2013
2012
2011
Money (cash)
1st 56%
1st 61%
1st 58%
2nd 57%
Books
2nd 53%
2nd 51%
2nd 51%
Clothes/shoes
3rd 51%
3rd 50%
Travel
4th 50%
Smartphone
40
Xmas Survey 2014
-
28%
-
28%
-
-
Greece
Switzerland
What types of presents would you most like to
receive?
Money, books and travel are amongst the top five
desired categories for both men and women.
• However, for men, cash is the most preferred gift whilst
women prefer clothes/shoes.
• Men are also more attracted by technology: Smartphones
(2nd), Laptops (4th), Tablets (6th). Whereas Women
are more interested in fashion/beauty gifts: Clothes/
shoes (1st), Cosmetics/perfumes (5th), Beauty care (6th),
Acessories (7th) and Jewellery (8th).
Top 10 Portugal - Men
2014
2013
Top 10 Portugal - Women
2014
2013
Money (cash)
53%
51%
Clothes/shoes
64%
64%
Smartphone
45%
44%
Books
62%
59%
59%
70%
Books
44%
44%
Money (cash)
Laptop/PC Computer
44%
39%
Travel
58%
50%
Travel
42%
41%
Cosmetics/Perfumes
49%
55%
Tablets
38%
44%
Beauty care, massage, spa treatment
47%
44%
Clothes/shoes
37%
36%
Accessories (Bags)
42%
44%
Food & Drink
29%
21%
Jewellery/watch
41%
48%
Tickets for theatre/concert/cinema/sports match
23%
23%
Tickets for theatre/concert/cinema/sports match
36%
34%
Sport and leisure equipment
22%
16%
Smartphone
34%
33%
Xmas Survey 2014
41
What types of presents would you
most like to receive?
Money, clothes/shoes, laptop/PC computers and
travel are between the top five most desired gifts
for the youngest generations (18 to 24 and 25 to 34
years old).
• Although money continues to be the most preferred gift
for Portuguese youngest generation (18 to 24 years old),
it has lowered its value from 71% in 2013 to 65% in
2014.
42
Xmas Survey 2014
Top 10 Portugal - Age 18-24
2014
2013
Top 10 Portugal - Age 25-34
2014
2013
Money (cash)
65%
71%
Money (cash)
61%
61%
Clothes/shoes
60%
57%
Clothes/shoes
55%
53%
50%
54%
Laptop/PC Computer
56%
53%
Books
Smartphone
53%
55%
Travel
45%
53%
Travel
52%
53%
Laptop/PC Computer
38%
31%
Books
48%
44%
Tablets
38%
40%
Tablets
43%
54%
Smartphone
37%
44%
Cosmetics/Perfumes
40%
36%
Jewellery/watch
33%
33%
Tickets for theatre/concert/cinema/sports match
40%
37%
Beauty care, massage, spa treatment
32%
32%
Accessories (Bags)
39%
33%
Cosmetics/Perfumes
32%
34%
What types of presents would you most like to
receive?
Books, money, clothes/shoes and travel are the most
preferred gifts in the adult generations (35 to 44
and 45 to 54 years old).
• When compared to 2013, in both group ages, money lost
the 1st place in ranking of most desired gift.
Top 10 Portugal - Age 35-44
2014
2013
Top 10 Portugal - Age 45-54
2014
2013
Books
60%
55%
Travel
55%
40%
Money (cash)
58%
60%
Money (cash)
53%
49%
51%
44%
Clothes/shoes
51%
48%
Books
Travel
48%
40%
Clothes/shoes
41%
39%
Smartphone
43%
37%
Laptop/PC Computer
37%
28%
Tablets
40%
41%
Smartphone
33%
26%
Tickets for theatre/concert/cinema/sports match
34%
30%
Cosmetics/Perfumes
32%
35%
Laptop/PC Computer
33%
31%
Jewellery/watch
29%
28%
Beauty care, massage, spa treatment
31%
34%
Beauty care, massage, spa treatment
28%
26%
Cosmetics/Perfumes
30%
41%
Food & Drink
28%
23%
Xmas Survey 2014
43
What types of presents would you
most like to receive?
For the most senior generation (55-64 years old),
the most desired gift categories are books, travel
and clothes/shoes.
• Money decreased its importance from 67% to 43% as the
most desired gift, moving from 1st place in the ranking to
4th place.
44
Xmas Survey 2014
Top 10 Portugal - Age 55-64
2014
2013
Books
56%
58%
Travel
51%
42%
Clothes/shoes
50%
54%
Money (cash)
43%
67%
Cosmetics/Perfumes
38%
44%
Smartphone
31%
30%
Tablets
31%
35%
Laptop/PC Computer
28%
28%
Beauty care, massage, spa treatment
28%
16%
CD
28%
32%
Which of the following types of presents do you
think you will buy for your friends and family this
year (apart from children and teenagers)?
Books are the most preferred gift to offer in 14 out
of 17 countries.
• Books are set as the successful gift for 2014 Xmas. It
occupies the 1st rank in both desired and offered gifts, in
most surveyed countries.
• In Portugal, the most preferred gifts to offer are books
(51% of respondents). Clothes/shoes, chocolates and
cosmetics/perfumes are also popular gifts.
•There is no convergence between offered and desired
gifts. Even if money has gained one place compared to
2013, it is only at the 9th rank of intended gifts to offer
whereas it is the most desired gift.
Top 10 Portugal
First choice
2014
2013
United Kingdom
Books
-
France
Books
Books
Portugal
Books
Books
Spain
Books
Clothes/shoes
Italy
Books
Books
Greece
Books
Books
Switzerland
Books
Books
Germany
Books
Books
2014
2013
Books
1st 51%
1st 50%
Clothes/shoes
2nd 42%
2nd 44%
Luxembourg
Books
Books
Chocolates
3rd 31%
3rd 33%
Belgium
Books
Gift vouchers
Cosmetics/Perfumes
4th 29%
4th 31%
The Netherlands
Books
Books
CD
5th 18%
6th 18%
Denmark
Books
Books
Accessories (Bags)
6th 17%
5th 21%
Finland
Books
Books
Beauty care, massage, spa treatment
7th 15%
8th 16%
Poland
Books
Cosmetics/perfumes
Food & Drink
8th 14%
9th 15%
Ukraine
Chocolates
Chocolates
Money (cash)
9th 13%
10th 13%
Jewellery/watch
10th 13%
7th 17%
Russia
South Africa
Cosmetics/Perfumes Cosmetics/perfumes
Chocolates
Chocolates
Xmas Survey 2014
45
Which of the following types of presents do
you think you will buy for a teen between
the ages of 12 and 18?
The top 3 most offered gifts for teenagers in Europe
has remained the same as in 2013. Books, games
and money are still the 3 most offered gifts to
teenagers.
Top 10 Portugal
46
Xmas Survey 2014
2014
2013
First choice
2014
2013
United Kingdom
Games
-
France
Games
Games
Portugal
Books
Books
Spain
Games
Games
Italy
Books
Books
Greece
Books
Books
Switzerland
Books
Money (cash)
Books
1st 37%
1st 35%
Germany
Books
Books
Clothes/shoes
2nd 22%
2nd 25%
Luxembourg
Books
Games
Games
3rd 20%
3rd 23%
Belgium
Money (cash)
Money (cash)
CD
4th 14%
4th 15%
The Netherlands
Books
Books
Money (cash)
5th 11%
5th 12%
Denmark
Games
Games
Chocolates
6th 10%
8th
9%
Finland
Gift cards
Gift cards
Cosmetics / Perfumes
7th 10%
-
7%
Poland
Books
Books
Games (toys)
8th 9%
6th 12%
Ukraine
Chocolates
Chocolates
Tablets
9th 8%
10th 8%
Russia
Chocolates
Chocolates
Model construction toys
10th 6%
Games
Games
-
6%
South Africa
Which of the following types of presents do you
think you will buy for anyone under the age of
12?
For children the 1st chosen gift remains games,
even if there are a lot of disparities within European
countries first choice.
• Many European countries have toys as first choice, but
educative games are gaining ranks for example in France,
Spain, Belgium or Poland where model construction
toys and learning and experimenting books are the first
choices.
• In Portugal, like for all other age groups, books come as
the first choice of gift to offer to children.
First choice
United Kingdom
France
Portugal
Top 10 Portugal
2014
2013
Books
-
Model construction toys
Model construction toys
Books
Books
Spain
Model construction toys
Learning and experimenting
Italy
Baby and infant articles
Baby and infant articles
Games (toys)
Clothes/shoes
Greece
2014
2013
Books
1st 32%
1st 30%
Germany
Model construction toys
2nd 30%
2nd 29%
Luxembourg
Clothes/shoes
3rd 29%
3rd 28%
Belgium
Games
4th 27%
4th 26%
Learning and experimenting
5th 22%
5th 20%
Baby and infant articles
6th 18%
Dolls & plush
Switzerland
Books
Books
Games (toys)
Games (toys)
Books
Books
Model construction toys
Games (toys)
The Netherlands
Games (toys)
Games (toys)
Denmark
Games (toys)
Games (toys)
6th 18%
Finland
Games (toys)
Games (toys)
7th 17%
7th 17%
Poland
Technical toys
8th 13%
8th 15%
Ukraine
Action toys
9th 12%
9th 12%
Russia
Sportswear
10th 11%
10th 11%
South Africa
Learning and experimenting Learning and experimenting
Books
Books
Learning and experimenting
Model construction toys
Games (toys)
Games (toys)
Xmas Survey 2014
47
Top gift purchased and wished for 2014,
2013 and 2007
In 2007, before the beginning of the financial crisis,
there was a high level of match between most
desired and preferred gifts.
• In 2013 there was almost a perfect mismatch between
desired and preferred gifts, with most Europeans wishing
for money but preferring to offer books.
•This year, we see a lower level of mismatch between
desired gift and intentions to buy, with books raising its
importance.
First choice
United Kingdom
France
2014
1st wish
1st buy
Books
Books
United Kingdom
First choice
2013
1st wish
1st buy
-
-
First choice
United Kingdom
2007
1st wish
1st buy
-
-
Cash
Books
Books
Books
France
Money
Books
France
Money (cash)
Books
Portugal
Money
Books
Portugal
Clothes
Books
Spain
Books
Books
Spain
Money
Clothes/shoes
Spain
Clothes
Clothes
Italy
Books
Books
Italy
Money
Books
Italy
Books
Books
Greece
Travel
Books
Greece
Money
Books
Greece
Clothes
Books
Portugal
Switzerland
Money (cash)
Books
Switzerland
Money
Books
Switzerland
Books
Gift vouchers
Germany
Books
Books
Germany
Money
Books
Germany
Cash
Books
Luxembourg
Books
Books
Luxembourg
Money
Books
Luxembourg
N.A.
N.A.
Belgium
Money (cash)
Books
Belgium
Money
Gift vouchers
Gift vouchers
Gift vouchers
The Netherlands
Money (cash)
Books
The Netherlands
Money
Books
The Netherlands
Books
Books
Books
Books
Denmark
Money
Books
Denmark
N.A.
N.A.
Finland
Money (cash)
Books
Finland
Money
Books
Finland
N.A.
N.A.
Poland
Books
Books
Poland
Money
Cosmetics/Perfumes
Poland
N.A.
N.A.
Ukraine
Money (cash)
Chocolates
Ukraine
Money
Chocolates
Ukraine
N.A.
N.A.
Russia
Money (cash)
Cosmetics/Perfumes
Russia
Money
Cosmetics/Perfumes
Russia
Cash
Cosmetics
South Africa
Money (cash)
Games
Chocolates
Chocolates
Clothes
Music
Denmark
48
Xmas Survey 2014
South Africa
Belgium
South Africa
In case you have different options to buy gifts for
children, which criteria do you favour?
For Europeans, the best gifts for children are still
those that are educational in nature.
Portugal
Educative
• 52% of Europeans favor educational gifts for children,
versus 58% in 2013.
Traditional
• As last year, Portuguese keep preferring educational toys
in comparison to Europeans (75% vs 52%).
75%
4%
Green
8%
Innovative
9%
Trendy
5%
Europe
9%
19%
4%
10%
21%
7%
12%
13%
58%
Af
ri
ss
ia
ca
49%
So
u
th
Ru
e
58%
Uk
ra
in
d
39%
Po
lan
k
ar
lan
er
3%
12%
15%
12%
12%
lan
d
37%
Ne
th
18%
65%
ds
m
iu
lg
Be
25%
9%
10%
4%
11%
Th
e
Lu
x
em
bo
ur
g
an
y
rm
er
9%
9%
21%
54%
47%
26%
Ge
lan
d
45%
64%
25%
7%
Fin
20%
27%
56%
8%
13%
6%
18%
nm
19%
11%
6%
12%
4%
13%
De
15%
9%
10%
17%
18%
itz
ly
Ita
ain
Sp
12%
10%
15%
Sw
70%
5%
18%
7%
13%
ce
2%
15%
7%
22%
Gr
ee
8%
10%
6%
6%
54%
l
49%
ga
36%
75%
tu
26%
5%
9%
8%
4%
Po
r
20%
5%
16%
13%
6%
16%
Fr
an
ce
Eu
ro
pe
52%
14%
UK
11%
14%
8%
15%
Educative
Traditional
Green
Innovative
Trendy
Xmas Survey 2014
49
Purchasing strategies
50
Xmas Survey 2014
When do you expect to purchase the majority
of your gifts for this year versus last year?
60% of Portuguese do their Christmas shopping
between December 1st and 24th.
• UK, Germany and The Netherlands are the countries in
which Christmas shopping is more antecipated.
• Russians, Ukrainians and Greeks buy their gifts essentially
after December 15th. Winter sales in Russia and Ukraine
start in the middle of December and people usually offer
gifts on December 31st.
Portugal
Before Nov
Nov
1-15 Dec
16-24 Dec
25-31 Dec
Jan and after
9%
26%
35%
25%
2%
2%
Greece
Russia
Poland
Ukraine
Spain
Finland
Luxembourg
Denmark
Italy
Belgium
Portugal
Europe
Switzerland
France
South Africa
The Netherlands
Germany
UK
Before December
Between 1 and 15 December
After 15 December
Xmas Survey 2014
51
When buying gifts for Christmas, to what extent do
the following factors influence your buying decision?
Europeans are still sensitive to sustainability issues,
especially child labor.
• Still, 4 out of 10 respondents, in Portugal and Europe,
claim sustainable products are more expensive and as
such will not favor buying these products.
• 8 out of 10 Portuguese (compared to 67% in Europe)
claim they do not buy products involving child labour.
• For the Portuguese, besides child labor, one of the top
factors for influencing buying decision is the information
provided in the packaging with 75% of respondents.
Portugal
Europe
80%
I do not buy products involving child labour
I am careful about the information provided on the packaging
(e.g. origin, Fair-trade, expiration dates and nutritional facts...)
75%
I will mainly buy products made either in my region or in my
country (in particular to sustain the national economy)
67%
I do not buy products involving child labour
67%
I am careful about the information provided on the packaging
(e.g. origin, Fair-trade, expiration dates and nutritional facts...)
65%
I will mainly buy products made either in my region or in my
country (in particular to sustain the national economy)
55%
I avoid buying products with a substantial carbon impact on
the planet
I avoid buying products that do not respect economic
sustainability
63%
I do not buy products manufactured with bad working
conditions in developping countries
55%
63%
53%
I do not buy products manufactured with bad working
conditions in developping countries
63%
I avoid buying products that do not respect ecological
sustainability
I avoid buying products that do not respect economic
sustainability
50%
I avoid buying products that do not respect ecological
sustainability
57%
I avoid buying products that do not respect social sustainability
49%
I avoid buying products that do not respect social sustainability
56%
I avoid buying products with a substantial carbon impact on
the planet
50%
I avoid buying sustainable products because they are too
expensive
52
Xmas Survey 2014
43%
I avoid buying sustainable products because they are too
expensive
43%
Regarding your year-end festivities shopping (both gifts
and food), how will you change your purchasing
behaviour compared to last year?
Europeans are increasingly becoming smart
shoppers.
• Also 79% of Portuguese claim they will not buy products
on impulse, compared to 48% in Europe.
• As in 2011, 2012 and 2013, Europeans as well the
Portuguese will prioritize their budget on products that
are on sale and that are useful.
• In Portugal, price continues to be one of the main drivers
for gifting decision with 75% of consumers saying that
they will take price into consideration when doing their
shopping, whereas in Europe it will be relevant for 46% of
respondents.
Portugal
Europe
I will buy products and gifts that are on sale
I will focus on useful gifts
I will shop at less expensive stores
-5%
I will buy discount and retailers’ private label products
I will manage my Xmas spending by preparing a budget
I intend to give group gifts
I will buy for fewer people
I will buy less expensive gifts
I will buy second-hand products as gifts
I will buy gifts without taking into account the price
I will buy on impulse
2013
-10%
-27%
-25%
-33%
-28%
-41%
-30%
-48%
-50%
-55%
-70%
-75%
-69%
-79%
2014
21%
14%
15%
13%
4%
6%
0%
I will buy products and gifts that are on sale
I will focus on useful gifts
I will shop at less expensive stores
-3%
I will buy less expensive gifts
I will manage my Xmas spending by preparing a budget
I will buy discount and retailers’ private label products
I will buy for fewer people
I intend to give group gifts
I will buy second-hand products as gifts
I will buy on impulse
I will offer gifts without taking into account the price
2013
-6%
-7%
-4%
-8%
-7%
-15%
-20%
-25%
-36%
-40%
-42%
-48%
-39%
-46%
16%
10%
16%
8%
2%
0%
0%
2014
Xmas Survey 2014
53
Thinking about your actual spending behaviour
compared to a year ago, are you doing less, the
same or more of the following?
Following previous years trends, consumers are
becoming more promotions sensitive and digital
oriented.
Portugal
Buy more items “on sale”
55%
Research online to find better coupons, deals, etc
Research online to find opinions, suggestions
• More than 40% of Europeans are willing to search for
discount information online and buy more products “on
sale”.
• In Portugal, online research is gaining ground with
52% of respondents claiming they will do more online
research to find better prices and 40% to find opinions,
suggestions.
40%
Using loyalty points
Paying with debit card or cash
Using gift cards
13%
Using credit proposed by retailer 3%
5%
25%
4%
35%
14%
65%
3%
19%
22%
61%
13%
68%
13%
Europe
41%
Buy more items “on sale”
39%
32%
Using loyalty points
10% 5%
46%
14%
49%
29%
I delay big spendings
12% 7%
44%
40%
Research online to find opinions, suggestions
40%
24%
48%
18%
9%
12% 10%
21%
14%
21%
13%
Paying with debit card or cash
17%
60%
18%
6%
I enjoy purchasing in stores
16%
60%
19%
5%
I want to spend less money on food
14%
65%
Using credit proposed by retailer 5%
Using specialized consumer credit loans 5%
More
Xmas Survey 2014
51%
Using specialized consumer credit loans 3% 17%
Using gift cards
54
11%
19%
37%
Research online to find better coupons, deals, etc
• In a financial distress context, Portuguese consumers
are more cautious regarding credit, with only 3% of
respondents willing to use more consumer credits, against
68% claiming they will use less.
6%
10%
26%
56%
19%
I want to spend less money on food
16%
17%
31%
20%
13%
13% 5%
37%
39%
32%
I enjoy purchasing in stores
10% 3%
30%
34%
I delay big spendings
• Portuguese are increasingly more sensitive to promotions,
with 55% of respondents claiming they will buy more
items on sale.
32%
52%
About the same
33%
31%
Less
16%
44%
45%
I don't know
18%
19%
5%
For each type of loyalty/reward programmes,
could you rank them by preference?
As in 2013, immediate cash discounts continues to
be the top preference for loyalty reward, both in
Europe and Portugal.
Portugal
66%
63%
Immediate discounts (cash off)
Earning points offering vouchers/discounts to spend in other
several retailers
7%
10%
Earning points offering gifts
7%
7%
Earning points offering vouchers to spend in the store
9%
7%
Earning points offering vouchers/discounts to spend in the store
and in the e-commerce site of the retailer
5%
6%
Future discount (cash off)
6%
5%
Receiving exclusive offers or invitation to exclusive events (private
sales…)
0%
3%
Other
0%
0%
2013
2014
Europe
47%
42%
Immediate discounts (cash off)
Earning points offering vouchers/discounts to spend in other
several retailers
13%
12%
Earning points offering vouchers to spend in the store
11%
11%
Earning points offering vouchers/discounts to spend in the store
and in the e-commerce site of the retailer
10%
11%
Earning points offering gifts
10%
10%
Future discount (cash off)
8%
7%
Receiving exclusive offers or invitation to exclusive events (private
sales…)
0%
5%
Other
1%
1%
2013
2014
Xmas Survey 2014
55
The Omni-channel
Consumer
56
Xmas Survey 2014
The Omni-channel Experience
Consumer Christmas shopping habits are
increasingly cross-channel.
• In Europe, doing Christmas shopping online is already an
habit for 36% of the respondents.
• In Portugal, cross-channel plays a major role on search
and comparison shopping stages, with approximately
40% of respondents using both online and stores for
searching and comparison purposes.
• In Portugal, the online channel is becoming progressively
more popular as the channel for searching (+8%
of respondents vs. 2013) and comparison (+2% of
respondents vs. 2013).
• Online shopping conversion in Portugal (15%) has
significant room for improvement comparing to European
average (36%).
Portugal
46%
Europe
42%
39%
50%
48%
42%
43%
75%
36%
40%
17%
18%
35%
26%
2012 2013 2014
Searching
38%
38%
41%
12%
14%
16%
2012 2013 2014
Comparing
83%
17%
40%
48%
43%
46%
85%
33%
25%
35%
25%
15%
2012 2013 2014
Buying
Online
36%
28%
29%
29%
32%
2012 2013 2014
Searching
Stores
22%
31%
27%
26%
27%
2012 2013 2014
Comparing
67%
68%
64%
33%
32%
36%
2012 2013 2014
Buying
Online and stores
Xmas Survey 2014
57
Where are you getting ideas and advice on the gift
categories below?
Online and Omnichannel play a key role for ideas
and advising on gifting.
• In Portugal:
• Already 41% of consumers claim they use websites
only or websites and stores as the source for ideas and
advice on food & drinks category, a significant increase
compared to 32% of 2013.
• More than 5 out of 10 respondents claim to use
websites only or websites and stores as the source for
ideas and advice on gifting, with exception of food &
drinks category.
Portugal
Europe
Video games
41%
21%
38%
Video games
47%
17%
36%
Movies (DVD/ Blu-ray)
40%
21%
39%
Music
47%
18%
35%
41%
Movies (DVD/ Blu-ray)
Green tech
38%
High tech
Music
Books
22%
22%
35%
28%
34%
37%
27%
Leisure
23%
Health & beauty
22%
Gift boxes & cards
21%
Sports
20%
31%
37%
48%
37%
41%
38%
Green tech
40%
20%
40%
36%
Books
40%
47%
41%
31%
43%
29%
27%
Health & beauty
26%
32%
41%
Sports
26%
30%
44%
17%
40%
43%
Toys
23%
42%
42%
Home gifts
23%
Home gifts
15%
45%
40%
Food & drinks
14%
Fashion
Food & drinks
Stores
37%
Leisure
16%
27%
23%
Gift boxes & cards
Toys
Xmas Survey 2014
38%
17%
Fashion
59%
16%
42%
Website
58
47%
High tech
43%
23%
14%
Websites and stores
23%
37%
31%
35%
31%
56%
47%
36%
46%
42%
46%
30%
Could you please state if you will be searching for
products and comparing value online, in stores or
both for the gifts categories below?
Online gains ground also on searching and
comparison shopping stage.
• Online also plays a major role in food & drinks category
for search and comparison with 37% of consumers in
Portugal and 45% in Europe using at least websites.
• 50% of respondents use at least websites to search
and compare products, with exception of food & drinks
category.
Portugal
Europe
Video games
27%
26%
Movies (DVD/ Blu-ray)
26%
30%
Green tech
23%
High tech
21%
Music
Leisure
20%
16%
Books
16%
Gift boxes & cards
14%
31%
29%
35%
36%
40%
51%
47%
44%
45%
48%
45%
35%
13%
43%
12%
47%
Toys 12%
Health & beauty 11%
47%
48%
42%
63%
17%
17%
37%
High tech
Sports
Home gifts 10%
Food & drinks 8%
39%
37%
Music
46%
50%
Fashion
48%
Video games
Movies (DVD/ Blu-ray)
33%
Books
33%
Green tech
31%
Leisure
25%
Gift boxes & cards
23%
19%
17%
21%
22%
23%
34%
44%
46%
44%
50%
46%
47%
51%
43%
Sports
22%
Health & beauty
21%
41%
Toys
20%
30%
50%
42%
Fashion
20%
31%
50%
19%
32%
48%
44%
41%
Home gifts
Food & drinks
29%
Website
Stores
13%
29%
34%
55%
49%
45%
32%
Websites and stores
Xmas Survey 2014
59
Where would you actually buy the specific gifts
below?
Online shopping conversion market share is
growing.
• Gifts such as movies, music and video games will be
mostly bought online by consumers.
• In Europe, although a significant percentage of
consumers still prefer to close the deal in-store, in several
categories, more than 50% of consumers already prefer
pure online/mobile or ordering online from physical stores.
• In Portugal, physical stores still play a major role when
closing the deal, although online is a key traffic generator
for stores.
Portugal
Europe
Video games
22%
12%
Movies (DVD/ Blu-ray)
47%
37%
3%
13%
1%
Movies (DVD/ Blu-ray)
20%
65%
13%
Music
45%
3%
38%
13%
1%
Music
20%
68%
12%
Video games
44%
4%
36%
14%
1%
Leisure
17%
71%
10%
Books
38%
3%
47%
11%
2%
Books
16%
74%
9%
High tech
38%
3%
45%
14%
1%
Green tech
15%
12%
2%
High tech
15%
14%
2%
71%
75%
Gift boxes & cards 10%
81%
Sports 10%
79%
Home gifts 10%
13%
Leisure
33%
3%
9%
Green tech
32%
3%
Toys
27%
3%
57%
Sports
26%
3%
58%
7%
6% 2%
Gift boxes & cards
26%
78%
7% 4%
Home gifts
25%
Health & beauty 10%
79%
7% 4%
82%
82%
Food & drinks 3%
92%
Online
Xmas Survey 2014
Mobile commerce
50%
48%
8% 2%
Fashion 10%
Toys 9%
60
65%
8%
4%
In physical stores
Fashion
24%
Health & beauty
22%
Food & drinks 9% 2%
Ordering online in/from a physical store
3%
2%
3%
2%
11%
2%
1%
57%
12%
2%
60%
11%
2%
59%
11%
3%
63%
10%
3%
81%
Mail order catalogues
12%
7% 1%
How much did your household approximately spend on
the subjects below for the year-end festivities in 2013
and what do you expect to spend in 2014?
The weight of internet shopping is growing on a
steady pace in Europe and already has a significant
market share in most countries.
Europe
60%
51%
50%
45%
40%
29%
30%
38%
35%
33%
29%
29%
28%
24%
26%
26%
21%
20%
21%
15%
11%
10%
32%
30%
ca
So
ut
h
Af
ri
ia
ss
Ru
e
ra
in
Uk
d
an
Po
l
Fin
lan
d
ar
nm
De
lan
Th
e
Ne
k
ds
m
iu
lg
th
er
em
Lu
x
Be
bo
ur
g
an
y
rm
Ge
lan
d
Sw
itz
er
ce
Gr
ee
ly
Ita
ain
Sp
l
ga
Po
rtu
UK
Fr
an
ce
Eu
ro
pe
0%
2011
2012
2013
2014
Xmas Survey 2014
61
To what extent do you use physical stores as a
showroom, visit a physical store to see and compare
the products (price) and then buy them via internet?
Channels strategic role increasingly blurring.
• Only 31% of consumers in Portugal and 24% in Europe
claim they never used physical stores as a showroom and
then bought on internet, whereas 22% in Portugal and
25% in Europe claim they always or often do it.
Portugal
Europe
Never
31%
Sometimes
47%
Often
Always
62
Xmas Survey 2014
Never
19%
3%
24%
Sometimes
51%
Often
Always
20%
5%
You stated that you will be going online. Please state for
each option mentioned below if you will or will not be
using them for searching and/or comparing products.
When going online consumers use multiple sources
for searching and comparing products.
• Websites of brands/suppliers, search engines and online
shops are the most popular sourcing tools for European
and Portuguese e-consumers to search and compare
products (average 90%).
• Social media, forums and blogs are also gaining
popularity among internet users in order to compare and
search products, a trend which is stronger in Portugal
than in other European countries.
Portugal
Europe
Email newsletter and
online leafletI receive
via email
87%
82%
83%
Email newsletter and
online leafletI receive
via email
Online shops
(without offline stores)
83%
83%
86%
Online shops
(without offline stores)
Online shops
(with one or more
offline stores)
89%
88%
90%
Online shops
(with one or more
offline stores)
Websites of brand/
suppliers
90%
92%
92%
Websites of brand/
suppliers
87%
84%
85%
Websites with coupons
and offers
82%
92%
90%
Search engines
84%
88%
83%
Comparison sites
85%
86%
86%
79%
77%
77%
89%
91%
92%
84%
84%
84%
Comparison sites
Forums and blogs
Social media
(Facebook, Twitter,
etc)
63%
56%
63%
Social media
(Facebook, Twitter,
etc)
2014
90%
92%
91%
Search engines
64%
55%
60%
2013
86%
87%
88%
Websites with coupons
and offers
Forums and blogs
2012
74%
66%
69%
2012
58%
50%
55%
51%
43%
47%
2013
2014
Xmas Survey 2014
63
You stated you will be using social media.
Below please indicate how you will be using
social media by giving your opinion/advice.
However, when sharing information, they focus on
giving advice/recommendations about products.
Portugal
Europe
I give my opinion/advice to trusted comments,
recommendations about products
68%
65%
I give my opinion/advice about product(s)
(properties)
62%
59%
I give my opinion/advice about prices
65%
64%
I give my opinion/advice to trusted comments,
recommendations about products
62%
62%
I give my opinion/advice about gift ideas
I give my opinion/advice about discounts,
coupons, sale information
72%
57%
I give my opinion/advice about product(s)
(properties)
60%
56%
I give my opinion/advice on retailer’s fan page(s)
2013
64
Xmas Survey 2014
61%
59%
2014
50%
51%
I give my opinion/advice about prices
58%
56%
I give my opinion/advice about discounts,
coupons, sale information
57%
54%
I give my opinion/advice on retailer’s fan page(s)
I give my opinion/advice about gift ideas
2013
2014
48%
48%
54%
51%
You stated you will be using social media.
Below please indicate how you will be using
social media by looking for information.
When using social media, consumers prefer
searching for information rather than sharing their
point of view.
•The majority of consumers look for information related to
prices and discounts, both in Portugal and Europe.
Portugal
Europe
92%
94%
93%
93%
I look for information about prices
I look for information about discounts,
coupons, sale information
I look for trusted comments,
recommendations about products
87%
92%
83%
83%
81%
83%
I look for information about prices
I look for information about discounts,
coupons, sale information
I look for trusted comments,
recommendations about products
82%
82%
I look for information about gift ideas
89%
86%
I look for information about gift ideas
78%
78%
I look for information about product(s)
(properties)
87%
86%
I look for information about product(s)
(properties)
80%
80%
77%
79%
I check what gifts family/friends want
I look for information on the retailer’s
fan page(s)
2013
63%
63%
2014
I check what gifts family/friends want
68%
69%
I look for information on the retailer’s
fan page(s)
71%
71%
2013
2014
Xmas Survey 2014
65
Have you ever used your smartphone to buy a product
and do you expect to use it in the future for buying
products?
M-commerce is increasing its importance every year.
•The use of smartphones for shopping is increasing in
every single country.
•The average European shopping penetration rate using
mobile is 39% in 2014, three countries are already above
50% - England, South Africa and Germany.
I have already done
59%
46%
36%
34%
ca
So
ut
h
Af
ri
ia
ss
Ru
d
an
Po
l
Fin
lan
d
ar
nm
De
lan
Ne
e
2014
k
ds
m
iu
lg
Th
Xmas Survey 2014
2013
33%
25%
th
er
em
Lu
x
Be
bo
ur
g
an
y
rm
Ge
lan
d
Sw
itz
er
ce
Gr
ee
ly
Ita
ain
2012
66
33%
32%
23%
Sp
l
ga
Po
rtu
UK
Fr
an
ce
Eu
ro
pe
25%
35%
e
32%
ra
in
43%
39%
51%
50%
46%
Uk
45%
Have you ever used your smartphone to buy a product
and do you expect to use it in the future for buying
products?
M-commerce´s potential is significant when
measured by consumers future usage intentions.
• Usage growth expectation rates are especially large for
Portugal, Poland, Ukraine, Greece and Russia.
Europe
66%
64%
59%
65%
45%
36%
43%
41%
35%
ca
ia
Af
ri
ss
So
u
th
Ru
e
lan
d
Fin
ar
nm
De
lan
er
th
Ne
k
ds
m
iu
lg
Th
e
Lu
x
Be
bo
ur
g
an
y
rm
Ge
lan
d
Sw
itz
er
ce
Gr
ee
ly
Ita
ain
Sp
l
33%
25%
23%
ga
33%
32%
29%
tu
Po
r
Fr
an
ce
UK
51% 49%
46%
36%
25%
ro
pe
46%
38%
34%
32% 32%
50%
46%
Uk
ra
in
39%
49%
43%
d
45%
Po
lan
51%
47%
em
48%
Eu
66%
59%
I already have
I will do in the future
Xmas Survey 2014
67
Physical stores
68
Xmas Survey 2014
For the gifts you intend to buy in stores, where do
you think you will buy your gifts?
For Xmas 2014, Hypermarkets and Supermarkets
are progressing at the expense of traditional
department stores.
•The preference remains the same for France and Italy
where Hypermarkets/supermarkets have always occupied
the first position since 2012 in terms of buying gifts.
• Department stores are losing market shares against
Hypermarkets in Finland and Ukraine.
2013
2014
• Concerning specialty chains, they are gaining market
shares in Germany and its neighbour countries, but losing
market shares in Spain.
Traditional department stores
Hypermarkets/supermarkets
Speciality chains
Xmas Survey 2014
69
For the gifts you intend to buy in stores,
where do you think you will buy your gifts?
Portugal
Specialty chains are on average still the most
important channel for European consumers to buy
gifts.
Europe
Traditional department stores
Hypermarkets/supermarkets
In Portugal:
•Traditional department stores are top ranked but
decreased weight comparing to last year.
Speciality chains
• Hypermarkets/supermarkets have an increase of 3%
comparing to 2013.
Traditional local shops
Factory outlet stores
• Hypermarkets/supermarkets are the most important
channel for food&drinks and gift boxes&cards shopping.
Luxury stores
• For sports and toys the most relevant channels are
specialty chains.
44%
49%
45%
25%
19%
22%
20%
19%
21%
4%
6%
7%
3%
6%
5%
3%
1%
1%
2012
Speciality chains
Traditional department stores
Hypermarkets/supermarkets
Traditional local shops
Factory outlet stores
Luxury stores
2013
2014
• For all other categories, traditional department stores are
the key channel.
Portugal
Books
Music
Movies
(DVD/BluRay)
Traditional department stores
70
Xmas Survey 2014
Video
games
High tech
Speciality chains
Green tech
Luxury stores
Health &
beauty
Food &
drinks
Gift boxes
& cards
Traditional local shops
Home gifts
Sports
Fashion
Hypermarkets/supermarkets
Leisure
Toys
Factory outlet stores
33%
30%
29%
24%
29%
28%
25%
22%
25%
12%
13%
13%
3%
3%
3%
4%
3%
2%
For the food you intend to buy for the
year-end festivities, where do you think
you will buy it?
As last year, the majority of European countries
intend to buy food in hypermarkets and normal
sized supermarkets for the year-end festivities.
• In spite of the development of hypermarkets in Poland,
the country is still an exception since 2012 compared
to the other European countries: hard discount stores
remains their most favorite physical stores to buy food.
Ireland
Hypermarket sized shops
France
Hypermarket sized shops
Portugal
Hypermarket sized shops
Spain
Hypermarket sized shops
Italy
Hypermarket sized shops
Greece
Hypermarket sized shops
Switzerland
Normal sized shops
Germany
Normal sized shops
Luxembourg
Normal sized shops
Belgium
Normal sized shops
The Netherlands
Normal sized shops
Denmark
Normal sized shops
Finland
Hypermarket sized shops
Poland
Hard discount stores
Czech Republic
Normal sized shops
Ukraine
Normal sized shops
Russia
Hypermarket sized shops
Xmas Survey 2014
71
For the food you intend to buy for the
year-end festivities, where do you think
you will buy it?
Hypermarket and supermarket are the favorite
stores for most European consumers to purchase
food as in previous years.
Portugal
80% 80%
69%
• In Portugal, hypermarkets are definitely the most
important channel but supermarkets are also gaining
penetration.
74%
47% 48%
Hypermarket Normal sized
sized shops supermarkets
39% 40%
9% 8%
8% 7%
Hard discount
Traditional
Internet
shops
food shops like shopping
the boutcher,
the baker etc...
Men
Women
Luxury
boutiques
2%
Convenience
stores
Portugal
82% 83%80%
55%
65%71%
48%
40%
24%
37%39%
25%
9% 8% 9% 10% 8% 7%
Hypermarket
sized shops
Normal sized Hard discount
Traditional
supermarkets
shops
food shops like
the boutcher,
the baker etc...
2012
72
Xmas Survey 2014
2013
Internet
shopping
2014
Luxury
boutiques
2% 1% 1%
Convenience
stores
Assessments of retailers
Xmas Survey 2014
73
For each type of delivery, could you rank them
by preference?
For Xmas 2014, both in Europe and Portugal, it
is still favored to take-away immediately the
product bought in stores. However consumers
are increasingly considering home delivery after
ordering online, this is particularly true for Portugal.
Portugal
Europe
47%
42%
Take away immediately after shopping in store
32%
40%
Home delivery after ordering online
Home delivery after ordering online
Xmas Survey 2014
27%
31%
Store pick up after ordering online
11%
9%
Pick up at other location after ordering online
8%
8%
Pick up at other location after ordering online
10%
9%
Store pick up after ordering online
7%
9%
2013
74
58%
52%
Take away immediately after shopping in store
2014
Were the online gifts you ordered delivered on
time last year (2013)? If no, in what way does it
affect your buying behaviour this year?
89% of customers say their orders for Xmas 2013
have been delivered on time, similar to last year.
Portugal
11%
•11% of them declared that the delivery was delayed.
Among these 11%, only 31% remain convinced by the
advantages of e-commerce and will choose to order
earlier next time.
89%
Yes
No
Portugal
I will buy gifts in stores this year
49%
I will buy online, but at an earlier stage
I will buy online, but from a different retailer/
webshop
I will buy online, but I will pick up the product in
the physical store myself
It will not affect my buying behaviour
31%
15%
5%
0%
Xmas Survey 2014
75
Which channel responds most adequately to
your following shopping needs?
E-commerce and physical stores satisfy different
consumer needs, online and offline channels
complement each other.
• In Portugal:
• 64% of people perceive as a top advantage of the
digital channel the possibility to know the consumers
opinion on products.
• For Europeans, online is chosen as the best way to
compare products and prices. Internet gives access very
quickly to a diversity of offers and products, and it allows
to know the opinion of other consumers.
• 60% of people perceive that prices can be compared
more easily thanks to the digital channels. Home
delivery and convenience are also key main attributes to
consumers favor e-commerce shopping.
Portugal
Europe
Possibility to know the consumers opinion on products
Prices can be compared easily
Home delivery
60%
Shopping when I want
Products can be compared easily
Price level
Broad assortment
Information on availability of products (in stock)
It’s easy to search for and choose what I need
Quality of product information
Shopping costs little time
35%
4%
57%
3%
40%
56%
3%
40%
48%
2%
50%
47%
3%
50%
45%
2%
4%
42%
38%
36%
63%
6%
61%
6%
52%
3%
60%
62%
2%
81%
17% 2%
80%
I can get the products I purchased quickly
16% 2%
81%
88%
88%
89%
E-commerce
32%
57%
5%
37%
56%
6%
37%
55%
5%
39%
53%
6%
39%
In physical stores
Teleshopping
51%
48%
27%
4%
67%
26%
4%
69%
24%
4%
2%
41%
6%
5%
46%
2%
35%
6%
Broad assortment
Competent and professional advice
Possibility to easily exchange or to return products
After sale service (repair)
M-commerce
31%
7%
59%
28%
30%
Information on availability of products (in stock)
Shopping costs little time
Quality of product information
I can get the products I purchased quickly
Pleasure while shopping (nice experience)
Protection of my personal datas (ID, address, etc)
Safety in respect of payment
87%
7%
60%
Products can be compared easily
Price level
It’s easy to search for and choose what I need
55%
2%
18% 2%
Xmas Survey 2014
64%
Prices can be compared easily
Home delivery
Shopping when I want
53%
Pleasure while shopping (nice experience)
Protection of my personal datas (ID, address, etc)
Competent and professional advice 9% 2%
Possibility to easily exchange or to return products 9%
Possibility to know the consumers opinion on products
47%
4%
47%
44%
Safety in respect of payment 11%
After sale service (repair) 10%
76
• When choosing offline stores consumers appreciate the
possibility to return products, after sales service and
professional advice.
71%
23%
4%
73%
22%
4%
72%
20%
3%
75%
20%
4%
75%
2%
Which area would you expect retailers to
invest in, in order to improve your shopping
experience?
Lower prices, better integration of both offline and
online channels and customer relationship are the
key topics consumers would like to see retailers
investing on.
Portugal
3,1
Lower prices
Better integration of physical and online stores
Europe
2,8
Lower prices
Customer relationship (advice)
1,5
1,4
Better integration of physical and online stores
Customer relationship (advice)
1,3
1,5
Home delivery
1,2
Home delivery
1,3
Provide the advantages of physical stores to online stores
1,2
Provide the advantages of physical stores to online stores
1,1
1,2
0,8
Provide online services in store
0,8
0,8
Provide online services in store
Self scanning check outs
Self scanning check outs
Economic sustainability
0,7
Economic sustainability
0,7
Ecological sustainability
0,7
Ecological sustainability
0,6
Social sustainability
0,5
Social sustainability
0,6
Xmas Survey 2014
77
Survey methodology
78
Xmas Survey 2014
Survey methodology
• Deloitte realized this survey about the consumption
during year-end period in 17 countries from Western
Europe, Eastern Europe, and in South Africa, and included
17,326 consumers. A similar survey is conducted in
Canada, in the United States and in Latin America.
•The conclusions of this survey are based on consumer
data which have been collected during a survey realized
by Deloitte.
•The fieldwork was executed in October 2014 (first to third
week). View page 80 for details.
• Data related to spending values, in euros, was collected
in two different periods:
•1st round: First two weeks of October;
• Respondents are aged 18 to 65 years old. Information
has been collected via Internet, with a structured
questionnaire for a sample of individuals, within
controlled panels.
• Each consumer in the panel is identified by panelist firms
through the following aspects:
•Socio-demographics;
•Personal interests;
•Consumer behavior.
•To adjust the Internet sample to the population of each
country, we used ex-post statistical weighting.
The weighting is based on gender and age in each
country.
•2nd round: Second week of November.
Xmas Survey 2014
79
Survey methodology
Participating countries - 17
Go live date
Fieldwork ready *
Sample
Belgium
09-10-2014
14-10-2014
848
Denmark
09-10-2014
15-10-2014
761
Finland
10-10-2014
15-10-2014
762
France
09-10-2014
15-10-2014
1.553
Germany
15-10-2014
17-10-2014
1.785
Greece
09-10-2014
15-10-2014
609
Italy
07-10-2014
14-10-2014
1.774
Luxembourg
09-10-2014
14-10-2014
601
-
-
1.626
Poland
06-10-2014
15-10-2014
763
Portugal
08-10-2014
15-10-2014
760
Russia
03-10-2014
13-10-2014
761
South Africa
09-10-2014
16-10-2014
764
Spain
03-10-2014
13-10-2014
1.683
The Netherlands
Switzerland
-
-
785
Ukraine
03-10-2014
14-10-2014
769
United Kingdom
09-10-2014
14-10-2014
762
Total
* View page 79 for details
80
Xmas Survey 2014
17.326
Para mais informações,
contacte-nos:
Luís Belo
Partner
Consumer Business
Tel: +351 210 427 611
Fax: +351 210 427 950
[email protected]
Nuno Netto
Associate Partner
Consumer Business
Tel: + 351 210 422 525
Fax: +351 210 427 950
[email protected]
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