Webloyalty Summer 2014 Retail Research

Summer holidays
A focus on Summer 2014

Summer 2014
Page
14
© 2014 Webloyalty & Conlumino
enquiries@webloyalty.co.uk | 020 7291 8720
Looking ahead ... Summer
June 2014
Key trading tips for summer
Summer holidays back on the agenda
With more people planning to take a proper summer holiday this year, retailers should be making a big play around
preparing and getting ready for the summer break. This includes more emphasis on foreign travel products, including things
like guide books and sun accessories.
Premium is in…
With finances improving many consumers will be looking to invest in key summer items. These will mostly be statement
products such as designer sunglasses or special items of clothing. Retailers should be looking to stretch out their price
architectures for these products, giving consumers an option to trade up.
…but value remains critical
Although consumers are willing, and able, to trade up on some items, retailers need to recognise that the consumer mindset
remains fairly frugal. This means that on certain items, such as basic summer clothing, toiletries and basic accessories, many
consumers looking to save money will seek value items or ranges.
Duty-free needs to try harder
Although many consumers do buy duty-free products, a significant number are sceptical about whether the savings offered
are compelling enough. With a more promotional high street and retail sector in general, duty-free retailers need to work
harder at conveying value.
E-holiday boost
With the rise of tablets and e-readers, more holiday-makers are now preparing by buying e-books, apps, digital music or
films. There is an opportunity for retailers, especially online retailers, to capitalise on this via marketing and promotion
during the period just before the holiday season.

Summer 2014
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15
June 2014
Summer holiday spending 2013
Breakdown of summer spending for 2013
All figures are £bn
Total summer holiday spend in 2013 was £8.95bn
Total Summer Holiday retail spend:
2013
£8.95bn
Buying for holiday spend: 2013
£2.54bn
Summer food and drinks spend: 2013
£3.73bn
General summer-specific spend:
2013
£2.68bn
Last year, total spending on summer
holidays was £8.95bn. This splits
down into three main areas:
•  Buying for actual holidays and
vacations, including things like
health and beauty, accessories,
clothing and other sundries such
as guide books.
•  Buying summer food and drink,
such as BBQ products and salads,
which are mainly consumed at
home.
•  Other general summer spend,
which includes spending on things
such as summer clothing not
specifically for holidays or things
like paddling pools, etc.
Please note all spending is retail
spending and so does not include the
cost of things like travel, transport and
accommodation.

Summer 2014
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16
June 2014
Summer holiday spending 2014
Breakdown of summer spending for 2014
All ﬁgures are £bn
Total summer holiday spend in 2014 is forecast to be £9.18bn
Total Summer Holiday retail spend:
2014
£9.18bn
Holiday products spend:
2014
£2.62bn
Summer food and drinks spend:
2014
£3.83bn
General Summer-speciﬁc spend:
2014
£2.78bn

Summer 2014
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17
June 2014
Summer holiday spending growth
Spending growth rates (2013 versus 2014)
All ﬁgures are percentages
Overall spending on summer will grow by 2.5%
2.5
3.1
2.7
1.8
Overall Buying for holidays Summer food and drink General summer spend
Overall, spending growth for summer
will grow by 2.5% this year.
The fastest growth segment will be
spending on holidays which will be
fuelled by greater numbers of people
taking vacations.
Summer food and drink spend will
grow by 2.7%, however much of this
will be driven by higher price inﬂation
rather than by genuine volume
increases.
General summer spend will see the
lowest growth. This is dampened
mostly because many consumers
invested in things like outdoor
furniture last year during the
extended hot spell.

Summer 2014
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18
June 2014
Holiday intentions
Where are you planning to go on your summer holiday this year?
Almost a third will take no holiday at all this year
30.3
28.6
18.4
13.9
12.7 12.5
5.4
4.1
Not taking any
holiday
Going abroad –
short haul
Longer holiday
in the UK
Day trips in the
UK
Going abroad –
long haul
Short city break
in the UK
Short city break
abroad
Taking time oﬀ
work but not
travelling
Just over two thirds of people will
be taking some form of summer
holiday this year, leaving a third
with no plans or intentions for a
summer getaway.
Holidays in the UK are still a
popular option, both in terms of
day trips and those of a longer
length.

Summer 2014
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19
June 2014
Holiday buying
What sort of things do you intend to buy for your holiday?
Over half of consumers will buy new clothing for their holiday
55.4
53.3
34.8 33.9
21.4
19.9
18.1
11.9
10.1
7.9
5.8
3.6 2.3 2.3
Clothing Health
products
Footwear Washing
products
Books or e-
book
downloads
Beauty
products
Sunglasses Guidebooks Gifts for
friends or
family
Beach
towels,
umbrellas
and other
sundries
Camera Beach toys
or
equipment
Sports
equipment
Portable
electronics
or gadgets

Summer 2014
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20
June 2014
Summer spending
Average amounts people spend on certain summer holiday products
In total people spend up to £536 on products for their holidays
Health products £20.60
Beauty products £26.70
Washing products £13.50
Clothing £89.30
Footwear £39.60
Sunglasses £33.80
Sports equipment £53.30
Beach toys £16.50
Beach towels £24.90
Electronics £66.62
Guide books £11.90
E-books £12.20
Camera £94.20
Gifts £32.45
TOTAL SPEND £535.57
Each consumer may spend up to £536 on products for their
summer holidays. The most expensive purchases include
cameras (average spend of £94), clothing (average spend of £89)
and electronics (average spend of £66).
In total, almost £61 per person is spent on health, beauty and
personal hygiene products.

Summer 2014
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21
June 2014
Holiday clothing shops
Customer share of leading retailers
Figures in left hand column are the percentage using each retailer; ﬁgures in the right column are change the since last year
Asda leads the pack for holiday clothing retailers
Asda/George 31.4 +2.1 % pts
M&S 29.3 -1.7 % pts
Primark 25.4 +3.8 % pts
Matalan 21.7 +0.2 % pts
Next 20.2 +0.5 % pts
Debenhams 18.9 -0.3 % pts
Tesco 17.4 -1.1 % pts
New Look 12.4 +0.2 % pts
John Lewis 10.1 +4.9 % pts
H&M 8.2 +0.6 % pts
Bhs 7.4 -0.4 % pts
River Island 4.0 +0.1 % pts
Topshop / Topman 3.9 +0.9 % pts
Zara 2.9 +0.7 % pts
ASOS 2.7 +0.6 % pts
Monsoon Accessorize 2.3 -0.3 % pts
When it comes to where we will shop for our holiday clothing
this year, Asda leads the pack with almost a third of those
intending to buy summer clothing saying they will shop there.
M&S comes closely behind, followed by Primark.
As the summary below shows, the value and fashion focused
retailers have picked up share since last year, whereas the
middle-market players are losing out.
Value retailers
61.9% share (+5.7 % pts since last year)
Mid-market retailers
68.4% share (-2.2 % pts since last year)
Fashion market retailers
18.9% share (+7.1 % pts since last year)

Summer 2014
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22
June 2014
On and oﬄine buying
How will you be doing the majority of your pre-holiday shopping?
Over half will make extensive use of online for summer shopping
Online
only
Mainly
online
Both online and
in-store
Mainly
in-store
Only
in-store
6.1% 10.7% 34.5% 26.6% 22.1%
Numbers may not sum to 100%; residuals are accounted for by
those saying ‘don’t know’.

Summer 2014
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23
June 2014
Essential kit
What could you not go on holiday without?
Over a third could not go on holiday without their smartphone
36.1
15.1 14.4 13.5
11.5 10.5 9.5
34.7
14.0
11.7
3.0
13.1
11.3
1.0
37.3
16.1 16.6
22.3
10.1 9.8
16.6
Smartphone Tablet E-reader Hairdryer Laptop Portable music
player
Hair straighteners
All
Male
Female
Over a third of people say that
they could not go on holiday
without their smartphone.
However, for many women
hairdryers and hair
straighteners are also a
priority.

Summer 2014
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24
June 2014
Duty-free shopping
What best describes your attitude to duty free shopping?
Over a quarter never buy duty-free goods
I always buy duty-
free goods
I sometimes buy
duty-free goods
I never buy duty-
free goods
17.1% 57.2% 25.7%

Summer 2014
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25
June 2014
Duty-free shopping
Which of the following statements on duty free shopping do you agree with?
Over a quarter feel that duty-free is a bit of a rip-off
31.8
27.9
22.4
20.1
8.6 8.5 8.0 6.7 6.6
4.3
I buy things for
myself from duty-
free
Duty free is a bit
of a rip-off
It’s great value I buy gifts for
others from duty-
free
I find it hard to
find the things I
need or want
I end up buying
things from duty-
free just because
they are there
I always find the
products I need or
want
Duty-free goods
are generic and
inauthentic
Duty-free shops
have some good
“authentic” local
products
Instead of buying
souvenirs on
holiday I end up
buying things
duty-free on the
way home

Summer 2014
Page
26
June 2014
Forgetting to pack
Which of the following items do you most commonly forget to pack?
A phone charger and toothbrush are the most often forgotten items
1 Phone charger 9.4
2 Toothbrush 8.5
3 Enough socks/underwear 5.1
4 Sunglasses 4.6
5 Sun cream 4.1
6 Shower gel/soap/shampoo 3.1
7 Camera 3.0
8 Book 1.9
9 Music 1.6
10 Flip-ﬂips/appropriate footwear 1.6
69.9%
30.1%30.1% of people usually
forget to pack something,
and this is what they most
commonly forget to take
69.9% of people claim
that they rarely forget
anything when
packing for holiday

Methodology
About the research

Methodology
Page
28
June 2014
Methodologies and sources
•  A combination of consumer research, secondary research and market
forecasting were used to compile this report.
•  Consumer research in this report is based on a survey conducted with a
UK nationally representative poll of consumers. Over 2,000
consumers were interviewed during early May 2014 and questioned
about their views on summer holidays and their likely shopping
behaviour for this event. They were also asked about the World Cup
and their intentions for this.
•  All numbers relating to expenditure and forecast expenditure of
gadgets are taken from Conlumino’s own retail model. This is updated
on an ongoing basis with inputs from oﬃcial sources (such as the BRC
and ONS), retailers’ results and trading updates, other secondary
sources and industry surveys, Conlumino’s ongoing programme of
research into consumer spending and habits, and underlying economic
drivers and trends. Conlumino analysts both model and interpret this
information to provide guidance on the likely future direction of retail
expenditure at an overall, sector and category level.
•  Unless otherwise stated, all sources of information are derived from
Conlumino’s own research and should be referenced to Webloyalty/
Conlumino.

Conlumino
020 7936 6654
hello@conlumino.com
7 Carmelite Street, London EC4Y 0BS
Webloyalty
020 7291 8720
enquiries@webloyalty.co.uk
19-21 Great Portland Street, London

Webloyalty Summer 2014 Retail Research

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