British shoppers are planning to spend less this Christmas due to sales scepticism, according to a new report by Ve Global.
The research surveyed over 2,000 consumers, with 42 per cent saying they plan to spend less on Christmas this year.
Sales scepticism was the main reason behind this sentiment, with 73 per cent revealing they believe retailers bump up original prices to make discounted prices look more appealing, indicating that sale events could be damaging brands and customer relations.
In addition, 48 per cent of consumers say they plan to browse or buy only from the brands they know and trust during the festive period.
Quality, price and customer service were identified as the key components for “what makes a good deal” indicating that consumers aren’t simply interested in the lowest price, but quality products and experiences.
Ve Global also revealed that 51 per cent of customers are planning to do their Christmas shopping online this year, rather than at the shops.
“In the current climate of economic uncertainty and scepticism towards sales, getting consumers to part with their cash this year won’t be as easy,” Ve Global chief executive Jack Wearne said.
“Consumers plan to browse or buy from the brands they trust and have good experiences with.
“So retailers shouldn’t see it as a mere price war, but an opportunity to really connect with the customer.
“Though many brands have built up trust and good customer experience in-store, this is under threat with the shift to online.
“With the data showing that many consumers plan to do their Christmas shopping online, online retailers must learn how to build trust and deliver the great experiences that are associated with bricks-and-mortar stores.”