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From the survey conducted by UCE RESEARCH, we know where Poles are going before this year’s Christmas buy groceries. 80 percent respondents from the group of over 1,100 consumers responsible for everyday purchases in their households will choose stationary stores. In turn, 18 percent. of the respondents plan to buy some of the goods in online stores, and the rest – in traditional stores. Only for 1 percent. it does not matter. In turn, 0.5 percent. they have e-shops and answers without pointing to the place.
– Over 95 percent FMCG purchases are made in Poland in stationary stores and this trend will not change any more before Christmas. Although consumers reduce the average time spent in such places and want to make more planned transactions, it is traditional retail outlets that allow them to choose the best products for the festive table. It can also be seen that consumers fear less and less purchases made in person – comments Marcin Lenkiewicz, co-author of the study, a long-term observer of the retail industry.
We also know when the Poles will do the biggest grocery shopping before Christmas. 33 percent of the respondents will make them a week before Christmas. In turn, 22 percent. of respondents intend to buy a few days before Christmas. 19 percent each they have answers 2 weeks before Christmas and in early December. 5 percent of consumers do not know it yet, and for 2 percent it does not matter. As Marcin Lenkiewicz emphasizes, the “one week ahead” option was also the most frequently chosen last year. But now it has gained 5 pp more. This may be related not only to the willingness to wait for better offers, but also to the observation of a pandemic situation and the decision about how many people will sit at the festive table.
– This year’s results confirm the often heard thesis that Poles got used to the coronavirus and trusted vaccinations. They are not afraid of crowding customers in the last week or even in the few days before Christmas. Additionally, they are counting on a quick launch sale. It is also important that people just work. The end of the year and the prospect of holidays heat up the working temperature in companies, which postpones the decision to start preparing purchases – says Dr. Andrzej Maria Faliński, vice president of the Economic Dialogue Forum Association, former long-term general director of the Polish Trade and Distribution Organization (POHiD).
We also know from the survey what will decide about buying food for Christmas. The most important thing is the price – 78 percent Marcin Lenkiewicz points out that this factor increased by as much as 4 pp compared to last year’s declarations. This is a fairly obvious answer in a noticeable context price increases, also in store formats that have so far been associated with cheap shopping, e.g. in discount stores. However, the next places in the ranking are promotion – 71 percent, quality – 50 percent, customer’s own experience – 38 percent. and the availability of goods – 24 percent.
– Price has always been important, and in times of record inflation – all the more so. However, that doesn’t mean that it doesn’t matter the quality people are looking for. Customers want to pay less for it. They seek to meet the price pro value principle at the most favorable level. Of course, what matters is the shopping experience, which works best when visiting the store. It is all the more important, because products are rather available everywhere, and customers want to make the right quality and price choices for a given product – adds Dr. Faliński.
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Poles also indicated how much money they will spend on grocery shopping before Christmas. 25 percent of respondents are planning to spend PLN 101-200 per person. 19 percent announces expenses of PLN 201-300, and 13 percent. – up to PLN 100 In turn, 12 percent. he does not know yet, and after 11 percent. have answers of PLN 401-500 and PLN 301-400. However, 9 percent. respondents choose over PLN 500.
– The allocation of PLN 101-200 per person seems to be quite a reasonable value. Last year, Poles most often declared a budget of PLN 401-500 for purchases for the whole family. Therefore, there is no increase in these expenses. At the same time, there is a high probability that within this amount the average household will obtain a smaller amount of products due to increases and inflation. In addition, there is the uncertainty factor, because the number of infections is growing dynamically again – emphasizes Lenkiewicz.
In addition, the study shows that 90 percent. respondents plan to buy from shopping list. 5 percent of the respondents do not intend to use it. For 2 percent of the respondents it does not matter whether they use such a tool. Other consumers do not know yet whether they will use it. According to the expert, Poles prefer to have a shopping list, because then they will not forget to buy something they need. In addition, of course, there is also the fact of controlling expenses, because with such a list they will spontaneously put little more into their baskets.
– There is inflation and it encourages planning and deliberate choice. Therefore, it can be expected that sales of impulse products will decline, but let’s wait with categorical theses. Wage increases will keep the level of Christmas shopping, but at the same time inflation evokes a voice of reason. We will see what it will be like right after Christmas – sums up Dr. Maria Andrzej Faliński.