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VoucherShares.co.uk commissioned the following research at the end of 2019.
Over 1500 consumers based from around the UK were polled to understand their spending habits particularly in the lead up to and during Christmas.
The purpose of the research was to find out how many people buy a Christmas outfit and how often they wear it. And to understand how many people are considering the impact of fast fashion on the environment and ultimately are UK consumers shopping more sustainably in 2020?
How often do UK consumers buy a new outfit for the Christmas party season?
When asked ‘’Will you buy a new outfit for the Christmas party season?’’ 68% of respondents said they will buy themselves a new outfit for the Christmas party season
How often do UK consumers wear outfits and dresses?
When asked “Is it likely you will wear a new outfit/dress bought for the party season just once?” 51% responded ‘yes’.
How often do UK consumers buy a new dress/outfit for a big event, like a Christmas party or wedding?
71% of females always buy a new dress/ outfit for a big event like a Christmas party or wedding.
How many times do women wear dresses purchased for a special event?
When asked how many times they would end up wearing a dress bought for a special event, British females said only about 4 times.
Do women get excited buying a new dress?
27% of women said they get genuinely excited choosing a new dress for the festive season.
Are UK consumers going to shop more sustainably in 2020?
In 2020 25% of UK consumers said they would shop more sustainably.
Why do people buy fast fashion?
22% of UK consumers interviewed said they buy fast fashion to put them in a good mood.
Do UK consumers buy clothes similar to the ones they already own?
21% of consumers interviewed buy clothes that look identical to the ones they have already got.
Do UK consumers feel guilty about buying clothes?
19% of consumers feel guilty about the amount of clothes they buy.
Do women care if they wore the same dress as someone else?
19% of women said they would be mortified if someone wore the same dress as them.
How important is it to UK consumers to look the best dressed at a party?
12% said it’s their mission to always look the best dressed at a party.
Do UK consumers feel offended if they don’t get complimented on how they look at a party?
8% of people get offended if they don’t get complimented on how good they look at a party.
Do UK consumers wear the same dress to a Christmas party?
7% of people said they wouldn’t be caught dead wearing an old dress to the Christmas party.
How much do UK consumers spend on pampering at Christmas?
When asked how much they spend on pampering on anything from manicures, hair, tans and waxing, the average female Brit will spend £89.16 pampering themselves in the run up to their Christmas party, this is slightly higher for ages 16-29 at £105.33.
Do UK consumers feel like they have NOTHING to wear, despite having a wardrobe crammed with clothes?
72% of UK consumers feel like they have nothing to wear despite their wardrobe being crammed with clothes.
How much money do UK consumers spend on a new outfit or dress for a Christmas party?
When asked how much they will spend on an outfit/dress for this Christmas party season, on average respondents will spend £85.21 on an outfit for the Christmas party season. This is slightly higher for ages 16-29 at £113.52 and ages 30-44 at £106.61
What is the best part of a Christmas party?
When asked what your favourite part of a Christmas party, 54% said the food, 52% said the socialising, 49% said the drinks, 33% said good food, 24% said dancing, 22% said getting ready, 12% said flirting.
How many clothes do UK consumers buy for a party?
When asked ‘do you often order more than one party outfit online and then pick the best of the bunch’, 47% of respondents will often order more than one party outfit online and pick the best of the bunch.
What do UK consumers do with clothes they don’t want?
Do UK consumers mind returning items bought online?
When asked if they think it’s a pain to return items they have bought online 81% said yes.
Do UK consumers wear an outfit more than once to a special event?
Do UK consumers feel guilty about buying fast fashion that’s cheap and cheerful but hardly ever worn?
55% of UK consumers feel guilty for buying fast fashion that’s cheap and cheerful but that they hardly wear.
The fact that the subject of sustainability has gained increasing awareness in 2019 is a positive. As evidence grows about the impact things like food, fashion and agriculture are having on the environment as does consumer awareness around shopping more sustainably. Our research study is testament to this with 25% of consumers saying they will shop more sustainably going into 2020. Although this figure could be higher we think it is a move in the right direction. It is becoming easier and more affordable than ever to shop sustainably and we are confident we will see a shift towards the growing awareness of sustainable shopping. This together with more companies like us offering practical shopping advice and the ability to automatically give something back to the environment as they shop is also, positive.
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Voucher Shares Team
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