Savvy research suggests cautious spending in the run-up to Christmas

Savvy’s latest research suggests that the slowing retail spending momentum we’ve seen in October and November is likely to continue throughout the Golden Quarter, as cautious shoppers watch their spending this Christmas.

Reduced consumer confidence and uncertainty as we enter 2018 means shoppers say they plan to cut back on their Christmas spending in a number of areas.

Retailers are already feeling nervous. Black Friday discounts were broad and deep at many retailers – more the feeling of the January Sales than a one-day spectacular. A toxic combination of weak sales momentum and discounting could have worrying implications. Retailers will be hoping for a pre-Christmas sales surge in the final weeks.