Online bargains and the recent riots won’t push festive shoppers off our streets

The shift to online shopping is growing fast. Even before the recent Dublin riots it grew another 16% – while traditional in-person shopping was down 14%, according to the latest survey of consumer habits by EY Ireland. We asked EY’s COLETTE DEVEY, partner and consumer products and retail lead, about the future of shopping, how the riots will impact shops – and her tips for the best Christmas deals.

We seem to have one crisis after another – whether it’s energy, climate or the cost of living. How is this impacting our spending habits?

EY’s latest Future Consumer Index of more than 22,000 consumers across 28 countries finds people globally are being much more purposeful with their spending… considering what and where they buy, prioritising value for money, sustainability and asking themselves if a purchase is really necessary.

How can we save money?

Retailers are responding [to these crises] by recognising the important role that festive sales events play in helping consumers manage the cost of Christmas. This year we have seen retailers start their sales earlier. Additionally, they are offering incentives such as extended returns periods, so consumers can buy early at a discount but safely in the knowledge that items can be returned after Christmas if need be.

What about online vs real-life shopping?

Consumers are seeking a mix of online and in-store deals. To cater for this, retailers are increasingly using smart technologies including data analytics and generative AI, to help consumers find the best deals and discounts. So, it really does feel that ‘one day only’ sales events are a thing of the past, for now.

Your survey came out before the riots. Will they accelerate the online trend even more?

Before I answer, can I please say that my thoughts are with the victims of the tragic incident in Parnell Square, as well as with all of those impacted by the horrendous riots. I don’t expect the trends to be significantly impacted beyond the very short term and we can look forward to a bustling [festive] shopping period.

Your survey showed 61% intended to participate in Black Friday and other sales. Is this figure rising?

An even higher number, 71%, were specifically delaying making a purchase until these sales events. These numbers are rising as consumers seek to take advantage of deals and discounts.

How is climate change affecting consumer behaviour?

More than four in 10 (42%) global consumers report they are thinking of changing the food they eat because climate change has pushed up prices or limited availability, and almost three in 10 (29%) say they have been forced to make new choices already. More than two-thirds (67%) attribute their efforts to drive change to their concern for the fragility of the planet. Any tips for Christmas shoppers?

Do your research. Even if you don’t end up buying online, there is so much information now available. Retailers are increasingly investing in fantastic technology – including generative AI. From a virtual try of a ring or a pair of jeans through to how a couch will look in your actual living room, technology is enabling increased choice and personalisation. My other tip would be to think of sustainability. There are so many options to buy local and buy sustainable products.