Nearly half (47%) of UK shoppers plan to direct more of their Christmas spending to discount and value retailers, rising to 62% among Millennials, according to research from Sensormatic Solutions.
A further 21% is expected to shop at thrift or vintage stores, while 17% plan to visit outlet locations, highlighting how consumers are changing where they shop as they look for better value.
The shift towards value-focused shopping is also reflected in Christmas spending plans. Sensormatic’s survey of more than 1,000 UK shoppers found that 43% intend to focus their gift spending on promotional periods, while average Christmas spending budget is expected to fall by 10% year-on-year to £504.70.
Additionally, two-thirds (67%) plan to spend more time hunting for deals, leading to a more considered, conversion-ready shopper in-store.
"Most purchase journeys now start online, shoppers arrive with a clear idea of what they want in mind and choose retailers they trust to deliver that product with a seamless experience to match," Andy Sumpter, Head of Consulting and Analytics at Sensormatic Solutions, said.
"The sale is effectively already completed by the time they arrive in-store. The retailer’s job is to meet them at that moment: have the product ready, where it should be and at the right price.”
The findings come as Saturday 28 November, the day after Black Friday, is set to be the busiest in-store shopping day of the 2026 festive season, overtaking Super Saturday, the last Saturday before Christmas, which held this position for the last three consecutive years.
Data Analysis from Sensormatic’s ShopperTrak Analytics platform, which captures 40 billion store visits globally each year, predicts that Boxing Day on 26 December will be the second busiest shopping day, followed by Super Saturday on 19 December.
These trends point to increased competition around pricing and promotions during Golden Quarter, as additional survey data points to strong shopper efficiency and spending as key drivers of overall expected peak trading footfall performance.
With 54% of shoppers opting to spread the cost of Christmas across multiple paydays, nearly half (47%) will have already started their gift buying this month.
“The slightly muted traffic compared to previous years may lead retailers to feel that they’re fighting an uphill battle, but it only tells half of the story,” Sumpter continued.
“While individual visits have been trending downward throughout the year, conversion rates are rising. Retailers that recognise the scope of the modern journey and lean on data to inform their approach will be more likely to get those high-intent shoppers through the doors on the days that matter most."