Shopping, Stuffing and Sales – A Quick Look at Christmas 2014

Shopping, Stuffing and Sales – A Quick Look at Christmas 2014

By myclever™ Agency

UK Christmas spending is expected to total £748million this year, according to retail group IMRG and Experian.

Between friends, family members and even the office Secret Santa, Christmas 2014 saw a continued growth in spending on previous years.


In the days building up to the Christmas, there were 162,508 mentions of “Christmas shopping” online.

Christmas Shopping mentions

Christmas Shopping Mentions Onilne

Photo sharing app Instagram has over 340,000 images with variations of the hash tag:


One brand bringing the festive season to life well was Ted Baker. Their TedsElfie campaign implemented several Instagram accounts, each featuring hand drawn imagery, to lead customers on a hunt for the seven missing elves. Similar to Chupa Chups‘ halloween effort, the simplicity and visually appealing style pushed Instagram users towards the brand.


Amazon released their holiday sales performance review (here) in which they announced that over 60% of all their holiday sales were made on mobile devices. According to Red Orbit, Amazon saw a spike in online sales around 10a.m. on Christmas Day, as last-minute shoppers purchased gift-vouchers and digital downloads, and another spike after midday when shoppers searched for accompanying items for their presents.

IMRG and Experian also anticipated that retail websites experienced a 29% increase in visits to 167million. BarclayCard predicted that over half of customers would browse online sales on Christmas Day itself, with a fifth expected to make purchases. UK Shoppers who did take to internet sales on Christmas Day were spending up to £441,000 per minute.

 Shopping the Sales

As they have in the last few years, the Christmas sales began as early as the week before Christmas. Three out of four high street retailers started their in-store sales before December 25th, with an average discount of 45% on the biggest shopping weekend of the year. “Christmas sales” had over 41,000 mentions in the past week, peaking (inevitably) on Boxing day.

Christmas sales mentions

Christmas Sales Mentions Online

There is a growing trend to wait until the sales when buying presents for friends and family members that you know you won’t be seeing until after the big day: up to 28% of adults wait until after December 25th to make their purchases.

Online clothing and accessory retailers ASOS saw their digital store front run into trouble when their 50% off sale crashed for several hours on Sunday, under the strain of incredibly high demand.

Asos crashed


Christmas Dinner

At the dinner table, research shows that the average UK family (2.4 kids et. al.) spent £207.59 on food this Christmas; higher than previous years due to increased consumer confidence. “Christmas Dinner” had 218,602 mentions online in the last week alone, with an obvious spike occurring on the big day.

Christmas Dinner mentions peak

Mentions of Christmas Dinner Online

Supermarkets’ social media efforts have been out in force in 2014. Tesco took the hassle out of gift giving with their Twitter scanning app, while Asda made the most of Vine’s growing popularity with fun, creative and even interactive microcontent:

Elsewhere, Sainsbury’s marked the centenary of World War One with its Christmas advert being watched over 16.5 million times:

This, of course, sparked parodies, including the Sainbury’s vs Tesco car park football video below:

Over To You

What do you think? Did you spot any social media trends this Christmas?

This post was written by myclever™ Agency

Exceptional marketing is driven by human insight. myclever™ Agency craft beautiful, useful and engaging experiences with social media at the heart.