The Stylight 10 Years Report
The Shopping Data Report
‘Twas the month before Christmas when all through the web, shoppers were adding to their carts and clicking ‘Check Out.’ We surveyed 2,000 people across the UK, Germany, Italy, and France and asked them about their Christmas shopping habits; this is what we learned.
31% of people are likely giving clothing as Christmas presents
When asked, “What’s the likelihood of buying your loved one’s clothing as gifts this Christmas?” Fifty-seven percent of UK respondents said they were either likely or highly-likely to gift clothing.
32.2% likely shop for accessories as Christmas presents
Slightly more than half (54%) of the shoppers surveyed said they were likely to buy accessories for their loved ones this holiday season. Accessories include shoes, purses, jewellery, men’s accessories, and the like.
Fashion relies too heavily on personal preferences. More than one-third of applicants (34%) say they avoid buying loved ones fashion-related merchandise because they don’t want to mistake the recipients’ style or wants.
We all know sizing is not universal. A size 8 in one shop could mean a size 6, 8, or 10 in another. One-quarter (27%) of survey respondents said the reason they avoid gifting fashion items is that they are unsure of the correct sizing.
One-quarter (25%) of survey respondents said the reason they wouldn’t give clothing as a gift is they would rather something timeless than an of-the-moment item.
60% prefer a voucher
over an item from their favourite shop
Deck the Halls with gift cards: When surveyed, a whopping 60 percent of UK shoppers say they prefer receiving a gift voucher as a Christmas gift than a physical item from their favourite brand or shop. This is slightly more than the American average, which, according to Deloitte, sits around 54 percent. People are expected to spend an average of $139 (£109) on gift cards, an increase of $25 (£20) from 2017 on vouchers this year.
Would it surprise you to learn that most Stylight shoppers fall into the ‘Early bird gets the worm‘ category when it comes to their Christmas purchases? The Black Friday weekend continued to dominate online retail shopping in 2017 as the peak week for Christmas shopping fell between November 19 and November 25th. The biggest shopping day of last year? November 24, 2017. The numbers from 2018 keep with the Thanksgiving weekend trend as the peak day thus far for 2018 was November 18.
The historically American shopping day has made a big impact on the European shopping landscape. According to market research firm Forrester, the combination of Black Friday sales events and the increasing popularity of mobile shopping has amounted to a 12.1 percent growth for Western Europe retail sales in November and December.
Specifically, consumers in the UK and the Nordic countries are some of the most enthusiastic Black Friday shoppers. Salmon, a digital commerce consultancy, reported that the average UK consumer spent 16 percent of their total Christmas spend on Black Friday; that figure increased to 28 percent for 16-24-year-olds.
The entire retail industry is gearing up for the most wonderful time of the year as shoppers are expected to spend $1,536 (£1,202) this Christmas season. According to Deloitte’s 2018 Holiday Consumer Survey, the average American household will spend one-third ($525) of their holiday budgets on gifts and gift cards, just over $600 on experiences, including entertaining their guests, and $400 on non-gift purchases, including decorative home furnishings and new holiday outfits.
Post-holiday sales also continue to grow more prominent. Alliance Data’s 2018 Holiday Retail Outlook found 40 percent of consumers said they plan to shop post-holiday, up 5 percent from 2013.
What gift should you expect under the tree this year? One of the most-searched items on Stylight in November 2018 were the Balenciaga Sock Sneakers retailing for around £495.00, but hey – at least delivery is free.
Did you ask Santa for the Off-White PVC and leather high-top sneakers C/O Virgil Abloh for Christmas? The highly-coveted ‘Off-Court’ sneaker with PVC trims was one of the most-searched products on Stylight in November 2018.
The Pharrell Williams SOLARHU capsule collection reimagines East African weaving techniques with the classic adidas cool and was one of the most-searched-for items on Stylight.
This men’s Off-White logo-print sweatshirt, retailing for £390.00, rounds out Stylight’s most-searched fashion items in November 2018.
Off-White Logo Printed Bag Strap
This logo printed bag strap from Virgil Abloh’s Off-White streetwear brand was the no.1 most-searched-for item on Stylight UK in 2017.
2017 was a remarkable year for Virgil Abloh and Off-White. Since graduating with a master’s degree in architecture from the Illinois Institute of Technology in 2006, the 38-year-old designer has taken the streetwear industry by storm.
Abloh started his career in fashion within an internship at Fendi alongside Kanye West in 2009. Two years later he teamed up with Jay-Z and West to art direct the album Watch the Throne, a feat which earned him a Grammy nomination. Abloh launched his first brand, Pyrex Vision, in 2012, and in the following year, his iconic Off-White brand was born.
In 2017 Abloh partnered with Nike to create “The Ten” – a collaboration which lauded him the biggest sneaker release that year, making famous his now-signature exposed safety tag design.
In March 2018, Abloh was named artistic director of Louis Vuitton‘s menswear collections, the first designer of colour to ever to hold such a position at an LVMH-owned house.