Shoppers feel gloomy about 2011

Shoppers are feeling a lot gloomier about their financial prospects for 2011 compared to last year, according to IGD's latest ShopperTrack research published today (Monday).

Over three-fifths (61%) of them think they will be worse-off in the next 12 months – more than double the level (27%) in October 2010.

When asked by ShopperTrack, ‘how do you expect your personal circumstances to change in the next 12 months’, shoppers said:

  • I will be a lot better off (1% v. 8% October 2010)
  • I will be slightly better off (9% v. 21%)
  • About the same (29% v. 44%)
  • I will be slightly worse off (42% v. 22%)
  • I will be a lot worse off (18% v. 5%)

Responding to more pressures on their income, such as higher petrol prices, 61% of shoppers said they planned to cut down on eating or drinking out in the year ahead. While 58% said they intended to spend less on clothes shopping.

Joanne Denney-Finch, chief executive, IGD, said:

"Shoppers are clearly feeling a lot more downbeat than they were last year and plan to do some major belt tightening. Shoppers of all ages and across all socio-economic groups are telling us they intend to cut back on non-essentials, such as going to the theatre or on holiday.

"Shoppers seem to be less keen to economise on their food and grocery shopping, with only around a third (32%) citing this as a category they intend to spend less on. But this figure could be even lower, as our research also reveals that 32% of shoppers mistakenly believe that January’s VAT increase applies to all their food and grocery shopping."

IGD ShopperTrack found when asked:

1.    ‘Thinking about changes to the economy will you economise on any of the following in the year ahead?’,  the top eleven answers shoppers said were:

  • Eating or drinking out (61%)
  • Clothes shopping (58%)
  • Going out to the theatre/cinema/concerts (48%)
  • Holidays (43%)
  • Home entertainment such as DVDs, payTV (41%)
  • Treating yourself such as beauty treatment, massage (39%)
  • Travelling by car (34%)
  • Cutting back on savings (33%)
  • Charitable donations (32%)
  • Home and garden improvements (32%)
  • Food shopping (32%)


2.     ‘How do you expect your personal economic circumstances to change in the next 12 months?’, these shoppers said they expected to be worse-off:

  • 68% from the DE socio-economic group
  • 56% from the ABC1s
  • 65% of over-55’s
  • 67% of 35-54 year-olds
  • But only 45% of 18-34 year-olds


3.     ‘The Government increased VAT to 20% on 4 January 2011. Thinking about your grocery shop, which products does [the VAT increase] apply to?’ shoppers said:

  • All my food and groceries (32%)
  • Main meal items, like fresh meat or ready meals (28%)
  • Some treat foods and drinks, like sweets, crisps and ice-cream (61%)
  • Alcohol and tobacco (79%)
  • Non-edible grocery items I regularly buy, like toothpaste and washing powder (64%)
  • Electrical products, such as TVs and CDs/DVDs (83%)

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Read These Next



The range of colours and flowering times makes for cheerful and economic displays, Miranda Kimberley reports.

Why are supplier shows and meet-the-buyers events gaining popularity?

Why are supplier shows and meet-the-buyers events gaining popularity?

Retailer shows are becoming more popular as garden centres seek to strengthen bonds with suppliers at these behind-closed-doors events.

What can growers do to reduce their use of plastics?

What can growers do to reduce their use of plastics?

Growers are waking up to the push towards cutting plastic use and are increasingly looking for substitutes and alternative methods.

Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Horticulture Week Top 100 GARDEN CENTRES 2017

See our exclusive ranking of garden centre performance by annual turnover. 

Garden Centre Prices

Peter Seabrook

Inspiration and insight from travels around the horticultural world

Read more Peter Seabrook articles

Neville Stein

Business advice from Neville Stein, MD of business consultancy Ovation

Read latest articles


Free to subscribers, the essential guide for professional plant buyers

Download your copy