Year-end spending survey 2013 Customers more optimistic ... · 2013 Customers more optimistic, with higher budget ... According to the 2013 survey, Deloitte’s 16th annual analysis

Year-end spending survey 2013 Customers more optimistic, with higher budget

November 2013

© 2013 Deloitte Tax & Consulting Xmas survey 2013 2

Content

Inside consumer mind-set 3

Year-end budget 4

Most desired and most popular year-end gifts 5

Purchasing strategies 6

Executive summary 2

Cross-channel 7

Where do consumers plan to do their year-end shopping? 8

Survey methodology 9

Contacts 10

Foreword 1

© 2013 Deloitte Tax & Consulting

Foreword


Foreword

This is an overview of the 16th annual Xmas Survey conducted by Deloitte’s Consumer Business teams

to determine European consumers’ intentions for the 2013 year-end holiday spending.

This year the Survey covered 18 countries in Western and Eastern Europe as well as South Africa.

The Euro zone region is still facing the crisis, with a new unemployment rise and perspectives of ‘gradual’

improvement in the economic outlook that will have to wait until 2014. In this difficult economic setting, it is

particularly instructive, to assess consumer resilience during the atypical year-end holiday shopping

season.

During the second and third week of September 2013, we surveyed a representative sample of 17,354

consumers in different European countries about their spending intentions with regard to gifts, extra

holiday food and outings.

The continuing economic difficulty and uncertainty may have an impact on how consumers actually behave

versus what they said in September.

These potential limitations should, of course, be taken into account by our readers.


Executive summary


Executive summary Luxembourg

Deloitte consumer survey: Luxembourg more optimistic, with higher

spending budget for the year end

According to the 2013 survey, Deloitte’s 16th annual analysis of year-end spending, Luxembourgers are approaching the current

economic climate with a more positive attitude (41% having a negative outlook in 2013 compared to 53% in 2012). This is reflected by

their planned expenditures: With a predicted household budget of €825, which represents an increase of 2% (€16) compared to the

budget spent in 2012, the Grand Duchy rose one rank since last year and came in second, preceded by Ireland (ranked first with a

budget of €894). Furthermore, in 2012, the population of Luxembourg spent €809 of the expected €815.

This year’s survey analysed the behaviour of over 17,000 consumers from 18 countries across Europe and South Africa (among those

consumers 602 were in Luxembourg vs. 500 in 2012). For the second time in a row, the 2013 edition of the survey was conducted with

the support of the Confédération Luxembourgeoise du Commerce (clc).

Positive outlook on the future, especially within the younger generation

In 2013 a more positive attitude is prevalent among Luxembourg consumers in respect of their outlook for the future. Some 6%

anticipated an improvement of the economic situation in 2012 whereas in 2013 13% of the respondents believe that things will improve.

Moreover, fewer people have a negative outlook on the future of the economy. Only 39% of the Luxembourg consumers remain

pessimistic towards the economic future in 2013 in comparison to 57% in 2012. Further observations illustrate that younger generations

are less sceptical and have a more positive perception of the current state of the economy.

According to the survey, 41% of Europeans, whereas only 31% of Luxembourgers, say their spending power decreased. Again,

Luxembourg youngsters are less pessimistic about their economic situation than the older generations. In 2012, 31% feared that their

purchasing power would further decrease, compared to 29% in 2013.



Books still the most popular present

In 2013 books are both the most expected and the most offered gifts for adults. The surveyed population expects to receive money in

2nd place whereas the 2nd most popular offered gift is cosmetics/perfume. Jewellery comes in at 3rd place in both categories. In relation

to the gifts which are given, generally holiday gifts meet the recipients’ expectations.

Amongst teenagers aged between 12 and 18 years, videogames take the highest gift rank, followed by books and money. Videogames

have become more popular among youngsters, whereas money as a gift remains stable.

For children under 12 years, books are the most commonly chosen gifts, followed by video games and experimental/science gifts. In

general, consumers ensure that the toys which are given have an educational element and further focus on buying useful gifts.

Year-end shopping in the first half of December

In relation to the timeframe for consumers buying gifts, the majority of Luxembourg’s consumers (37%) buy their holiday gifts between 1

and 15 December, 28% in November and the minority buy their gifts during the second half of December, for a total of 26%.

In the field of green-tech, high-tech, videogames, movies, music and books, the use of online shopping and e-commerce has increased.

Video games, movies, music and books represent the products most commonly bought online and all are above the European

consumer averages. In 2013, 30% of Luxembourg’s consumers state that they will spend online. This is 2 points higher than in 2012.



More online buyers in general, but the majority still buys gifts in physical

stores

76% of Luxembourgish consumers indicated that they visit showrooms to view and compare the desired products, but may occasionally

go on to purchasing them online.

70% of the surveyed Luxembourg population buy their gifts from traditional stores, the European average for which is 68%.

In 2013, hypermarkets/supermarkets were selected by 30% of local consumers as their preferred location to buy gifts, whereas in 2012

the percentage was at 32%.

M-commerce is on the rise in Luxembourg

In 2012, 22% of the surveyed Luxembourgers, claimed to have already bought gifts with their phones or tablets whereas in 2013, 32%

claim the same. In this respect Luxembourgish consumers find themselves ahead of the European average (26%).

As Georges Kioes, partner at Deloitte Luxembourg with responsibility for the commercial and industrial sectors, explains: “Even though

30% of Luxembourg’s consumers choose to buy their gifts online, a majority of 70 % still choses to physically visit actual stores. Among

the key factors for selecting the latter are the after sales service with 88% considering this, the protection of personal data with 82%

taking this into account, followed by security in respect of payment with 81% flagging this as important and, last but not least, the

possibility to exchange or return gifts with 80% noting this as an influencing factor. Meanwhile, the key drivers for e-commerce are the

fact that one can shop at anytime, anywhere and complete purchases within a short timeframe.”


Executive summary Europe

With a continuous uncertain economic outlook, European consumers remain

pessimistic, however some less than others Europe’s debt crisis continues and the action that European governments have taken to reduce public deficits continues to

weigh on consumer morale.

• In 2013 however, fewer consumers have a negative perception of the economy (with only 50% saying that their

country’s economy is in poor shape, compared to 55% in 2012 and 63% in 2011).

• For 2014, the receding pessimism on the economy is to continue with a decrease of people fearing a worse economic

situation (index of -24 points in 2013 compared to - 40 points in 2012). On one hand pessimism is gaining ground in

the Netherlands, Ukraine, Russia and Finland. On the other hand, in France, Belgium, Switzerland, Germany, Greece,

Ireland, Italy and Portugal, pessimism about the future is on the decline.

• As in 2012, more consumers consider that their purchasing power is rather declining than increasing (negative index

of 24%, similar to 2012). This perception is more common in Ireland, Portugal, Spain, Italy, Greece and the

Netherlands. Russia is the only country amongst the surveyed countries with a positive index.

• Europeans remain concerned about their purchasing power for 2013, but to a lesser extent with a negative index of -

9% compared to -14% in 2012. 30% of Europeans assume they will have less to spend in 2014 (compared to 34%

last year) whilst 21% expect an increase of their purchasing power. Concern about the future is intensifying in a

smaller number of countries: France, Netherlands, Finland and Russia. Southern Europe had experienced a

resurgence of concern about changes in purchasing powder in the previous year, which has slightly decreased.

Finally, other countries such as South Africa, Ukraine, Russia, Finland and Denmark remain somewhat optimistic.



Given this concern about the future, consumers are weighing their purchase decisions more carefully and price is becoming

the main factor.

In 2013, European consumers plan to spend an average budget of €450 for the year-end holiday period, making an increase

of 0.7% compared to last year. This is the first rise recorded since 2008. This increase has mainly been observed in Northern

European countries, Germany (+6.7%) and Switzerland (+3%). On the contrary, a further decrease is expected in Greece (-

12.8%).

On the whole, Europeans remain unwilling to borrow money to finance their Christmas purchases, preferring to use savings,

but also loyalty points acquired (24% plan to do so more this year). They are indeed quite concerned about the future and

could reduce their Xmas spending even more over the coming weeks, particularly if the economy continues to weaken (47%).

However, there are still many consumers who are willing to spend more to treat themselves and forget about the economic

woes (45%). They will be helped in this by attractive promotions (for 35%), with a sharp increase of 8 points compared to

2012. More than ever, finding the best price remains very important to consumers, in order to consume better.



Gift purchasing decisions focus mainly on utility and price

As in 2012, consumers would prefer to receive cash and books and will receive books, cosmetics and chocolates. Books are

the preferred choice in 11 of the 17 surveyed European countries.

Although trips, entertainment tickets, smartphones and tablets are among the Top-10 gifts that Europeans want most, they

are not in the Top 10 of gifts actually offered. This gap has widened most notably for tablets and smartphones, which

consumers wish to receive 5 to 6 times more than they will actually be offered, due to an increase in the desire for

smartphones, moving from 10th to 6th place this year.

This trend is confirmed by 58% of European consumers who say that learning and educational content is their main

consideration for toy gifts: board game, books as well as educational and experiment games for young children. Many

parents feel that encouraging their children to learn will help them deal more effectively with life’s adversities.

As was the case last year, the most popular gifts for teenagers are video games, cash and books.

Gift vouchers are still very popular, after several years of steady growth, they come in 5th in the category of most offered gifts

for adults and climbed 3 places compared to 2012.



The essential role of price

Consumer purchasing behaviour has considerably changed over the past few years and the priority now is clearly attached

to find a useful gift at the best possible price.

• To this end, 83% of Europeans will be looking for products on sale, compared to only 65% in 2011.

• Online searches for products remain a strong trend, cited by 3 out of 4 consumers. More than ever, internet

shopping is the chosen channel for making savings.

More spending trade-off decisions

As was the case in 2013, to preserve their Christmas budget European consumers will be spending less on leisure and

entertainment (40% of respondents), holidays and occasional spending (38%) and clothing (36%). This may be due to the

fact that 32% feel they are paying more taxes.

Europeans say they are willing to spend less on two new budget items in 2014: multimedia (Internet, cable TV, telecoms,

etc.) and everyday purchases (lunch, transportation, magazines, etc.).



The cross-channel trend continues

Over 40% of European consumers use both the Internet and physical stores to find and compare products, although this

figure has fallen by 5 to 7 points this year in favour of internet use only. Showrooming, which corresponds to visiting a shop

to obtain advice, compare prices but buy via internet, also attracts one out of three European consumers on an occasional

basis. However, most purchases (68%) are still completed in shops.

33% of Europeans will purchase gifts on the internet. However, 9% of European consumers indicate that they experienced a

delivery delay in completing their 2012 Christmas purchases, which will lead 40% of them to order earlier this year, and 21%

to change the website they use. It is therefore essential for online distributors to adapt their organisational methods to this

time of year, where the internet market share is higher than normal.

What consumers like about the “cross-channel experience” in particular is that they can use the respective advantages of e-

commerce and physical stores to meet their expectations:

• On the Internet they find information that is not available in stores, such as consumer reviews and opinions, product

and price comparisons and home delivery.

• The main advantages of physical stores continue to be the possibility of exchanging products, followed by after-sales

service and payment security. Data protection is a new criteria this year, and takes the 4th place, demonstrating

consumer sensitivity to this matter.

Finally, 26% of European consumers indicate that they have already purchased via M-commerce (using their smartphone or

tablet), with figures reaching one out of three consumers in Germany, Switzerland, Luxembourg and South Africa. Above all

however, 56% are prepared to do so in the future.

What consumers like about the “cross-channel experience” in particular is that they can use the respective advantages of e-

commerce and physical stores to meet their expectations. Implementing a true cross-channel strategy, built on an integrated

customer relationship, will therefore give retailers a decisive competitive advantage.


Inside the consumer mind-set


How do you rate the current state of the economy?

It’s the first time since 2008 that countries are optimistic

about the current state of the economy

Most countries including Luxembourg are less

pessimistic about the current state of the economy than

last year except the Netherlands, Poland, Ukraine,

Finland, Russia and South Africa

A downward trend

An upward trend

Index between positive and negative

answers

< -40% (negative)

-40% to 0% (neutral)

> or = 0% (positive)


How do you rate the current state of the economy?

• On average, one in two Europeans think the economy is currently in recession. European morale is still low, but on the rise

because last year they were 55% to be negative

• As each year, women and people aged 45 years and more have a more pessimistic view on the current state of the economy

• In Luxembourg 41%, compared to 53% in 2012, think negatively about the current state of the economy

• 8% of Luxembourgers (6% in 2012) think positive about the current economy

• 45% compared to 35% in 2012 have a neutral opinion about the current state of the economy

• In Luxembourg there is no significant difference between men and women, but we see, that the older people get, they

have more negative perception of the current state of the economy, 32% (18-24) compared to 50% (55-64), which is

though a decrease compared to 2012 (42% and 52%)

8%

45% 41%

6%

Positive Neutral

Negative I don'’t know

8% 11% 6%

45% 46% 44% 41% 41% 42%

6% 2%

9%

Average Men Women

Gender

Positive Neutral Negative I don'’t know

8% 6% 8% 7% 12%

8%

45%

56%

51%

43% 38% 38%

41%

32% 34%

43% 47% 50%

6% 6% 7% 7% 3% 5%

Average 18-24 25-34 35-44 45-54 55-64

Age


Luxembourg 2013

6%

35%

53%

7%

Luxembourg 2012

Positive Neurtal

Negative I don't know


How do you rate the future state of the economy?

Most countries are less pessimistic about the expected

state of the economy than last year except the

Netherlands, Ukraine, Finland and Russia

As in 2012, the only country to be optimistic is Denmark

In 2011, no country was optimistic

Luxembourg's index is still in the index range <-25%,

but in an upward trend

A downward trend

An upward trend

South-Africa


answers

< -25% (negative)




How do you rate the future state of the economy?

• On average, this year the majority of Europeans think the expected state of the economy will be the same or positive unlike last

year when 49% of Europeans thought the expected state of the economy would be negative

• As each year, women and people aged 45-54 years and more have a more pessimistic vision than the others, also in

Luxembourg

• In Luxembourg, people have in general a more positive mind about the expected state of the economy than in 2012

• 13% of Luxembourgers compared to 6% in 2012 are positive about the expected state of the economy, 39% negative

(vs. 57% in 2012) and 36% neutral (vs. 24% in 2012)

• Luxembourg is part of the most optimistic countries

• Women are slightly more negative (42%) than men (37%)

• 56% of the people aged 18 to 24 are neutral and only 24% are negative about the expected state of the economy

13%

36% 39%

12%

Positive Neutral

Negative I don'’t know

13% 17%

9%

36% 40%

32%

39% 37% 42%

12% 6%

18%

Average Men Women

Gender


13% 10%

17%

10% 15% 14%

36%

56%

31% 35%

28% 31%

39%

24%

39% 41%

49%

41%

12% 10%

14% 14% 8%

14%

Average 18-24 25-34 35-44 45-54 55-64

Age


Luxembourg 2013

6%

24%

57%

13%

Luxembourg 2012

Positive Neutral

Negative I don't know


How do you rate the current / future state of the economy?

• Historically, the Europeans are less pessimistic regarding the expected state of the economy than regarding the current

state of the economy

• In most countries, including Luxembourg, the percentage of pessimistic regarding the expected state of the economy is lower than

the percentage of pessimistic regarding the current state of the economy excluding Germany, Switzerland and Czech Republic

• Regarding the current state of the economy :

‒ the most pessimistic are Greek people (81%) followed by the Italians (80%), Portuguese (77%) , Spanish (64%) and French (57%)

‒ the most optimistic are the Germans (25% vs. 23% of pessimistic) and Danish (25% vs. 24% of pessimistic)

• Regarding the expected state of the economy

‒ the most pessimistic are Greek people (65%) followed by the Portuguese (59%), Italians (56%), Dutch (54%) and French (49%).

‒ only the Danish are very optimistic

-70%

-60%

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

2008 2009 2010 2011 2012 2013

Current state Expected state Current state (Europe) Expected state (Europe)Current state

(Luxembourg)

Expected state

(Luxembourg)


How would you describe your current spending power

compared to last year?

The most pessimistic countries, are less pessimistic

than last year except the Netherlands and France

Conversely, the most optimistic countries are more

pessimistic than last year except Belgium and Denmark

Luxembourg is in a downward trend regarding its

spending power compared to last year

A downward trend

An upward trend

South-Africa


answers

< -25% (negative)




How would you describe your current spending power compared to last

year?

• Since 2009, all countries, including Luxembourg, have the feeling that their spending power decreases each year except

Ukraine and Russia

• Europeans are on average slightly more pessimistic than last year on their current purchasing power. The only ones to be less

are the Irish, Portuguese, Spanish, Italian, Greek, Belgian and Danish

• Russians are the only ones to think globally that their purchasing power has increased compared to last year, while in 2012

there were also Ukrainians whose index this year is 0%

-80%

-60%

-40%

-20%

0%

20%

40%

2009 2010 2011 2012 2013

Index based on the sum of positive and negative answers


How would you describe your current spending power compared to last

year?

The trend over the last year is slightly more pessimistic

• The only data that changes slightly compared to 2012 is the percentage of Europeans who believe that their purchasing power

has increased : they were 18% in 2012, they are 17% this year

‒ In luxembourg only 18% think that their spending power has increased compared to 20% in 2012

• The percentage of Europeans finding that their purchasing power decreases is the same as last year and amounts to 41%

‒ In Luxembourg this year more people say that they have less to spend than last year, 31% compared to 26% in 2012

• More women than men say that they have less to spend, 35% vs. 26%. And more men than women say that they have

more to spend, 20% vs. 15%.

• People aged 18-24 (26%) and 25-34 (27%) have more money to spend than older people aged 35-44 (10%) and 55-64

(11%)

18%

52%

31%

I have more to spend

I have the same amount to spend

I have less to spend

18% 20%

15%

52% 53% 50%

31% 26%

35%

Average Men Women

Gender

I have more to spendI have the same amount to spendI have less to spend

18% 26% 27%

10% 18%

11%

52% 55%

43%

55% 52% 52%

31% 19%

30% 35% 30% 37%

Average 18-24 25-34 35-44 45-54 55-64

Age

I have more to spend I have the same amount to spend I have less to spend

20%

55%

26%

Luxembourg

I have more to spend

I have the same amount to spend

I have less to spend

Luxembourg 2013

Luxembourg 2012


How do you think your spending power will

develop in 2014?

Most of the countries, including Luxembourg, are more

optimistic than last year about their expected spending

power except Finland, Russia, the Netherlands,

Switzerland and France

A downward trend

An upward trend

South-Africa


answers

< -25% (negative)




How do you think your spending power will develop in 2014?

• For the first time since 2010, the expected spending power index is above -10% in average and for the first time since 2009,

the number of countries which are optimistic is more than 6 (7 countries are optimistic this year, they were 12 in 2009)

• Europeans are on average less pessimistic than last year on their current purchasing power. The only ones to be more

pessimistic are the French, Swiss, Dutch and Russian. Note that Russians are mostly optimistic (index 11%)

• Optimistic people are the Irish, Danish, Finnish, Polish, Ukrainian, Russian, South African and Luxembourgish

-60%

-40%

-20%

0%

20%

40%

2009 2010 2011 2012 2013

Index based on the sum of positive and negative answers


How do you think your spending power will develop in 2014?

• The percentage of Europeans finding that their purchasing power will decrease is less than last year (30% vs. 34%). This is

also true for Luxembourg even though the difference is not that big, 29% this year compared to 31% in 2012

• The average weight of people who believe their purchasing power is the same or improving has increased by 2 points

• More men than women think that their spending power will improve in 2014, 17% vs. 14%

• Most optimistic about their 2014 spending power are the people aged between 25 and 34, with 31% who think their

spending power will improve in 2014

• The feeling of deterioration of the 2014 spending power increases with the age

16%

46%

29%

9%

Improve Stay the same

Deteriorate I don't know

16% 17% 14%

46% 48% 43%

29% 29% 28%

9% 5%

14%

Average Men Women

Gender

Improve Stay the same Deteriorate I don't know

16% 22%

31%

12% 10% 7%

46% 53%

38%

51% 47%

40%

29%

13%

25% 26%

35%

44%

9% 12%

7% 11%

8% 9%

Average 18-24 25-34 35-44 45-54 55-64

Age

Improve Stay the same Deteriorate I don't know

Luxembourg 2013

14%

48%

31%

8%

Luxembourg 2012

Improve Stay the same

Deteriorate I don't know


Year-end budget


Please indicate how you intend to spend your budget at the year-end

In 2013, Luxembourgers will spend the same amount for food than for gifts

• In 2012, Luxembourgers spend most of their budget for food (32%) and gifts have been on position 2 with 30%

• Food and gifts are both equally weighted with 31% each this year

• Like in 2012 the budget allocation for socialising (21%) and travelling (17%) stays the same

• Men and women spend their budget for the holiday season equally

• People aged 55 to 64 spend a higher part of their budget for travelling (20% vs. 17% average)

• People aged 25 to 34 spend a higher part of their budget for gifts (33% vs. 31% average)

The weight of gifts and food in the purchasing intentions increase at the expense of socialising and travelling although socialising

overtake the gifts this year in Greece.

26%

32% 31% 27%

30% 31%

24% 21% 21% 22%

17% 17%

2011 2012 2013

Luxembourg

Food Gifts Socialising Travelling

31% 31% 31% 31% 31% 31%

21% 21% 21% 17% 17% 16%

Average Men Women

Gender


31% 29% 31% 32% 32% 31% 31% 30%

33% 32%

30% 29%

21% 23%

19% 22% 20% 20%

17% 17% 16% 14%

18% 20%

Average 18-24 25-34 35-44 45-54 55-64

Age



Comparison budget 2012-2013 (without travelling)

3% to …

Ukraine (374€)

Russia (442€)

Germany

(399€)

Poland (268€)

Switzerland

(656€)

17,4%

13,1%

6,7%

5,4%

3,0%

0% to -3%

France (531€)

Ireland (894€)

Portugal (393€)

Italy (477€)

-0,9%

-1,7%

-2,3%

-2,4%

-3% to …

Greece (451€)

-12,8%

0% to 3%

Luxembourg

(825€)

Finland (692€)

Denmark (634€)

Spain (567€)

Czech Republic

(430€)

Belgium (503€) The Netherlands

(286€)

2%

1,3%

1,1%

1,0%

0,8%

0,6%

0,3%

Luxembourg back on 2nd position

• After having the highest budget in 2010, Luxembourg was ranked 2nd in 2011 and

3rd in 2012

• Comparing what Luxembourgers really spent in 2012 and what they plan to

spend this year, Luxembourgers plan to spend 2% more than in 2012

• This year’s budget is 825€ per household

• Ireland still has the highest budget with 894€


Weight of online spending in gifts

The weight of online spending in Europe (28% in 2013) is on the rise since 2011 in all countries except in Portugal and

Finland which reached their maximum in 2012

• Germany is far ahead of other countries with 47% of gift purchased online, while Belgium is far below average with only 15% of

purchases online

• Even if online spending is on the rise in Luxembourg since 2011, it is still slightly below the European average (27% vs.

28%)

• In comparison to our neighbouring countries, Luxembourgers spend 20 points less online than Germans, 11 points

less than the French but 12 points more than Belgians

28% 29%

38%

14%

22% 26%

21%

26%

47%

27%

15%

37%

30%

25%

39% 38%

27% 26%

21%

0%

10%

20%

30%

40%

50%

2011

2012

2013


What reasons influence consumers to spend less during year-end

festivities?

• The reasons why European people decide to spend less during year-end festivities are the same as last year :

‒ the economic downturn (47%)

‒ the decrease of revenues (40%)

• Luxembourgers rank the economic downturn 1st with 50% but on 2nd position is “other reason” (30%)

• The decrease of revenues is ranked 3rd in Luxembourg with 24%, which is nearly half of the European average, that is

40%

• On average the fear of economic downturn and the decrease of revenues are lower than in the past, in Luxembourg the feat of

economic downturn is rather stable with 48% in 2011, 51% in 2012 and 50% in 2013

• In Luxembourg, 15% of the respondents will spend less because they are afraid of losing their job, which is an

important increase compared to 2012 (9%) and 2011 (8%)

48%

36%

8%

21%

9%

51%

25%

23%

9%

12%

1%

50%

30%

24%

15%

13%

5%

The economic downturn continues and Ibelieve it will get worse

Other reason

My revenues after tax have decreased

I'd rather save money because I'm afraid oflosing my job

I am in debt

I have to save money because I lost my job

Luxembourg

2011 2012 2013

61%

16%

23%

20%

15%

50%

48%

16%

15%

15%

10%

47%

40%

19%

17%

15%

13%

The economic downturn continues and I believeit will get worse

My revenues after tax have decreased

Other reason

I am in debt

I'd rather save money because I'm afraid oflosing my job

I have to save money because I lost my job

Europe

2011 2012 2013



festivities?

• More men (53%) than women (47%) give as a reason to decide to spend less, that the economic downturn continues

and that they believe it will get worse

• 38% of women have other reasons compared to 22 % of men

• 27% of men compared to 21% of women give as a reason to spend less during the year-end, that their revenues have

decreased

• 20% of men compared to 11% of women would rather save money because they are afraid of losing their job

• People aged 35 to 44 and 45 to 54 spend less (53% and 56%) than the average (50%) when talking about the economic

downturn

50% 53% 47%

30%

22%

38%

24% 27%

21%

15% 20%

11%

Average Men Women

Gender

The economic downturn continues and I believe it will get worseOther reasonMy revenues after tax have decreasedI'd rather save money because I'm afraid of losing my job

50% 53%

41%

53% 56%

45%

30%

40%

23%

32%

23%

33%

24%

6%

28%

11%

33%

48%

15% 11%

23% 21%

12% 11%

Average 18-24 25-34 35-44 45-54 55-64

Age

The economic downturn continues and I believe it will get worseOther reasonMy revenues after tax have decreasedI'd rather save money because I'm afraid of losing my job

Luxembourg



festivities?

The economic downturn continues and I believe it will get worse

• This year 53% of 18-24 year-olds believe that the economic downturn has increased compared to 42% in 2012

• For 45-54 year-olds it tough decreased from 62% in 2012 to 56% this year but it’s still above average (50%)

• And for 55-45 year-olds this decrease is even more important, coming from 67% in 2012 down to 45% this year

51%

42% 40%

53%

62%

67%

50% 53%

41%

53% 56%

45%

Average 18-24 25-34 35-44 45-54 55-64

Age

2012 2013

Luxembourg


What reasons influence consumers to spend more during year-end

festivities?

• The reasons which derive European people to spend more during year-end festivities are the same as last year : avoid thinking

about the economic downturn (45%), promotions (35%) and the increase of revenues (27%)

• We note that promotions arrive in 2nd position for the first time before the increase of revenues

39%

42%

21%

21%

7%

8%

8%

7%

43%

27%

33%

20%

21%

12%

10%

7%

6%

45%

35%

27%

18%

18%

15%

14%

7%

7%

I want to enjoy, and avoid thinking about the bad economic situation too much

Promotions

My revenues after tax have increased

There are many innovations that make me spend more money

Other reason

The economic situation is more secure

Services and recommendations from retailers may convince me to spend…

Consumer reviews and ratings will convince me to spend more money

The credit terms offered by the retailers are good

Europe

2011 2012 2013



festivities?

• 56% of Luxembourger indicate, the number 1 reason to spend more is, that they want to enjoy and avoid thinking

about the bad economic situation too much. This is higher than the average European (45%)

• At the European level promotions are ranked 2nd as a reason to spend more, with 35%. In Luxembourg promotions are

ranked on 6th position with 15%, which is an increase compared to 2012 (7%) but still half of 2011 (31%)

• The reason to spend more because revenues have increased is ranked 4th with 18%. But this reason is decreasing

since 2011 (30%) and 2012 (26%)

52%

10%

30%

19%

31%

14%

7%

8%

49%

29%

7%

26%

14%

7%

5%

2%

3%

56%

24%

19%

18%

16%

15%

8%

4%

2%

I want to enjoy, and avoid thinking about the bad economic situation too much

Other reason

Services and recommendations from retailers may convince me to spend…

My revenues after tax have increased

There are many innovations that make me spend more money

Promotions

The economic situation is more secure

The credit terms offered by the retailers are good

Consumer reviews and ratings will convince me to spend more money

Luxembourg

2011 2012 2013



festivities?

• People aged between 25 and 34 indicate to spend more because their revenues have increased (41%), which is 23

points higher than the average

• 33% of people aged between 35 and 44 indicate to spend more due to services & recommendations from retailers,

which is 14 points above average

56% 56% 57%

24% 18%

30%

19% 21% 16% 18% 19%

16%

Average Men Women

Gender

I want to enjoy, and avoid thinking about the bad economic situation too muchOther reasonServices and recommendations from retailers may convince me to spend more moneyMy revenues after tax have increased

56% 55%

48%

60% 56%

60%

24%

17% 17% 18%

27%

36%

19%

8% 5%

33%

19% 22%

18% 14%

41%

11%

19%

8%

Average 18-24 25-34 35-44 45-54 55-64

Age

I want to enjoy, and avoid thinking about the bad economic situation too muchOther reasonServices and recommendations from retailers may convince me to spend more moneyMy revenues after tax have increased

Luxembourg


Who gets what share of the budget for year-end festivities 2013?

In Europe, children’s Christmas must not suffer from crisis

• In countries forced to cut the Christmas budget, the share of children in the total gift budget increased to preserve them from

crisis restrictions

• In compensation shares of the budget for family and friend adults decrease in 14 countries and for the partner in 15 countries

• In Luxembourg most of the budget for gifts is allocated to:

‒ “Your children” (25%)

‒ “Other adults” (24%)

‒ “Your partner” (22%)

• In Luxembourg the respondents allocate 14% of the budget for gifts to themselves

14%

22%

25%

11%

24%

4%

Luxembourg

Yourself Your partner

Your children Other children

Other adults Charity donations


Average budget per gift

Luxembourg has the highest average budget per gift

• The European average budget per gift is 35€

• Poland has the lowest budget per gift with 16€ followed by Czech Republic and South Africa with 21 € and the Netherlands with

22€

• In Luxembourg the average budget per gift is 71€, which is 36€ more than the average

35 41

46

24

36 36 31

56

34

71

40

22

41 36

16 21

37

25 21

0

10

20

30

40

50

60

70

80

2008 2009 2010 2011 2012 2013


Most desired and most popular year-end gifts


What types of presents would do you think you will receive?

Top 10 (1-10) Average 2013 2012

Books 1st 43% 3rd 34%

Money (cash) 2nd 41% 1st 45%

Jewellery/watch 3rd 31% 4th 31%

Travel 4th 25% 2nd 38%

Clothes/shoes 5th 24% 7th 23%

Cosmetics/Perfumes 6th 24% 9th 23%

Beauty care, massage, spa treatment 7th 21% 6th 25%

Gift vouchers 8th 21% 8th 23%

CD 9th 20% 11th 20%

DVD/Blu Ray 10th 20% 10th 21%

First choice 2013 2012

Ireland Books Books

France Money (cash) Money (cash)

Portugal Money (cash) Money (cash)

Spain Money (cash) Money (cash)

Italy Money (cash) Money (cash)

Greece Money (cash) Money (cash)

Switzerland Money (cash) Money (cash)

Germany Money (cash) Money (cash)

Luxembourg Books Money (cash)

Belgium Money (cash) Money (cash)

The Netherlands Money (cash) Books

Denmark Money (cash) Money (cash)

Finland Money (cash) Money (cash)

Poland Money (cash) Books

Czech Republic Money (cash) Money (cash)

Ukraine Money (cash) Money (cash)

Russia Money (cash) Money (cash)

South Africa Chocolates Money (cash)

In Europe money (cash), books and travel are confirmed once again in the top 3, with books slowing down

• While the 2 others are stable, books lose 10% since 2011 and moved down in the rankings in 4 European countries: Spain,

Greece, Netherlands and Poland

• The smartphone shows a dynamic trend this year: with 27% of respondents eager to receive one for Christmas it becomes the

6th most desired gift in Europe. On the other side, the tablet computer remains stable, desired by 24% of the respondents.

Those high value gifts show a shift between the different countries of the survey with southern Europeans, Ukrainians and

Russians desire them by 10% above the average. In Luxembourg smartphones and tablets are not ranked in the top 10

• In Luxembourg the presents that people think they most likely receive this year are books with 43%. Books were ranked

3rd in 2012 (34%)

• In 2012 money has been ranked 1st, but is ranked 2nd this year with 41%, followed on position 3 by jewellery / watch

• Younger people think that they most likely receive money, older people think that they are most likely to receive books

Luxembourg


What type of presents do you think you will buy for your friends and family

this year (apart from children and teenagers)?

Top 10 (1-10) Average 2013 2012

Books 1st 42% 1st 41%

Cosmetics/perfumes 2nd 25% 2nd 28%

Jewellery/watch 3rd 24% 5th 23%

Money (cash) 4th 23% 10th 17%

Gift vouchers 5th 22% 3rd 26%

Chocolates 6th 22% 4th 24%


Beauty care, massage, spa treatment 8th 19% 7th 19%

Accessories (bags) 9th 19% 8th 19%

CD 10th 19% 11th 17%


Ireland Books Books

France Books Books

Portugal Books Books

Spain Clothes/shoes Clothes/shoes

Italy Books Books

Greece Books Books

Switzerland Books Books

Germany Books Books

Luxembourg Books Books

Belgium Gift vouchers Gift vouchers

The Netherlands Books Books

Denmark Books Books

Finland Books Books

Poland Cosmetics/perfumes Books

Czech Republic Cosmetics/perfumes Books

Ukraine Chocolates Cosmetics/perfumes

Russia Cosmetics/perfumes Cosmetics/perfumes

South Africa Chocolates Chocolates

The book confirms its status of first gift for Christmas, before cosmetics

• Among the 18 surveyed countries, the book is the first gift in 11 countries, including Luxembourg, and the second in 5 others.

Its success doesn’t have borders

• Cosmetics and perfumes are the only gifts of the top 10 that Europeans are more willing to buy than last year. It has become the

first choice gift in Russia, Poland and Czech Republic

• For the first time since 2010, at a European level, gift vouchers overtake money which is slowing down. In Luxembourg money

stays ahead of gift vouchers, also money makes a big step forward, coming from 10th position in 2012 to 4th position

this year

• The top 2 gifts bought for adults in Luxembourg will be books (42%) and cosmetics / perfumes (25%), they have also

been on position 1 respectively 2 in 2012

• Jewellery / watch take the 3rd position with 24%, replacing gift vouchers

Luxembourg


What type of presents do you think you will buy for a teen between the ages

of 12 and 18?

Top 10 (1-10) Average 2013 2012

Video games 1st 25% 2nd 23%

Books 2nd 25% 1st 24%

Money (cash) 3rd 23% 3rd 20%

DVD/Blu Ray 4th 20% 4th 18%

CD 5th 18% 5th 15%


Gift vouchers 7th 12% 6th 12%

Console, device 8th 10% 9th 9%

Jewellery/watch 9th 9% 17th 7%

Games 10th 9% 8th 10%


Ireland Video games Video games

France Video games Video games


Spain Video games Video games

Italy Books Books

Greece Books Books

Switzerland Money (cash) Books

Germany Books Video games

Luxembourg Video games Books

Belgium Money (cash) Video games

The Netherlands Books Books

Denmark Video games Video games

Finland Gift cards Gift cards

Poland Books Video games

Czech Republic Books Books

Ukraine Chocolates Chocolates

Russia Chocolates Chocolates

South Africa Video games Video games

Tightening between video games and books at the top of the ranking

• After constant growth in the ranking since 2010, the successful trend of the video games is slowing. Books are now first in 7 countries,

against 6 for video games, including Luxembourg

• The Fins stand out from other European by choosing either cash or gift voucher while Russians and Ukrainians prefer chocolates for

theirs teens

• Trends are different among technological or electronic devices: MP3 players have decreased from 11th to 16th position (7% of

respondents), smartphones are stable around the 13th position (7%) whereas tablets are rising from the 20th to the 18th position

• The most interesting change in Luxembourg is, that jewellery /watch is entering the top 10 on 9th position, coming from the

17th position in 2012

• For 12 to 18 years-olds, video games took the 1st place (2nd in 2012) with 25% and banned books to the 2nd place (1st in

2012). Money remains on the 3rd position (23%)

Luxembourg


What type of presents do you think you will buy for anyone under the age of

12?

Top 10 (1-10) Average 2013 2012

Books 1st 34% 1st 33%

Video games 2nd 27% 2nd 31%

Learning and experimenting 3rd 24% 5th 21%

Clothes / shoes 4th 24% 7th 17%

Baby and infant articles 5th 21% 3rd 22%

Model construction toys 6th 21% 4th 22%

Dolls & plush 7th 20% 6th 20%

Technical toys 8th 17% 8th 15%

Action toys 9th 16% 9th 14%

Wooden toys 10th 11% 11th 12%


Ireland Games Games

France Model construction toys Model construction toys


Spain Learning and experimenting Learning and experimenting

Italy Baby and infant articles Baby and infant articles

Greece Games Clothes/shoes

Switzerland Books Books

Germany Games Books

Luxembourg Books Books

Belgium Games Games

The Netherlands Games Games

Denmark Games Games

Finland Books Games

Poland Learning and experimenting Learning and experimenting

Czech Republic Books Books

Ukraine Arts and crafts, creative

design Books

Russia Model construction toys Model construction toys

South Africa Games Games

After fun it’s time to learn : if classic games reach the first place in 2013, the 3 following gifts focus on education

• Games are first in 8 countries, followed by books in 4 countries, including Luxembourg. France and Russia stand out with

construction toys, Spain and Poland with learning games and Ukraine with arts and crafts

• Men prefer to offer model construction toys and technical toys whereas women tend to more useful gifts: clothes and baby

articles

• Younger people tend to offer more gifts than the elderly, except for books and sportswear which are more chosen by people

aged 35 and more

• In Luxembourg books remain on 1st position as a gift for children under 12 year, followed by video games, which also

keep their position

• Learning & experimenting gifts take the 3rd position this year

• Baby and infant articles, which ranked 3rd in 2012, take the 5th position this year

Luxembourg


You stated you will be offering gift vouchers / cards, what will the value of

one gift voucher / card will be?

Value of gift vouchers is decreasing since last year, but stays generally higher than the value of a gift in Europe

• Czech Republic and Ukraine face a tremendous growth regarding the offering of gift vouchers / cards even though there are only

few respondents offering gift vouchers/ cards in these countries

• Gift vouchers remain usually more expensive than gifts in Europe, but the value is converging due to the decrease of gift value

compared to last year. In addition we notice that the gift value has less decreased than the voucher value

• The value of gift vouchers / cards differs from one country to another, ranging from 21 euros in Poland to 69 euros in

Switzerland, the average being 43 euros

• The value of gift vouchers / cards in Luxembourg is 60€, which is 17€ more than the average in Europe

• In 2012, Luxembourgers spend 56€ in average for a gift voucher / card, so this year they spend 4€ more

• Against the general European trend, Luxembourgers increased the value of their gift vouchers / cards

56 43 39

47

27

48 53

46

69

38

60

47

23

51

41

21

60

68

27 22

0

10

20

30

40

50

60

70

80

Gift voucher value in 2012 Gift voucher value in 2013


For your selected toys, which criteria do you favour?

In Europe, the educative criteria is first by far

• The educative criteria comes in first in all countries of the survey, in Luxembourg with 56%, but the second place is

shared between innovative and traditional criteria (resp. 8 and 10 countries). In Luxembourg the traditional criteria ranks 2nd

with 21% but it is less important than in 2012 (29%)

• The innovative criteria is the only one showing a positive trend (+4% in 2 years) while the traditional criteria has lost its 2012

advance and the green remains stable. In Luxembourg this is not the case, in 2 years the innovative criteria dropped by 4

points from 17% to 13%

58% 52% 55%

70% 71% 62% 68%

50% 37%

56% 62% 66%

45% 43%

62% 62% 65% 53%

60%

18% 23% 21%

19% 7%

19% 13%

24%

28%

21% 15% 13%

30%

10%

19% 21% 10% 22% 9%

8% 2%

7%

4%

6% 8% 5%

12% 14%

10% 6% 5% 11%

23%

5% 9%

12% 11%

4%

16% 23%

16% 7%

16% 11% 14% 14% 21%

13% 17% 16% 14% 23%

14% 8% 13% 14% 27%

Educative Traditional Green Innovative

63%

12%

8%

17%

45%

29%

10%

16%

56%

21%

10%

13%

Educative

Traditional

Green

Innovative

Luxembourg

2011 2012 2013


For your selected toys, which criteria do you favour?

• Women are more sensitive to the educative criteria (61% vs. 54%). This is also true in Luxembourg (61% vs. 50%)

• The innovative criteria interests younger people. They have chosen it in 2nd position, with 11 points more than the older

generations

• For respondents aged between 18 and 24, the educative criteria weights 42%, which is 14 points below average (56%).

They also weight the traditional criteria, 34%, which is 13 points above the average (21%)

• Regarding respondents aged between 25 and 34, the educative criteria is ranked very high with 67%, which is 11 points

above average (56%)

56% 50%

61%

21% 21% 22%

10% 11% 9% 13%

17%

8%

Average Men Women

Gender


56%

42%

67%

57% 55% 55%

21%

34%

18% 19% 18% 19%

10% 10% 8% 10% 9%

15% 13% 14% 6%

14% 18%

11%

Average 18-24 25-34 35-44 45-54 55-64

Age


Luxembourg


Purchasing strategies


What do you spend your money on now versus a year ago, are you spending

less, the same or more on the following?

• In this period of tax pressure and inflation of commodities, the spending categories which have increased the most are those

linked to primary needs

• Compared to Europe, Luxembourgers spend 26% more than last year on taxes (vs. Europe with 32%), 26% on day to

day expenses (vs. 24%) and 26% on essentials such as groceries and energy bills (vs. 31%)

• Across Europe, respondents spend 17% less on health. In Luxembourg 11% spend less on health

• Also expenses for education have been cut by 18% of Luxembourger compared to 22% of Europeans

• Top 3 areas where Luxembourger spend less: Irregular spending (31%), holidays (30%) and entertainment / Leisure &

digital / electronic spending (29%)

• Top 3 areas where Europeans spend less: Entertainment / leisure (40%), holidays & irregular spending (38%) and clothing /

footwear (36%)

13%

14%

15%

16%

16%

18%

18%

22%

23%

24%

31%

32%

42%

42%

45%

56%

39%

50%

43%

54%

58%

45%

52%

48%

38%

40%

36%

22%

38%

28%

22%

17%

14%

27%

14%

12%

7%

5%

3%

7%

7%

4%

17%

7%

6%

3%

3%

7%

Irregular spending

Entertainment/leisure

Clothing/footwear

Financial services

Holidays

Digital/electronic spending

Education

Health

Housing

Day to day spending

Essentials such as groceries and energy…

Taxes

Europe

More About the same Less I don't know

15%

15%

16%

17%

17%

18%

19%

20%

21%

26%

26%

26%

51%

66%

51%

63%

46%

53%

46%

60%

43%

60%

49%

56%

29%

13%

29%

13%

31%

25%

18%

11%

30%

11%

21%

8%

5%

6%

4%

8%

6%

4%

17%

9%

6%

3%

4%

9%


Financial services


Housing

Irregular spending

Clothing/footwear

Education

Health

Holidays


Day to day spending

Taxes

Luxembourg



In the future, if needed, which of the following areas would you be prepared

to cut back spending on?

• Even if health is on the 12th and last position, still 19% of Luxembourgers are prepared to further cut back their

spending habits in the future

• For Europeans this is even higher, with 33%

• Also 27% of Luxembourgers are prepared to cut back future spending on Education (vs. 46% EU)

• Most Europeans, as well as Luxembourgers, are most prepared to cut back their future spending on irregular

spending and purchase of electronic devices

• There are no major differences between men and women and in the top 3 we find also the same items

• 18 to 24 year-olds would cut back on 2nd position (-25%) their spending on clothing / footwear. For all other age

categories the top 3 are same as for the average

33%

40%

41%

46%

57%

58%

67%

72%

72%

74%

79%

85%

-67%

-60%

-59%

-54%

-43%

-42%

-33%

-28%

-28%

-26%

-21%

-15%

Health


Housing

Education

Financial services

Taxes

Day to day spending

Clothing/footwear

Holidays



Irregular spending

Europe

Not prepared to cut back on Prepared to cut back on

19%

27%

29%

30%

37%

45%

58%

66%

69%

76%

78%

82%

-81%

-73%

-71%

-70%

-63%

-55%

-42%

-34%

-31%

-24%

-22%

-18%

Health

Education


Housing

Financial services

Taxes

Day to day spending

Holidays

Clothing/footwear



Irregular spending

Luxembourg

Not prepared to cut back on Prepared to cut back on


Regarding your year-end festivities shopping, how will you change your

purchasing behaviour compared to last year?

People are more thrifty than ever

• As last year, Europeans (16%), as well as Luxembourgers (15%), will focus in priority on useful gifts

• Unlike last year they will also buy in priority products and gifts that are on sale

• The two biggest differences with 2012 are that people in majority will offer less gifts without taking into account the price (-39%)

and will less buy on impulse (-42%)

• In Luxembourg, the biggest differences with 2012 are, that this year people will offer less gifts without taking into

account the price (-29%) and will buy less second-hand products as gifts (-32%)

• In addition more Luxembourgers will buy as gift products that are on sale (13%)

• 9% more Luxembourgers will buy less expensive gifts and 6% more will shop in less expensive stores than last year

15%

13%

9%

6%

-4%

-5%

-17%

-21%

-29%

-32%

I will focus on useful gifts

I will buy products and gifts that are on sale

I will buy less expensive gifts

I will shop at less expensive stores

I will buy discount and retailers' private labelproducts, and few branded products

I will buy for fewer people

I will buy on impulse

I intend to give group gifts

I will offer gifts without taking into account theprice

I will buy second-hand products as gifts

Luxembourg

16%

16%

0%

2%

-4%

-7%

-42%

-20%

-39%

-36%











Europe


Regarding your year-end festivities shopping, how will you change your

purchasing behaviour compared to last year?

• Women will focus more on useful gifts than men, 20% vs. 11%

• Women will also buy more products as gifts, that are on sale (19%) than men (6%)

• Women pay more attention to their budget, this year 15% of them will buy les expensive gifts compared to 3% of men

• Men will buy less group gifts (-25%) compared to last year, compared to -17% of women

• Women will offer less gifts without taking into account the price (-33%) as well as men (-25%)

• The biggest difference in terms of age are making the 55 to 64 year-olds:

• 5% above average (15%) – focus on useful gifts

• 16% above average (-17%) – buy on impulse

• 5% below average (9%) – buy less expensive gifts

11%

6%

3%

5%

-5%

-5%

-15%

-25%

-25%

-32%











Men

20%

19%

15%

8%

-3%

-6%

-19%

-17%

-33%

-32%











Women

Luxembourg


Thinking about your actual spending behaviour compared to a year ago,

what are you doing less, the same or more?

2 new answering choices compared to last year, and they monopolize the 1st and 2nd place

• Online research with 33% more in Luxembourg and 44% more on a European level take place one regarding the spending behaviour. 33%

of Luxembourgers will buy more items on sale, Europeans do it even more with 43%

• Even if the top 2 are the same for Luxembourg and for Europeans in average, Luxembourgers are still 11 respectively 10 points behind the

European average

• Luxembourgers will be using less specialised consumer credit loans (48%), credit by retailer (46%) and loans from family (49%),

Europeans too, but for these 3 Luxembourg is always above the European average

• The trend is still on track; globally consumers are taking more care of their budget, trying to use less expensive solutions

• In general consumers choose the cheaper way to shop

• In Luxembourg women are doing more “buy more items on sale” (35% vs. 32% for men) and men are doing more online research (35% vs.

32% for women)

• In terms of age, 25-34 year-olds rank “online research” higher than most other age categories (46%) and rank “buy more items on sale” 2nd

with 40%

4%

4%

4%

15%

16%

19%

23%

24%

43%

44%

27%

30%

29%

44%

55%

46%

54%

45%

40%

34%

40%

39%

40%

22%

21%

24%

12%

14%

8%

10%

29%

27%

27%

20%

8%

11%

10%

17%

9%

11%

Using specialised consumer credit loans…

Credit by retailer

Using loans from family

Using gift cards

Paying with debit card or in cash

Saving money

Manage your Xmas spending by preparing a…

Using loyalty points

Buy more items "on sale"

Online research

Europe


2%

2%

2%

6%

14%

15%

17%

19%

33%

33%

19%

24%

18%

40%

46%

43%

47%

68%

43%

33%

49%

46%

48%

31%

28%

24%

22%

8%

12%

20%

30%

28%

32%

23%

12%

19%

13%

6%

11%

14%

Using loans from family

Credit by retailer

Using specialised consumer credit loans…

Using gift cards

Saving money

Using loyalty points

Manage your Xmas spending by preparing a…

Paying with debit card or in cash

Buy more items "on sale"

Online research

Luxembourg



How influential are loyalty/reward programmes in your decision making

process?

For the majority of Luxembourgers loyalty / reward programmes have no or only little influence on their decision making

• Only 6% of Luxembourgers rank the influence of loyalty / reward programmes as high regarding their decision

making, compared to the European average with 21%

• In Spain people are most influenced in their decision making by loyalty /reward programmes with 38%

• 33% (vs. 19% EU average) of Luxembourgers rank loyalty / reward programmes low and 34% (vs. 46% EU average)

medium as an influencer on their decision making

• 27% also say that loyalty / reward programmes don’t influence their decision making at all (vs. 15% EU average). Only

for Denmark this is higher with 30%. 27% of the Germans are not influenced at all by loyalty / reward programmes

• There are no major differences regarding gender and age

19%

33%

46%

34%

21%

38%

6%

15%

27% 30%

0%

20%

40%

60%

Low Medium High Not at all


How influential are loyalty/reward programmes in your decision making

process?

On a scale of 0-3 (0 meaning "not interested at all” and 3 indicating “very interested”), interest in loyalty programs in the countries

surveyed is medium with an average at 1,7

• In Europe

‒ Countries strongly touched by crisis are more interested in loyalty programs

‒ Switzerland, Germany, Luxembourg, Belgium and Denmark are less interested

• Amongst the surveyed countries, Luxembourg is the least interested in loyalty / reward programmes, when it comes to

influence on the decision making process

1,7212 1,8553 1,8045

1,6501

2,1330

1,8234 1,9605

1,5484 1,3009 1,1851

1,4450 1,6189

1,2973

1,8431 1,7804 1,9738

1,7883 1,8091 1,9709

00

00

01

01

02

02

02


Preference for loyalty/reward programs

Earning points offering gifts

Immediate discounts (cash off)


For each type of loyalty/reward programmes, could you rank them by

preference?

As last year, immediate discounts know a large plebiscite: about 1 European out of 2 choose first immediate discounts

• Luxembourg is though 15 points below the European average (32% vs. 47%)

• Earning points offering gifts came in 2nd last year but only ranks 6th in 2013. Germany is the only country to prefer it, compare to

all the others countries which choose immediate discounts

• In Luxembourg, in 2012 the most preferred loyalty / reward programme was earning points offering vouchers to spend in

the store (25%) which is though ranked 2nd in 2013 with 16%

• This year’s most important loyalty / reward programme (immediate discounts) was ranked 4th in 2012 with 19%

47%

13%

11%

10%

10%

8%

1%


Earning points offering vouchers to spend inseveral retailers

Earning points offering vouchers to spend in thestore and in the e-commerce site of the retailer

Earning points offering vouchers to spend in thestore

Future discount (cash off)


Other

Europe Luxembourg

2%

7%

12%

15%

16%

16%

32%

2%

10%

22%

23%

25%

19%

Other

Future discount (cash off)


Earning points offering vouchers to spend inseveral retailers

Earning points offering vouchers to spend inthe store and in the e-commerce site of the

retailer

Earning points offering vouchers to spend inthe store


2012

2013


For each type of loyalty/reward programmes, could you rank them by

preference?

• Man rank immediate discount higher (37%) than women (28%) but for both it is the most important loyalty / reward

programme

• There are no major differences between the different age categories. Only for earning points offering vouchers to spend

in several retailers, 25-34 and 55-64 year-olds rank it higher (both 19%) than 35-44 and 45-54 year-olds (11% and 12%)

32% 37% 28%

16% 14% 19% 16% 16% 16% 15% 14% 16%

Average Men Women

Gender


Earning points offering vouchers to spend in the store

Earning points offering vouchers to spend in the store and in the e-commerce site of the retailer

Earning points offering vouchers to spend in several retailers

32% 33% 34% 33% 31% 32%

16% 14% 15% 19% 21%

12% 16% 14% 13% 18%

17% 18% 15% 16% 19%

11% 12% 19%

Average 18-24 25-34 35-44 45-54 55-64

Age


Earning points offering vouchers to spend in the store

Earning points offering vouchers to spend in the store and in the e-commerce site of the retailer

Earning points offering vouchers to spend in several retailers

Luxembourg


When do you expect to purchase the majority of your gifts for this year

versus last year?

Since 2010, people tend to increase their purchases in November at the

expense of the week before Christmas

• Luxembourgers did the majority of their gift purchases in 2010 and

2011 in the period from December 15 to 24

• In 2012, Luxembourgers completed the majority of their purchases

from December 1 to 15, which has been reconfirmed this year with 37%

• 28% of the gift purchases are made in November

• And 26% between December 16 and 24

• Women do 77% of their purchases before December 15, for men it’s

69%

0%

10%

20%

30%

40%

50%

Europe

In 2010

In 2011

In 2012

In 20130%

10%

20%

30%

40%

50%

Luxembourg

In 2010

In 2011

In 2012

In 2013

Luxembourg 2013


For the following propositions, please indicate to what extent you agree with

them

• People are mostly affected by social issues, especially child labour. In Luxembourg it’s even more important (74% vs.

68%)

• Nevertheless support to local production and preserving the environment are also important for 6 Europeans out of 10, even if

sustainable development is an excuse to rise prices for half of the Europeans

• European people are globally satisfied by the quality of information provided on the packaging (67%), in Luxembourg

they are less (55%)

• Sensibility to sustainable and responsible development is higher for women and increases with age

• For Luxembourgers, paying the lowest possible price is less important than for the Europeans in general (32% vs. 45%)

68%

58%

52%

57%

51%

57%

45%

67%

I do not buy products involving child labour

I do not buy products manufactured withbad working conditions in developping…

I avoid buying products with a substantialcarbon impact on the planet

I avoid buying products which does notrespect the environment

Sustainable development is an excuse toraise prices

I will mostly buy products made either inmy region or in my country

I am mainly concerned about paying thelowest possible price regardless of the…

Information provided on the packaging isappropriate

Europe

2011 2012 2013

74%

59%

51%

59%

50%

52%

32%

55%

I do not buy products involving child labour

I do not buy products manufactured withbad working conditions in developping…

I avoid buying products with a substantialcarbon impact on the planet

I avoid buying products which does notrespect the environment

Sustainable development is an excuse toraise prices

I will mostly buy products made either inmy region or in my country

I am mainly concerned about paying thelowest possible price regardless of the…

Information provided on the packaging isappropriate

Luxembourg

2011 2012 2013


Cross-channel


Where are you finding ideas and advice on the gift categories below?

• Luxembourgers get slightly less ideas and advice from websites than the average of the surveyed countries

• Men are getting more ideas and advice via websites than women, women more in stores. Both use websites and stores

for ideas and advice nearly equally

34%

46%

45%

44%

39%

41%

21%

9%

24%

17%

21%

16%

28%

16%

32%

23%

22%

22%

22%

25%

45%

72%

44%

44%

41%

44%

26%

43%

34%

32%

33%

34%

39%

34%

35%

19%

31%

38%

38%

40%

45%

41%

Books

Music

Movies (DVD/Blu Ray)

Video games

High tech

Green tech

Health & beauty

Food & drinks

Box & cards

Home gifts

Sports

Fashion

Leisure

Toys

Europe

Website Stores Website and stores

38%

47%

45%

41%

31%

36%

12%

7%

21%

14%

17%

11%

22%

15%

28%

23%

21%

24%

30%

31%

63%

80%

59%

54%

48%

56%

36%

44%

34%

30%

34%

35%

38%

34%

25%

14%

19%

32%

34%

33%

42%

42%

Books

Music


Video games

High tech

Green tech

Health & beauty

Food & drinks

Box & cards

Home gifts

Sports

Fashion

Leisure

Toys

Luxembourg



What will be your choice for searching and

comparing?

Websites

Stores


Searching for products (selecting brand, types, size.) and comparing value

online, in stores or both for the gifts categories below

• For Europe in general, and also for Luxembourg the search and comparison via website and the combination of

websites and stores is done more for green tech products, high tech products, video games, movies, music and books,

than for other products

• Regarding food & drinks, the search and comparison is mainly done in shops:

• Luxembourg 79%

• Europe 67%

• In Luxembourg men are using websites more for search and comparison than women

30%

38%

39%

37%

32%

34%

19%

10%

23%

17%

20%

16%

26%

17%

25%

21%

19%

18%

17%

23%

39%

67%

38%

38%

35%

39%

24%

37%

45%

42%

43%

45%

50%

43%

41%

23%

39%

45%

44%

45%

50%

47%

Books

Music


Video games

High tech

Green tech

Health & beauty

Food & drinks

Box & cards

Home gifts

Sports

Fashion

Leisure

Toys

Europe


36%

41%

39%

34%

25%

27%

10%

7%

18%

13%

16%

11%

20%

13%

22%

20%

20%

23%

31%

38%

62%

79%

52%

49%

48%

52%

37%

41%

42%

39%

41%

43%

44%

35%

27%

14%

30%

38%

36%

38%

43%

46%

Books

Music


Video games

High tech

Green tech

Health & beauty

Food & drinks

Box & cards

Home gifts

Sports

Fashion

Leisure

Toys

Luxembourg



Where would you actually buy the specific gifts below?

• In general people tend to buy their gifts in physical shops

• In Luxembourg there are 4 products, for which we have a major difference with the average of the surveyed countries

• Luxembourgers buy less in stores and more online regarding the following products than the average:

• In Luxembourg women buy a little bit more in shops than online, compared to men

55% 42% 40% 41%

47% 49%

67% 86%

59% 65%

62% 65%

51% 64%

10% 14%

13% 14%

14% 14%

9% 5%

11% 11%

12% 10%

13% 10%

32% 41%

44% 41%

35% 31%

20% 7%

26% 20%

23% 20%

32% 22%

Books

Music


Video Games

High Tech

Green tech

Health & beauty

Food & drinks

Box & cards

Home gifts

Sports

Fashion

Leisure

Toys

Europe

In physical stores Ordering online in/from a physical store

Online Mobile commerce

Mail order Catalogues

39% 32% 32%

38% 66% 68%

85% 91%

72% 74%

72% 80%

65% 67%

7% 9% 9%

10% 9% 11%

5% 2%

7% 7%

8% 4%

10% 6%

52% 55% 56%

49% 23% 18%

8% 6%

18% 16% 18% 12%

23% 24%

Books

Music


Video Games

High Tech

Green tech

Health & beauty

Food & drinks

Box & cards

Home gifts

Sports

Fashion

Leisure

Toys

Luxembourg

In physical stores Ordering online in/from a physical store

Online Mobile commerce

Mail order Catalogues

Product Store (LU) Store (EU) Online (LU) Online (EU)

Video games 38% 41% 49% 41%

Movies 32% 40% 56% 44%

Music 32% 42% 55% 41%

Books 39% 55% 52% 32%


Purchase process

• Cross channel (using both internet and stores to search and compare) is decreasing since 2011 by 10% for searching and 6%

for comparing, but they are always on the top of the ranking for comparing

• The weight of stores has slightly increased in 2013: 2 consumers out of 3 prefer stores

• Luxembourgers compare and search less online than the European average, for comparison it is 22% vs. 26% and for

search it is 26% vs. 29%

• Luxembourgers compare also less “online and stores” (37%) than the average (43%)

• Compared to 2012 (28%), this year Luxembourgers buy a little bit more online (30%)

25% 29% 22% 26% 33% 32%

33% 36%

29% 31%

67% 68%

42% 35% 48% 43%

2012 2013 2012 2013 2012 2013

Searching Comparing Buying

Europe

Online Stores Online and stores

22% 26% 23% 22% 28% 30%

35% 43%

34% 41%

72% 70%

43% 32%

43% 37%

2012 2013 2012 2013 2012 2013

Searching Comparing Buying

Luxembourg

Online Stores Online and stores


Purchase process

Searching

70%

Comparing 41%

26%

Buying

43%

22%

30%

Both Offline Online

--

37%

32%

Luxembourg


To what extent do you use physical stores as showroom, visit a physical

store to see and compare the products (price,…) and then buy them via

internet?

• 1/3 of people visit a physical store for comparing price, properties etc., before buying the same product online

• Nearly 30% of customers don’t use at all these stages of the purchasing process

• 76% of Luxembourgish consumers indicated to go to see and compare the desired products in the shops but buy them

at least occasionally on the internet. The European average is 74%

• On average Luxembourgish men and women and regardless of the age, rank physical store visits to see and compare

followed by an online purchase, 3

27%

20%

34%

13%

7%

1 - Never

2

3

4

5 - Always

Europe

24%

19%

35%

14%

8%

1 - Never

2

3

4

5 - Always

Luxembourg

76% 74%


When shopping, what are the top three most important attributes of a

retailer? (Select up to three)

• Once again, low price is the most important, and this for 59% of the population. The selection of products available comes next

for 47% of the consumers. Those 2 attributes are generally linked to websites

• For Luxembourgers the lowest price ranks on 5th position with 39%, which is 20 points less than the average

• Stores that are convenient for shopping (56%vs. average 42%) and an exceptional service (53% vs.33%) are the most

important attributes of a retailer for Luxembourgers

56%

53%

47%

44%

39%

15%

15%

11%

Its stores are convenient for shopping

I can get exceptional service

It has a very large selection of products

It carries the brands I like most

it offers the lowest prices

Its loyalty program gives me rewards Ivalue

It provides an omnichannel shoppingexperience

It sends me offers and promotions that arepersonalized and relevant to what I buy

Luxembourg

42%

33%

47%

28%

59%

21%

14%

18%

Its stores are convenient for shopping

I can get exceptional service

It has a very large selection of products

It carries the brands I like most

it offers the lowest prices

Its loyalty program gives me rewards Ivalue

It provides an omnichannel shoppingexperience

It sends me offers and promotions that arepersonalized and relevant to what I buy

Europe


Which channel responds most adequately to your following shopping

needs?

• Even though 30% of Luxembourg’s consumers choose to buy their gifts online, the majority of 70% still choses the

physical stores

• A key factor to go for the physical stores are:

• after sales service with 88%

• protection of personal data with 82%

• safety in respect of payment with 81%

• possibility to exchange or return products with 80%

• Shopping when I want (73%), is the most important factor for Luxembourgers, when it comes to e-commerce,

consumers opinion is ranked 2nd (72%)

• Regarding m-commerce, the factor that shopping takes little time an can be done when people want are the most

important factors

E-commerce 2013 2012

Shopping when I want 1st 73% 2nd 78%

Possibility to know the consumers

opinion on products 2nd 72% 1st 79%

Prices can be compared easily 3rd 68% 4th 67%

Price level 4th 65% 6th 65%

Shopping costs little time 5th 65% 3rd 68%

Home delivery 6th 64% 8th 63%

Products can be compared easily 7th 64% 10th 57%

Broad assortment 8th 62% 7th 64%

It's easy to search for and choose

what I need 9th 61% 5th 65%

Information on availability of products 10th 56% 9th 60%

Stores 2013 2012

After sale services 1st 88% 1st 89%

Protection of my personal datas 2nd 82% - -

Safety in respect of payment 3rd 81% 3rd 84%

Possibility to easily exchange or to

return products 4th 80% 2nd 87%

Competent and professional advice 5th 80% 4th 82%

Pleasure while shopping 6th 78% 5th 79%

Delivery times of products 7th 57% 7th 57%

Quality of product information 8th 55% 6th 60%

Information on availability of products 9th 43% 9th 39%



M-commerce 2013 2012

Shopping costs little time 1st 4% 1st 4%

Shopping when I want 2nd 3% 5th 2%

Possibility to know the consumers

opinion on products 3rd 3% 10th 2%

Prices can be compared easily 4th 3% 2nd 3%



Quality of product information 6th 2% 4th 2%

Delivery times of products 7th 2% 9th 2%

Home delivery 8th 2% 3rd 3%

Price level 9th 2% 14th 2%

Broad assortment 10th 2% 12th 2%

Luxembourg


Which area would you expect retailers to invest in, in order to improve your

shopping experience ?

• Lower prices is what consumers want before all

• Customer relationship, which was ranked 1st in 2012 and home delivery, which was ranked 5th in 2012, rank 2nd and 4th

this year

• Sustainability is still at the 3rd place and is more and more important

• E-commerce ranks 5th but M-commerce is the improvement which consumers are the least interested in

• The older the consumer is the more he wants advice

Customer relationship (8,5)

Better gift packaging

service (4,7)

Home delivery (6,6)

E-commerce (6,4)

Lower prices (8,5)

Mobile commerce (4,5)

Invest more in decoration

to improve ambiance (4,7)

Sustainability (6,7)

Child care (4,9)

WIFI capabilities in

store (5,1)

1

2

3

4

5 6

10

7

8

9

Luxembourg


You stated that you will be going online. Please state for each option

mentioned below if you will or will not be using the following items for

searching products, for comparing only, or for both

• Most popular choice of Europeans for searching and comparing products are: online shops (with stores), search engines and on

the 3rd position online shops (without stores). Same pattern since 2011

• Search engines rank 1st in Luxembourg with 88%, followed by online shops (without stores) with 85% and online shops

(with stores) with 84% regarding the online search

• Sharp fall between 2012 and 2013 for using the social media, forums and blogs

• The biggest difference in Luxembourg this year compared to 2012 is the decrease of the usage of :

• email newsletters & online leaflets via email

• websites of brands / suppliers

• websites with coupons & offers

• forums & blogs

66%

87%

92%

86%

77%

91%

84%

50%

43%

Email newsletters and online leaflets via…

Online shops (without stores)

Online shops (with stores)

Websites of brands/suppliers

Websites with coupons and offers

Search engines

Comparison sites

Forums and blogs

Social media

Europe

2011 2012 2013

59%

85%

84%

80%

57%

88%

68%

42%

35%

Email newsletters and online leaflets via…

Online shops (without stores)

Online shops (with stores)

Websites of brands/suppliers

Websites with coupons and offers

Search engines

Comparison sites

Forums and blogs

Social media

Luxembourg

2011 2012 2013


You stated you will be using social media. Below please indicate how you

will be using social media by giving your opinion/advice

• Luxembourgers rank the different possibilities to give their opinion /advice via social media for each possibility at least

10 points lower than the average of the surveyed countries

• Giving opinion / advice about products is ranked 1st in Luxembourg with 52%

52%

48%

41%

39%

34%

33%

I give my opinion/advice about product(s)(properties)

I give my opinion/advice by trustedcomments, recommendations about

products

I give my opinion/advice about prices

I give my opinion/advice about gift ideas

I give my opinion/advice about discounts,coupons, sale information

I give my opinion/advice on retailer's fanpage(s)

Luxembourg

62%

62%

58%

54%

57%

48%

I give my opinion/advice about product(s)(properties)

I give my opinion/advice by trustedcomments, recommendations about

products

I give my opinion/advice about prices

I give my opinion/advice about gift ideas

I give my opinion/advice about discounts,coupons, sale information

I give my opinion/advice on retailer's fanpage(s)

Europe


You stated you will be using social media. Below please indicate how you

will be using social media by looking for information

Consumers prefer to look for information rather than to give advice

• Top 3 propositions are the same for giving and searching advices and are about prices and quality of products

• Luxembourgers use them the same way, to look on social media for information regarding products (84%), comments

or recommendations (83%) and prices (80%)

• Luxembourgers use social media less for gift ideas, check less what family / friends want, discount information, retailer

information, than the average of the surveyed countries

84%

83%

80%

72%

66%

63%

63%

I look for information aboutproduct(s) (properties)

I look for trusted comments,recommendations about products

I look for information about prices

I look for information about giftideas

I check what gifts family/friendswant

I look for information aboutdiscounts, coupons, sale…

I look for information on retailer'sfan page(s)

Luxembourg

82%

81%

83%

78%

71%

80%

68%

I look for information aboutproduct(s) (properties)

I look for trusted comments,recommendations about products

I look for information about prices

I look for information about giftideas

I check what gifts family/friendswant

I look for information aboutdiscounts, coupons, sale…

I look for information on retailer'sfan page(s)

Europe


You stated that you bought online gifts last year, were the online ordered

gifts delivered on time last year? In what way does it affect your buying

behaviour this year?

• In Europe, from the 9% of people having experienced late delivery, 40% will adjust their behaviour to order earlier, in

Luxembourg, 7% experienced late delivery and 30% will order earlier

• 18% of Luxembourgers who ordered a gift online in 2012, will not buy gifts online this year

93%

7%

Luxembourg

Yes No

30%

25%

18%

18%

9%

I will buy online, but at an earlierstage

I will buy online, but I will pick upthe product in the physical store

myself

I will not buy gifts online this year

I will buy online, but from adifferent retailer/webshop

It will not affect my buyingbehaviour

Luxembourg


Where do consumers plan to do their year-end shopping?


For the gifts you intend to buy in stores, where do you think

you will buy your gifts?

Shopping malls

Hypermarkets/supermarkets

Speciality chains


For the gifts you intend to buy in stores, where do you think you will buy

your gifts?

• 36% of the gifts, that Luxembourgers buy, will be bought in shopping malls (vs. 28% in 2012)

• In 2012 most Luxembourgers did their purchases in hypermarkets / supermarkets (32%)

• In addition Luxembourgers will buy less in specialised chains (18% vs. 23%), luxury stores (2% vs. 4%) and factory

outlets (1% vs. 2% coming from 8% in 2011) than in 2012

26%

26%

23%

12%

5%

8%

28%

32%

23%

12%

4%

2%

36%

30%

18%

12%

2%

1%

Traditionaldepartment stores

Hypermarkets/supermarkets

Speciality chains

Traditional localshops

Luxury stores

Factory outlet stores

Luxembourg

2011 2012 2013

Shopping malls



your gifts?

In Europe, as well as in Luxembourg the store choice depends on the gift type

• Hypermarkets /supermarkets are still the most preferred for food purchasing in 2013 (70%). European average is 60%

• Speciality chains are Luxembourgers’ preferred shopping venue for high tech gifts (42%)

• When buying in shops, Luxembourgers prefer to make their purchases in shopping malls for most of the gift categories

• At the European level the following products are mainly bought in speciality chains: toys (47%), sports (47%), high tech (43%)

and video games (40%)

• In Luxembourg 10% of fashion gifts are bought in luxury stores and 8% of fashion and 6% of sports gifts are bought in

outlet stores

42% 44% 39%

34%

24%

33%

41%

18%

39% 39%

33%

48% 45%

31%

10%

70%

42%

6% 8%

Books Music Movies(DVD/Blu

Ray)

Videogames

High tech Greentech

Health &beauty

Food &drinks

Box &cards

Homegifts

Sports Fashion Leisure Toys

Traditional department stores Luxury stores Hypermarkets/supermarkets

Speciality chains Traditional local shops Factory outlet stores

Luxembourg

Shopping malls



your gifts?

• Age changes the attitude of European customers. Older people are less interested in speciality chains than the younger, but at

the same time they prefer traditional local shops rather than them

• More men (16%) than women (5%) buy fashion gifts in luxury stores

• 33% of women buy gifts in hypermarkets / supermarkets compared to 28% of men

• 44% of people aged 18 to 24 buy gifts in shopping malls compared to the average of 36%

• 40% of the people aged 35 to 45 buy gifts in hypermarkets / supermarkets compared to the average of 30%

36% 38% 35%

30% 28%

33%

18% 18% 17%

12% 12% 13%

Average Men Women

Gender

Traditional department stores Hypermarkets/supermarkets

Speciality chains Traditional local shops

36%

44%

34% 33% 35% 35%

30% 28% 26%

40%

23%

35%

18% 18% 23%

17% 20%

11% 12%

6%

13%

8%

17% 18%

Average 18-24 25-34 35-44 45-54 55-64

Age

Traditional department stores Hypermarkets/supermarkets

Speciality chains Traditional local shops

Luxembourg

Shopping malls Shopping malls



your gifts?

• In Luxembourg the hypermarkets / supermarkets drop to 2nd position (30%) outpaced by shopping malls (36%)

• Luxembourgers buy less in speciality chains with 18%, than in 2012 (23%)

• The intention to purchase in factory outlet stores has decreased since 2011 from 8% to 1%

26% 28% 36%

5% 4%

2% 26%

32% 30%

23% 23%

18%

12% 12% 12%

8% 2% 1%

2011 2012 2013

Traditional department stores Luxury stores Hypermarkets/supermarkets

Speciality chains Traditional local shops Factory outlet stores

Luxembourg

Shopping malls


For the food you intend to buy for the year-end festivities,

where do you think you will buy your food?

Hypermarket sized shops

Normal sized supermarkets

Hard discount stores

Switzerland has switched from hypermarket to

supermarkets while Ukraine has done the opposite.

Poland is the first country to choose hard discount

shops in priority

For Luxembourg there is no change,

Luxembourgers still intend to buy the food in

normal sized supermarkets


For the food you intend to buy for the year-end festivities, where do you

think you will buy your food?

• The top 3 choices for European customers are supermarkets, hypermarkets and traditional local food shops

• In Luxembourg the top 3 are normal sized supermarkets (80%), traditional local food shops (40%) and hard discount

stores (25%)

• Hypermarkets are the only stores less chosen than last year, supermarkets rise to first place ahead of them. Hard discount

stores show a significant increase

• Women and men give similar answers, but women are more interested in supermarkets and hard discount stores

while men buy more than women in hypermarkets, luxury boutiques and online

80%

40%

25% 23% 20%

7% 5%

0%

20%

40%

60%

80%

100%

Men

Women

Luxembourg


What type of brands do you purchase in these channels?

• Except hard discount shops, the cheaper the store is, the more people buy the brand labels

• For purchasing brand labels, the best shopping venues for Europeans are hypermarkets (66%) and the internet (65%)

• Luxembourgers preferably purchase brand labels on the internet (78%) and in normal sized supermarkets (61%)

• On average for purchasing retailer brand labels, the best shopping venue are hypermarkets, supermarkets and

convenient stores

• On average, the cheaper products are, the more they are bought in hard discount shops (64% in Luxembourg vs. 59%

in Europe)

66%

60%

49%

65%

38%

60% 66%

60%

45%

54%

29% 35%

31% 28%

59%

Hypermarketsized shops

Normal sizedsupermarkets

Convenientstores

Internetshopping

Hard discountshops

Europe

Brand labels Retailer brand labels Hard discount labels

59% 61% 53%

78%

26%

51% 55%

51%

27%

39%

16% 15% 21%

16%

64%

Hypermarketsized shops

Normal sizedsupermarkets

Convenientstores

Internetshopping

Hard discountshops

Luxembourg

Brand labels Retailer brand labels Hard discount labels


Have you ever used your smartphone / your tablet to buy a product and do

you expect to use it in the future for buying products?

• At present, Ireland, South Africa, Switzerland, and Germany are using tablets /smartphones the most to complete purchases.

More than 32% of their customers have already completed purchases with smartphone or tablet. Belgium, Poland, Czech

Republic and Greece are using it the least

• Portugal, Greece, Poland and Czech Republic are the most motivated to make purchases by using smartphones and tablets in

the future (> than 70%)

• 32% of Luxembourgers have already used their smartphones / tablets to buy a product

• This is 8 points above the European average (26%)

• 45% of Luxembourgers state that they want to do it in the future, which is 11 points below the European average of 56%

26%

39%

22% 21% 29% 28%

20%

33% 33% 32%

14%

22% 27%

24% 19% 20%

24% 29%

38%

56% 54% 50%

70% 61% 60%

71%

46% 38%

45%

52% 52% 48% 48%

70% 73%

60% 66%

59%

Europe

I already have I will do in the future


I have already done

• The use of smartphones and tablets increases since 2011 in all countries except in Finland and Poland:

‒ In Finland less people than last year use mobile devices for shopping

‒ Poland was in 2011 the second country to use mobile devices after Ukraine, but since this year we can see a sharp fall by 9%

• In Luxembourg, since 2011, the users of smartphones / tablets for purchases increase every year

• In 2012 they were 22% and now in 2013 they are already 32%, which is above the European average of 26%

18% 16% 20%

22% 26%

39%

22% 21%

29% 28%

20%

33% 33% 32%

14%

22%

27% 24%

19% 20% 24%

29%

38%

2011 2012 2013


I will do in the future

• Customers of all countries show more interest than before in completing a purchase using mobile devices

• In Luxembourg, last year 34% of the smartphone / tablet users stated that they will use it in the future to buy products

• Now in 2013 this number has increased to 45%, which is though below the European average of 56%

35% 27%

41% 34%

56% 54%

50%

70%

61% 60%

71%

46% 38%

45% 52% 52% 48% 48%

70% 73%

60% 66%

59%

2011 2012 2013


Survey methodology


Survey methodology

Deloitte realised the survey about the consumption during year-end period in 18 countries from Western Europe, Eastern Europe, and in South Africa. A similar survey was conducted in Canada and in the United States.

Each country has a specific report.

The conclusions of this study are based on consumer data which have been collected during a survey realised by Deloitte in co-operation with Q&A Research and Consultancy.

The fieldwork was executed in September 2013 (second and third week).

In Luxembourg, the fieldwork was executed by TNS in the same period as the other countries. The sample consisted of 600 nationally representative consumers.

For all the countries we are able to make analyses compared with previous years. The comparison is only made when the question was asked identical to last year.

Respondents are aged 18 to 65 years. Information has been collected via Internet, with a structured questionnaire for a sample of individuals, within controlled panels.


Survey methodology

Each consumer in the panel is identified through the following aspects:

• Socio-demographics

• Personal interests

• Consumer behaviour

To adjust the Internet sample to the population of each country, we used ex-post statistical weighting.

The weighting is based on gender and age in each country.

In the table below you see the number of respondents in each country and the total number of respondents:

Sample Sample

Ireland 773 The Netherlands 902

France 1595 Denmark 762

Portugal 766 Finland 760

Spain 1546 Poland 767

Italy 1589 Czech Republic 770

Greece 787 Ukraine 777

Switzerland 779 Russia 761

Germany 1549 South Africa 801

Luxembourg 602

Belgium 1069 Total sample 17354


Survey methodology

As in previous years, we will use indexes in the graphs to compare countries. The indexes are created in

the following way:

• We deduct the negative responses to a certain question from the positive responses to the same

question

• Therefore, a response to a question on the current state of the economy that is 42% positive and 12%

negative will result in an index of 30%

• If the same question is asked in another country, a consumer response that is 25% positive and 32%

negative will result in an index of -7%


Survey methodology

The Russian sample is more representative for middle and upper social classes, since the survey was

done via the internet. 92% of the sample in Russia was conducted in cities with a population of over one

million people:

• Moscow : 28,2%. The city is the capital and largest city of Russia, and the country’s leading economic,

political, cultural centre

• Saint-Petersburg : 29,0%. This is the second largest city and seaport in Russia, located in the north-

western part of the country

• Nizhniy Novgorod : 9,2%. The city is located in western Russia, at the confluence of the Oka and Volga

rivers and is a major river port, railroad hub, and industrial centre specially in automobile factory

• Yekaterinburg : 8,3%. Located on the eastern slope of the Ural Mountains Yekaterinburg is a major

industrial centre

• Rostov-na-Donu : 8,1%. The city is an important commercial, industrial, and transportation centre

connected by a canal to the Sea of Azov, and by the Volga-Don Canal to the Caspian, Baltic, and White

seas. It is also linked by pipeline with the petroleum fields of the Caucasus area

• Novosibirsk : 9,2%. It’s the capital of Novosibirsk Oblast, in southern Siberian Russia and the largest

city of Siberia. Factories produce mining equipment, turbines, textiles, chemicals, and heavy machine

tools


Survey methodology

The sample in Ukraine was conducted through the internet. 83% respondents mainly lived in one of the

cities below:

• Kharkov (21,2% of the sample) is the second largest capital in Ukraine. It is a city with a lot of industrial

companies

• Kiev (20,2% of the sample) is the capital and the largest city of Ukraine with 2,6 million inhabitants.

Kiev is an important industrial, scientific, educational and cultural centre of Easter Europe

• Lvov (9,6% of the sample) is one of the largest cities in Ukraine and is growing rapidly. It is regarded as

one of the main cultural centre of Ukraine. Industry, Banking and money trading are an important part of

the economy

• Odessa (7,7% of the sample) is the fourth largest city in the Ukraine with 1.1 million inhabitants;

• Nikolaev (8,0% of the sample) is the administrative centre of the Mykalaiv Oblast and a major

shipbuilding centre of Ukraine

• Dnepropetrovsk (7,2% of the sample) is Ukraine's third largest city with 1.1 million inhabitants.

Dnipropetrovsk is a major industrial centre of Ukraine. It has several facilities devoted to heavy industry

that produce a wide range of products

• Donetsk (4,0% of the sample) is the fifth largest city in Ukraine with 1 million inhabitants

• Sumy (5,1% of the sample) is a smaller city in Ukraine with 290.000 inhabitants


Survey methodology

The South African sample is more representative of middle and upper social classes, since the survey was

done via the internet. The survey was conducted in 9 regions:

• Gauteng Area (42% of the sample): Two major cities were included in the study: Johannesburg this is

the business and financial centre and carries out 40% of the GDP and Pretoria this city is located in the

most populated area and is the third city of South Africa. These cities account for 19% and 7% of the

South African sample

• Western Cape (23% of the sample): This is a tourism province and Cap town is the capital of the area

and represents 15,6% of the sample

• Eastern Cape (7,1% of the sample): Is one of the poorest provinces in South Africa. The two major

industrial centres, Port-Elizabeth and East London have well-developed economies, based on the

automotive industry. The survey was conducted in these cities which accounts for 4% of the South

African sample

• Free State (3,3% of the sample): Bloemfontein : In the region surrounding Bloemfontein, farming,

livestock raising, and mining are the main occupations. The city is a road and railway hub

• Kwazulu Natal (14% of the sample): This is the most populated area of South Africa

• Mpumalanga (5% of the sample): This is a province in Eastern South Africa. In 1995 the name was

changed from Eastern Transvaal to Mpumalanga

• North West (3,8% of the sample): North West is a province of South Africa. The capital is Mafikeng

• Limpopo (0,7% of the sample): Limpopo is the most southern province of South Africa. A big city in

Limpopo is Polokwane

• Northern Cape (1,1% of the sample): This is a large and most sparsely populated province in South

Africa. The capital is Kimberly


Survey methodology

The sample in Greece was conducted through the Internet and therefore the Attica area was slightly over represented in the

survey compared to the other area’s:

• Attica (42,6% of the sample): Attica is located in the south of Greece and is, with a population of 3,8 million people, the

biggest periphery in Greece. Within Attica 95% of the inhabitants live within the metropolitan area of Athens.

• Central Macedonia (20% of the sample): With 1,9 million inhabitants, Central Macedonia is the second biggest periphery in

Greece.

• Crete (7,5% of the sample): Crete is the largest Greek island and inhabits about 625.000 people. The economy of Crete

was mainly based on fishing and farming until the seventies. Now the economy is mainly based on tourism.

• Thessaly (3,2% of the sample): Thessaly has got about 750.000 inhabitants and is located in the centre of Greece.

• Western Greece (4,6% of the sample): Western Greece has about 750.000 inhabitants and is located in the west of

Greece.

• Eastern Macedonia and Thrace (5% of the sample): Eastern Macedonia and Thrace is located in the north of Greece and

has about 615.000 inhabitants.

• Peloponnese (4,2% of the sample): Peloponnese is a periphery located in the south of Greece and has 650.000

inhabitants.

• Southern Aegean islands (3,3% of the sample): The southern Aegean islands consists of the Cyclades and Dodecanese

islands and has 320.000 inhabitants.

• Central Greece (1,9% of the sample): With the capital Lamia included the population of Central Greece is 600.000 people.

• Western Macedonia (2% of the sample): Western Macedonia has got 300.000 inhabitants and is situated in the North-West

of Greece.

• Epirus (2,1% of the sample): Epirus has 350.000 inhabitants and is situated in the North-West of Greece.

• Northern Aegean islands (2,2% of the sample): The Northern Aegean island consist of Chios, Lesbos and Samos and has

200.000 inhabitants.

• Ionian islands (1,7% of the sample): The Ionian islands are seven islands off the west coast of Greece. The seven islands

are Corfu, Paxos, Lefkas, Ithaca, Kefalonia, Zante, Cerigo. They have a population of 220.000 inhabitants.


Contacts


Contacts

Georges Kioes

Partner

Commerce & Industry Leader

Tel: +352 45145 2249

Email: [email protected]

Véronique Filip

Directeur

Customer & Market Strategy

Tel: +352 45145 2440


Petra Hazenberg

Partner

Customer & Market Strategy Leader

Tel: +352 45145 2689


Christine Zimmer

Senior

Clients & Markets

Tel: +352 45145 2180


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