Are Londoners scrooges?

Rosie Baker is Marketing Week’s specialist on sustainability and retail.


Watch out Londoners, you could be in for a rather empty looking stocking this year.

It appears that Londoners and people in the south east are stingy when it comes to Christmas pressies.

According to Acxiom’s “Scrooge Report” ‘Affording Christmas 2011 shoppers in the North Easy and South West are the most generous according to the study, meaning that people Sunderland, Truro and Plymouth are in for a bulging stocking this year as shoppers will spend a higher proportion of their income.

Meanwhile, their counterparts in the capital are keeping hold of their cash and only spending half of what they can afford, so tough luck residents of Guildford and St Albans.

However, it means *ding ding* for marketers because there is still a bit more cash we could spend, and so retailers should be targeting those consumers in the south East and London with further tactical promotions to boost festive spending.

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