Are Londoners scrooges?

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

/h/p/h/53117612.jpg

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.

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber


    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now