Tapping into the Christmas shopping mindset

  Here at GfK we ran a Christmas gifting study earlier this year called, Project Rudolph, across 2000 shoppers, 15 categories, and all major online and physical retail channels to understand how Christmas shopping behaviour actually works. Following are a few statistics from that study as I think they apply to retailers and brands, with some implications for activation for Christmas 2014. Who buys how much of what? During Christmas 2013, 77 per cent of the total gifts purchased in our study

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