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KPMG Annual Retail Survey 2018

Annual Retail Survey 2018

KPMG’s annual Retail Survey reveals key trends and insights around spending habits over the Black Friday and Christmas shopping period.

Paul Martin

UK Head of Retail

KPMG in the UK


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KPMG Annual Retail Survey 2018 - clothes hanging on a rail

For the fourth year running, we have analysed consumers’ buying patterns and spending habits to gain insight into the experience of shopping with many brands in the UK. Our Retail Survey revealed that there are a range of dynamic trends re-shaping the retail landscape which have been brought to light over the Black Friday and Christmas shopping period in 2017;

  • Black Friday is now a firm fixture on the UK retail calendar
  • More brands are adopting a direct-to-consumer business model
  • The impact of Brexit on the supply chain and international logistics has become increasingly complex to navigate
  • Retailers who are focused on delivering a strong customer experience are leading the pack 
  • Convenient delivery options play a greater role in consumer buying decisions
  • Last mile operations are the new defining point in the sales process with consumers placing greater importance on tracking technologies

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We surveyed over 1,600 KPMG employees in their capacity as consumers over a five-week period, from 20 November to 22 December 2017. The findings incorporate consumer interactions with 297 UK retailers, across 30 product categories. The data was collated through KPMG’s digital analytics and visualisation tools. Our insights are broad-reaching, covering every stage of the retail cycle including purchase, transaction, collection, delivery and returns.

Find out more information by downloading our 2018 Annual Retail Survey.

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