Average planned spend is now£522, consumer research undertaken between December 5 and 9 shows. The figure is down from£544 in late November and a high of£614 in early October.
The decline indicates that consumer confidence remains fragile and that high-profile Sales may have encouraged shoppers to delay splashing out in the hope of bigger discounts to come.
Gfk NOP retail research director Helen Roberts said: “The news isn’t good, whichever way you look at it. Increasing awareness of job risks and continued negative press about the economy appear to be the loudest messages for consumers.”
There were signs that the January Sales may attract more custom than usual. 69 per cent of shoppers plan to buy something in the Sales this year, compared to 64 per cent who “usually” buy during the promotional period.
However, more customers intend to spend less in the January Sales this time around than intend to spend more. Roberts said: “The big question for retailers is whether an increase in footfall will compensate enough for the fall in individual spend that appears to be on the horizon.”
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