As retailers bite their nails as the Christmas trading season gets into full swing, last week brought an insight into how consumers are likely to behave.

Similar buying patterns could be seen at all ends of the retail spectrum, from troubled Game which issued a shocker of a trading update, to high street bellwether John Lewis.

Game noted that demand for big releases was in line with expectations but sales tailed off faster than in the past. Other than the high-profile titles, shoppers have not been buying - in fact they’re watching their spend so closely that even sales of second-hand games have been falling.

Over at John Lewis, sales year-on-year fell 3.2% last week, although they were up almost 12% on the previous week. There was strong demand however for particular products - notably iPads, which by the middle of last week were up 230% year on year, and traditional Christmas lines such as Advent calendars.

It seems clear that the shopper is willing to spend on seasonal product and on items that they really value, whether the latest big computer game or a tablet computer.

Other than that, purses look likely to stay firmly shut and the same mentality is likely to be carried over into next year. Compelling product and clear value will characterise this year’s golden quarter winners.