Kenyans shop for holiday discounts after tough 2022 - Survey

According to findings from a consumer survey on December Holiday Retail Survey by Viffa Consult, three quarters or 65 per cent of Kenyans have prioritized price discounts in their holiday purchase decision.

Price discounts trounce both convenience and product quality among other factors influencing holiday purchase decisions.

The majority of Kenyans plan to do their holiday shopping after the receipt of their December salary, with less than 30 per cent of respondents intending to distribute their shopping over December.

Top holiday purchases as ranked by the survey participants are food and drinks, travel and accommodation, clothes, school items, books and stationery, electronics and kids toys.

The majority of Kenyans plan for in-store shopping with less than one-third of respondents indicating plans to shop online.

On the inverse however, retailers’ websites and social media sites rank as the top two sources for holiday purchase research.

The holiday retail survey was carried out between November 24 and December 1, 2022.

Holiday shopping dawns as Kenyans face the highest cost of living in five years with inflation standing at 9.5 per cent at the end of November.

Five out of every 10 consumer surveyed or 55 per cent have described the State of the Economy in 2022 as very tough.