Q4 in Travel Retail: What will we expect to see?
It’s now mid-October so the juggernaut quarter of Q3 is behind us and Q4 is now well underway! As we move into Q4, we’re entering one of the most interesting periods of the year for Travel Retail. With the October half-term, festive travel, Christmas holidays and the build-up to the New Year, airports will see a changing mix of travellers, each bringing different needs, expectations and shopping behaviours into Duty Free.
Some of the key shopper & traveller changes we expect to see play out during Q3 include:
🎁 The Festive Gift Shopper
Gifting becomes an increasingly important purchase occasion during Q4, with travellers looking for something to take home for family, friends or colleagues. For Duty Free shoppers, it’s not necessarily just about price, its about presentation, brand recognition, exclusivity and the perceived quality of the gift can all play an important role.
👨👩👧👦 The Family & Friends Traveller
Unlike Q3, where leisure travel is often dominated by summer holidays and vacations, Q4 sees more travellers heading overseas to visit family and friends, particularly around Christmas and the festive period. These trips often come with a different shopping mentality, with travellers looking to bring gifts, treats or products to share
🛍️ The Last-Minute & Mission Shopper
Q4 also creates opportunities for more purposeful purchasing. Whether it’s picking up a Christmas present, buying something for a festive gathering or stocking up before heading home, some travellers will arrive at Duty Free with a clear idea of what they want. These shoppers aren’t necessarily looking for a lengthy shopping experience and as such, product availability, clear pricing, familiar brands and an easy-to-navigate store can be just as important as promotions or retail theatre.
🔍 The Explorer & Self-Treat Shopper
The three bullet points above all point to an increase in gifting (which is true) but self-purchasing will continue to be the main purchase reason during Q4 and for some travellers, the holiday period provides an opportunity to browse, discover something new or treat themselves. Premium products, limited editions, seasonal ranges, sampling and engaging in-store experiences can all help capture their attention. And with purchase planning continuing to decline, the ability to inspire shoppers who weren’t necessarily intending to buy remains an important opportunity.
Understand more about Q4 changes in Duty Free shopper behaviour with our latest infographic: What do we expect to see during Q4
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