A new report released by insights agency MediaCom revealed that the average Irish shopper will spend €493 on gifts this Christmas period.

The MediaCom report surveying 1,000 adults across the country, showed that 53% of shoppers begin their spending around 2-3 months before Christmas, with women buying gifts earlier than men. The report revealed that only 33% of women leave their shopping until December, compared to 61% of men.

Additionally, the Irish shopper on average will spend €215 on food and drink over the Christmas holiday and only one in three spenders have a set budget this Christmas.

The report also revealed that over one third of Christmas shopping is now online. The report also showed that the Irish market has embraced the major discount day which is ‘Black Friday’. A fifth of Irish shoppers stated that the discount day was an important day on the calendar, but more so with the younger demographic of shoppers.

Information showed that 60% of consumers said the discount day helped to afford gifts, with 39% stating that they would not have purchased items if they were not included in the ‘Black Friday’ offers.

Managing Director of MediaCom Ireland, Ian McGrath said: “Retailers and brands have quickly become sophisticated in how they employ their Black Friday game plans, with many extending their offers beyond the day itself to maximise volume”. He continued, “it is likely to be a critical part of this year’s pre-Christmas plans for Irish retailers as sterling softens and more sales shift online from the high-street”.