Big Freeze leaves shoppers at home

The recent 'Big Freeze' across the UK has had a significant impact on the shopping habits of the nation; with half of the adult population staying away from the shops, and more than one in four (27 per cent) switching an intended High Street purchase to online, according to new research carried out by GfK NOP.

The research is mixed news for retailers during the crucial January sales period. On a positive note, an encouraging 39 per cent of shoppers have simply deferred the purchase of non-essential items until the weather improves – pointing to a possible surge in High Street footfall in the weeks to come. Less encouragingly, more than one in five shoppers who had planned to shop during early January – in most cases to take advantage of the seasonal sales - have now decided against making their purchases, resulting in lost revenues on the High Street.