Christmas shoppers looking for an “experience”

A day out shopping is seen as much a part of the Christmas tradition as tree and tinsel, according to new research by Intu, which states that Christmas shoppers are looking for an “experience”.

The survey of 2,000 consumers reveals that Britons will spend an extra 110 pounds looking for festive fun outside of the home in the run-up to Christmas, with 60 percent of people planning a visit to a shopping centre or high street in search of this festive fun.

It adds that 40 percent of their present-buying budget goes towards this search for Christmas entertainment as they shop, such as a family visit to Santa’s grotto, food and drinks or a trip to the cinema.

The research also reports that 40 percent of Christmas shoppers said hearing festive tunes gets them into the Christmas spirit, while 37 percent love seeing decorations and 31 percent will take part in festive experiences with friends and family as they shop for the same reason. A further 14 percent said they enjoyed Christmas shopping more than the big day itself.

David Fischel, Intu chief executive, said: “This research reveals the extent to which the attraction of a great in-store experience continues to influence shopping behaviour and spend. While shoppers are adept at combining online and offline to suit their busy lives, the physical act of ‘going Christmas shopping’ remains an important and special part of Christmas tradition.

“Over a million people will visit an Intu shopping centre every day this Christmas to shop, socialise and take part in the many Christmas activities available. We want to make them smile by creating their perfect shopping experience and by getting it right for them, we’re also getting it right for our retailers.”

An additional survey of 200 top retailers for Intu’s Countdown to Christmas report reinforced the importance of the in-store experience, with 36 percent stating that they have changed their store layout, invested in more ‘buy more, save more deals’, experimented with product giveaways and created in store grottos to enhance the customer experience.

A third of retailers also felt having other high performing retailers, bars and restaurants, as well as a Christmas grotto and a lights switch-on event nearby, would improve this year’s Christmas trading, with a quarter recognising the value of Christmas experiences and festive music in close proximity.