Almost a third of British consumers are worried about Christmas disappearing from the high street and as a result, just 7% will do all of their Christmas shopping online this year, new research has found.
A survey carried out by e-tailer Christmas Tree World has revealed that Christmas helps to drive more people to the shops, with 39% of Brits stating that shopping on the high street at Christmas is very much part of their festive experience.
A total of 36% said they like to see Christmas decorations and displays on the high street, while one in three said they felt Christmas shopping would be less enjoyable if there were none.
The study also quizzed respondents on factors that would entice them from one high street to another during the Yuletide period. Christmas sales and discounts (40%), free parking (42%) and a good variety of shops (40%) were key reasons.
A Christmas market on-site would encourage 29% of consumers to choose one shopping centre or high street over another, while specialist Christmas departments and Christmas themed food and drink outlets would have the same effect for more than one in five (21%).
Commenting on the findings, Christmas Tree World managing director Stephen Evans said: “It’s good news for retailers, shopping centres and even councils that consumers feel strongly about the festive shopping experience and want to see visible signs of Christmas on the high street.
“Whether you enjoy Christmas shopping or not, it’s clear from the research that the majority of UK adults feel retailers should be embracing the festive season, and that Christmas should be visible wherever possible – whether that be through decorations, exclusive sales and offers, or small festive touches such as mince pies for shoppers.
“93% of those surveyed will do some element of their Christmas shopping in a physical store. So not only will embracing Christmas attract more consumers to one shopping destination over another but, as the data shows, it’s likely to encourage consumers to spend more while they are there.”