Member Article

Christmas shopping: not the retail norm for the North East

North East shoppers are ditching their friends and family for the annual Christmas shopping trip, as 56% of people prefer to do their Christmas shopping alone according to research from Manor Walks Shopping & Leisure in Cramlington and Hammerson. The study by the retail destination specialists has identified how the Christmas shop has evolved amid a changing retail environment and who spends what over the festive period.

CHRISTMAS SHOPPING HABITS

Hammerson and Manor Walks have surveyed more than 2,000 consumers on their Christmas shopping habits as part of a national survey. It found that the Christmas shop has become an increasingly focused expedition, in which consumers research gifts in advance allowing them to make last-minute trips to the shops.

This ‘eleventh hour’ dash is less prevalent in the North East however, with only 30% of people waiting until the final fortnight to get their gifts. While 31% of North East shoppers enjoy researching presents before embarking on their Christmas shopping expedition, and a significant amount will undertake in leisure activities (85%) or stop for a coffee (72%) to make the experience more enjoyable.

Unsurprisingly, the worst element of the Christmas shop is the crowds as the majority (63%) of shoppers try to identify the least busy times of day.

WHO TOPS THE CHRISTMAS LIST?

Nationally, other halves and children are the two most bought-for groups for Christmas gifts. The average amount spent on a partner is £88, with Father Christmas delivering on average £188 of gifts for children. Lowest on the list of average spend are pets (£12) and colleagues (£11). However, despite spending £36 on Christmas gifts for grandparents, more people will purchase a gift for their pet or colleague over grandparents.

Regionally, children in the North East are enjoying a growth in their purchasing power with almost 46% of parents giving children a separate Christmas gift allowance.

Food and drink gifts, home entertainment and fashion are the most purchased items for gifts, however consumer electronics top the list when it comes to average spend (£228). With the launch of Playstation 4 and Xbox consoles and the growing popularity of tablets, they are likely to retain the top spot this year.

DEMISE OF THE JANUARY SALE

Nearly a third of people (29%) in the North East believe that the January sales are part of the Christmas tradition, with almost half of the region’s shoppers (48%) saying they are most likely to find a gem in the January sales. However, the majority of consumers (70%) believe that they have become much less important in recent years as retailers now discount throughout the year.

Bruno Coppola, General Manager of Manor Walks said: “It’s fascinating how people alter their typical shopping habits for the Christmas shop, and it looks like the British shopper has adopted a steely determination when it comes to festive gift buying. The internet has undoubtedly contributed towards this. Consumers can now be more prepared, researching online in advance, allowing them to make only one or two major trips close to Christmas. We strive to make Manor Walks a surprising and more rewarding place to visit, where North East shoppers can truly enjoy their Christmas shopping experience.

“The impact and prominence that retailers’ have put on Christmas adverts this year well and truly puts the Christmas buying season in the front of consumers’ minds. However, the January sales have lost some of their impact as a result of more frequent discounting.”

With over 100 retailers including Northumberland’s only multiplex cinema and a great range of family restaurants as well as high street favourites, independent stores and 1,500 free parking spaces, Manor Walks Shopping & Leisure in Cramlington offers a huge amount of choice to suit a range of tastes. Located in the heart of Cramlington, visitors can enjoy free car parking, now with no time restrictions after 4pm.

This was posted in Bdaily's Members' News section by Manor Walks Shopping and Leisure .