As the festive season approaches, English high streets and shopping centers are gearing up for a ‘festive shopping frenzy’ unlike any other. With the country emerging from lockdown and the holidays just around the corner, a recent report from ShopperTrak predicts a surge in shopping activity, emphasizing the importance of each visit for shoppers.
While concerns about fulfillment issues continue to plague online shopping experiences, a significant number of English consumers are expected to turn to physical stores in December. Originally, only 16% of shoppers had planned to leave their Christmas shopping to the last minute, but due to restrictions, 27% are now set to hit the stores hard in the three weeks leading up to Christmas. However, safety and the in-store experience remain top priorities for many shoppers.
It comes as no surprise that the lack of social distancing among fellow shoppers is the primary concern for 47% of UK consumers. Additionally, long queues resulting from social distancing measures deter 43% of shoppers during the festive period. Despite these worries, 54% of UK shoppers still intend to make their Christmas purchases in physical stores.
Interestingly, only 18% of consumers plan to do all of their festive shopping online. This shift towards in-store shopping is driven by concerns about overwhelmed online fulfillment networks and delivery delays experienced during the first lockdown. The report also reveals that 45% of consumers had already started their Christmas shopping before the second lockdown in November.
Retail consultant Andy Sumpter from ShopperTrak owner Sensormatic highlights the challenges that retailers will face in managing pent-up demand, reducing Christmas footfall, and ensuring the safety of both shoppers and staff. This year, customers are expected to shop less frequently in-store but with greater purpose, making each visit crucial for retailers. Prioritizing ‘SafeX’ – safe experiences – over traditional customer experiences will be key to driving success during the holiday season.
With the countdown to Christmas officially underway, retailers are faced with the task of adapting to evolving consumer behaviors and demands amid the ongoing uncertainty caused by the global pandemic. The ability to provide a safe and seamless shopping experience will be essential for success in the months ahead.
To read more about the changing landscape of holiday shopping in the UK, check out this article: UK Retailers Brace for Festive Shopping Frenzy
For tips on how retailers can enhance the in-store shopping experience for customers, visit: Enhancing In-Store Shopping Experience for Customers
