intu unwraps Christmas shopping habits

CHRISTMAS shoppers will spend the equivalent of nearly half of their present-buying budget entertaining themselves this festive season.

According to a survey by intu, shoppers will pay an additional £110 on top of gifts to make their in store shopping experience extra special this festive season.

This extra money is spent on everything from a family visit to Santa’s grotto to eating out to an impromptu trip to the cinema.

The research for intu’s Countdown to Christmas report reveals how a day out shopping is seen as much a part of the Christmas tradition as the tree and tinsel, with more than 60% of people planning a visit to a shopping centre or high street this year in the search of festive fun.

intu chief executive David Fischel 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.”

The survey found it is a combination of festive songs, decorations and festive experiences that makes Christmas shopping such a highly regarded tradition.

14% of those surveyed even said they enjoyed the shopping experience more than Christmas day itself.

With this in mind, retailers invest in additional staff, decorations and events in the hopes of winning a share of the shoppers Christmas spend. Over a third 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.