As the UK heads towards a Spring full of bank holiday weekends, millions of consumers have revealed they are planning to go shopping!
According to a new research report carried out by YouGov, commissioned by Gekko, almost nine million adults are “definitely planning” to hit the physical shops – and this rises to 18 per cent of 18-34 year olds, presenting retailers with a meaningful opportunity for sales uplift.
The survey of 2,000 consumers revealed that shopping is the fourth most popular bank holiday activity. And 19 per cent of respondents also revealed they are likely to spend more on a bank holiday weekend than an ordinary weekend, equating to 13 million people.
In addition to this, retail is increasingly a sociable experience, especially for younger shoppers, Gekko said. Meanwhile, 60 per cent of consumers cite a pleasant retail environment as an important factor in a great retail experience with a marked split between women and men (67 per cent v 53 per cent). Over half (59 per cent) want to see promotions, while 42 per cent want to be able to engage with knowledgeable shop staff.
An illustration of Gekko’s latest research
The top reason given for in-person shopping versus online is to try before you buy (47 per cent). The opportunity for physical retailers to play to their strengths here is huge, with this 47 per cent equating to £233 billion in spending based on 2022’s retail sales.
On the back of the findings, Daniel Todaro, Managing Director of Gekko, is urging retailers to transform their thinking about retail and how to encourage customers instore.
“Our research clearly indicates that we are seeing a real trend toward retail as leisure,” he said. “After two years of lockdowns, largely working from home and deliveries, shoppers appreciate the benefits of a good physical retail experience. This is underpinned by sociability, combining a trip with meeting friends and dining. Retailers and brands need to complement this by providing an enticing and human-centred experience.”
Mr Todaro said retailers must think creatively about how to enhance the customer experience.
“A great environment and attentive and knowledgeable staff is more important than just focusing on promotions,” he went on. “With a potential audience of millions on the forthcoming bank holiday weekends, retailers can champion the timeless values of a good retail experience to enhance the customer journey.”
