Get set for a very bricks and mortar Xmas

The High Street will be the preferred destination for shoppers during the Christmas period, according to Aptos research.

In a poll of 2,000 UK consumers, the company found that of those who prefer stores at Christmas more than any other time of year, 71% appreciate the physical experience of browsing and buying gifts. 

At the same time, however, digital’s influence on total retail sales continues to climb. When looking to find the best deals in the run-up to Christmas, 63% of respondents spend time online browsing. 39% will use mobiles for inspiration, 28% will leverage their devices to check online prices while in-store and 26% plan to use them to make purchases.

“Beyond price, which proved to be the most important factor for both online and in-store shoppers, respondents stated that for in-store purchases, deals and promotions are crucial [54%], followed by the need for good stock levels [37%]. For online orders, we see that after price, speed of delivery [50%] is critical," says Richard Willis, regional vice president, Aptos.

“This festive season, and throughout the year, retailers that can deliver on customer expectations, reinvent their stores as experience centres and create meaningful connections with shoppers will thrive.”

What’s Hot on Essential Retail?