Shopping centres remain a top destination for fashion sales with British consumers, particularly those aged 16-24, according to a new survey.
Kent shopping centre Bluewater has extended trading to midnight for the first time this Christmas.
The Spotlight: Retail Revolutions survey, conducted by Intu and Savills found that shoppers continue to value the potential of shopping centres as a shopping destination.
43.4% of those surveyed rated shopping centres in the top three of their preferred locations to purchase clothing and footwear.
This preference was significantly higher among those aged 16-24 (62.9%) and 25-34 (53.4%).
The report focuses on the “destination” draw of shopping centres, and highlights the range of stores and facilities on offer as a key aspect in their sustained popularity.
Mark Simms, head of shopping centre agency at Savills, commented: “The appeal of shopping centres, particularly amongst younger demographic groups, highlights the role the wider retail environment can play in attracting consumers. In turn, this maximises the performance of individual retailers. Shopping centres generally fall under a single management strategy, putting them in a better position to deliver a more comprehensive and attractive shopping environment with the additional leisure facilities and other amenities that today’s consumers expect.”
The report also highlighted the importance of convenience within older age groups. In the age category 55-64, convenience was the most common priority for shoppers - with 45% rating small local high streets in their top three preferred locations to shop.
The research was carried out by Intu and Savills in collaboration with Verdict Retail. Sample sizes for age groups ranged between 5,000 and 14,000 participants.