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Over three million people will do their Christmas shopping entirely online this year without once visiting an actual shop, a poll has found.
Overcrowding and long queues in shops are forcing people away from the high street as the hassle of Christmas shopping becomes too much.
The number of people turning their backs on the high street is almost one million higher than it was last year, according to the poll by YouGov.
Last Christmas 2.4 million shoppers did not do any of their shopping in actual shops. The figure this year is predicted to be around 3.4 million, equivalent to around 7 percent of the adult population.
Over a third of people said that the main turn-off about shopping on the high street is over-crowding. Meanwhile almost a quarter said that long queues at the check-out are the worst thing about it.
Of the 2,065 people polled, even those who are still taking to the shops plan to spend less time in them this Christmas.
Around 31 percent of shoppers who plan to spend at least some time on the high street will spend less than half of their shopping time in actual shops, using the rest of the time to shop remotely via the internet. This compares to 28 percent of people last year. Meanwhile the proportion of people spending over half of their shopping time in high street shops has dropped from 41 percent last year to 39 percent this year.
Just two percent of people said that they are looking forward to dealing with store staff this festive season.
Guy Boxall, senior product marketing manager at Casio Business Solutions Division, which commissioned the research from YouGov, said that despite the fall in people visiting the high street, humans are “social creatures” who actually like spending time together.
“Although the high street is facing a big challenge Christmas, retailers should see this research as a challenge to improve the in-store shopping experience, rather than the nail in the coffin. We are social creatures, and the desire to spend time with each other, particularly at Christmas, is never going to go away,” said Mr Boxall.
The poll found that people’s favourite aspects of Christmas shopping on the high street are being able to “wander around” looking for inspiration and being able to see and touch products. People were also keen on being able to carry products home, which is not possible when they order online.
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(Agencies)
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一項(xiàng)民調(diào)發(fā)現(xiàn)，今年圣誕，超過(guò)300萬(wàn)英國(guó)人將在網(wǎng)上采購(gòu)所有過(guò)節(jié)物品，一家實(shí)體店都不會(huì)去。
每逢圣誕購(gòu)物季，商店里總是擠滿了人，排起長(zhǎng)隊(duì)，不勝其煩的人們被迫放棄去商業(yè)街購(gòu)物。
根據(jù)民調(diào)機(jī)構(gòu)YouGov進(jìn)行的調(diào)查，今年選擇不在商業(yè)街購(gòu)物的人數(shù)比去年高出近100萬(wàn)。
去年圣誕，有240萬(wàn)購(gòu)物者沒(méi)有在實(shí)體店買過(guò)東西。今年，這一數(shù)字預(yù)計(jì)將達(dá)到340萬(wàn)左右，約占英國(guó)成年人總數(shù)的7%。
超過(guò)三分之一的人稱讓人對(duì)逛商業(yè)街興趣大減的主要原因就是人群擁擠。同時(shí)，近四分之一的人認(rèn)為最糟糕的就是結(jié)賬處隊(duì)伍排起長(zhǎng)龍。
在2065名被調(diào)查者中，就連那些仍喜歡去實(shí)體店購(gòu)物的人也計(jì)劃今年圣誕不會(huì)花太多時(shí)間逛商店。
約31%的購(gòu)物者計(jì)劃多少也要去商業(yè)街逛一逛，不過(guò)他們只打算花不到一半時(shí)間去實(shí)體店購(gòu)物，余下的時(shí)間用于網(wǎng)購(gòu)。而去年持同樣想法的購(gòu)物者比例為28%。與此同時(shí)，把一半以上的購(gòu)物時(shí)間用于逛商業(yè)街的消費(fèi)者比例從去年的41%降到今年的39%。
僅有2%的人表示，希望在這個(gè)圣誕季去商店購(gòu)物。
卡西歐業(yè)務(wù)方案部產(chǎn)品營(yíng)銷高級(jí)經(jīng)理蓋伊?波克索爾委托YouGov進(jìn)行了此次調(diào)查。他表示，盡管去商業(yè)街購(gòu)物的人數(shù)量銳減，但人類畢竟是“社會(huì)動(dòng)物”，還是喜歡在一起消磨時(shí)間。
波克索爾說(shuō)道：“盡管商業(yè)街面臨一次圣誕大挑戰(zhàn)，但零售商們應(yīng)將這一調(diào)查結(jié)果視為一次挑戰(zhàn)，借以提升消費(fèi)者的店內(nèi)購(gòu)物體驗(yàn)，而不是把調(diào)查結(jié)果看成致命打擊。要知道我們是社會(huì)性動(dòng)物，渴望在一起共度時(shí)光，尤其是在圣誕節(jié)，這份渴望永遠(yuǎn)都不會(huì)減退?！?/p>
民調(diào)發(fā)現(xiàn)人們喜歡去商業(yè)街購(gòu)物的主要原因是，通過(guò)“逛一逛”尋求鼓舞或者親眼見(jiàn)見(jiàn)、親手摸摸產(chǎn)品。人們也喜歡把產(chǎn)品帶回家的感覺(jué)，而這種感覺(jué)是網(wǎng)上購(gòu)物所體驗(yàn)不到的。
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