EE is celebrating the return of the Great British high street ahead of Christmas as new research reveals more than half of (59%) younger Brits plan to go shopping in real life, despite over a quarter (27%) of the nation still feeling nervous about returning post Covid.
With tech and devices topping this year’s Christmas list, it is the younger generations aged between 18 and 34 who are shopping more in person – and are more than twice as enthusiastic than those aged over 55 in getting back on the high street ahead of the festive season (59% versus 26%).
While the survey of 2,000 UK consumers shows it is true that older people are the most cautious following lockdown closures, EE says that younger people are taking advantage of the way retailers offer greater experiences for shoppers combined with great deals on the high street this Christmas.
One of the main attractions for shoppers is the thrill of making an immediate purchase with more than half (55%) saying once they spot a product, they want they will buy straight away.
The research reveals people also found the visual aspect of being able to see a product (46%) was most important, followed by the experience of being able to touch and feel a product (44%). Nearly a quarter (23%) of young people most valued making a day of it with friends.
Being able to try before you buy and having a bit of “me time” were also high up the list. More than a third of customers (34%) are likely to ask store staff for advice on purchases, as they value the expertise.
Demonstrating the growing demand for shopping experiences, EE this month opened a new concept store in London’s Aldgate, where customers can ask face-to-face, expert advice and try out the latest technology.
Bridget Lea, EE’s Commercial MD, said: “We’re encouraging people to get back onto the high street this Christmas to discover all of the benefits of shopping in person.
“Thanks to the way that stores including EE’s are evolving, there are so many more reasons to come and see us in real life. We want people to be able to spend time in our stores and test out the technology before they buy it.
“Our people are ready to welcome festive shoppers back in-store confidently and safely so they can rediscover the joy of being back on the high street.”
Lilly Reeder-Katsipis, 23, a student at London Metropolitan University, describes herself as a ‘browseaholic’ and says she is buying every single one of her Christmas gifts face-to-face this year.
She said: “It doesn’t matter what it is I’m looking for, I just love the whole experience of it. As much as I like browsing online stores, I don’t think you can beat shopping on the high street, in fact my top tip for anyone looking to go Christmas shopping this year is do it face-to-face.”
As part of its campaign to give shoppers the best experience, EE has launched a range of limited-time deals across Pay Monthly smartphone, tablet and laptop plans as well as pay as you go, home broadband and SIM Only offers.
There are savings of up to £260 on iPhone 12 Pro and iPhone 12 Pro Max Smart handset plans.
For new pay as you go customers, EE is also offering double the data for the first three months for new customers joining across pay as you go packs.
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