From in-store magic to shopping solo, new research by Victoria Centre in Nottingham shines a light on the surprising things that drive seasonal shopping.
As the festive period approaches, it’s time to make those gift lists and dive into the fun of Christmas shopping. But it’s not just about what we buy…it’s how and why we shop. With Black Friday just days away, new research from Victoria Centre in Nottingham reveals how your generation and star sign play a pivotal role in how you’re getting your holiday shopping done this year.
- Shoppers in Nottingham are most nostalgic about Christmas music (31%) when shopping, followed by decorations (22%)
- 40% of respondents in Nottingham think in person shopping is back
- 72% are looking for discounts or exclusive offers, making this their perfect Christmas shopping day
- A quarter (23%) like to browse in stores with Christmas decorations and music
- 46% plan some items in advance but leave room for spontaneous purchases when shopping at Christmas
In person shopping back in style: a generational divide
This year, younger generations are leading the comeback for in-person festive shopping, with over half (51%) of Gen Z heading to their favourite shopping centres for their Christmas purchases. They are closely followed by Millennials (49%) who also crave the unique atmosphere generated when visiting physical retail stores as the big day approaches! Festive music, twinkling lights, and the excitement of discovering that perfect gift whilst leisurely browsing is unbeatable for those born in the late 90s.
On the flip side, 59% of Gen X prefer the ease of shopping from their couch and plan on using this platform for their festive buys.
The Nostalgia Effect
This Christmas, it’s all about nostalgia! Gen Z are particularly attracted to the festive atmosphere (29%) offered by shopping centres during the holiday season, with Millennials sharing a similar preference looking for seasonal magic and festive décor in stores (12%). Meanwhile, older generations are looking forward to hearing their favourite festive music (19%), getting them in the Christmas shopping spirit.
Findings also show nostalgia is impacted by star signs. Aquarians were found to lead the charge, with 36% of them getting a holiday shopping boost from Christmas music and 23% enjoying the festive displays. Geminis are also getting into the holiday spirit and most excited to see this year’s beautiful window displays (10%).
The ultimate star sign gift guide
Research also uncovered how star signs shape shopping preferences during seasonal discount moments, especially during Black Friday. Aries shoppers are most likely to hunt for clothing and accessories (32%), while Cancerians gravitate toward beauty and personal care products (20%). Aquarians are drawn to home appliances (22%), and Geminis tend to purchase home décor (11%). Capricorns, on the other hand, prioritise holiday gifts (16%) and are keen to give back and buy for others.
The study also found Libra’s to be the most spontaneous shoppers (16%), making impulse purchases more often than others, while Taureans are the least likely star sign to shop without a plan (34%). Additionally, Libras are also the most likely to shop with a partner (39%), enjoying shared experiences, while Aries and Cancers prefer flying solo, finding it more efficient and focused (38%).
Nigel Wheatley, Centre Director at Victoria Centre, commented: “Festive traditions come alive through in real life shopping, and VictoriaCentre is thrilled to be at the heart of this in Nottingham, bringing together the ultimate festive shopping experience this year. From our new retro inspired festive decor that gives a nod to Nottingham’s heritage, to the vast range of retailers catering to all ages and star signs, alongside family festive activities, the centre will be a memorable holiday shopping experience from start to finish.”
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