Out of Town Shopping Takes on the High Street - For Now
Given the current popularity of out-of-town shopping, the High Street will need to look for new ways to compete, according to recent research from the MORI Socioconsult Monitor - a study of changing social values. Two in five British adults now claim to prefer shopping out-of-town with the same proportion saying they find it more convenient than going to the High Street.
While the young (under 24s) and the old (over 55s) continue to favour the High Street, middle-aged Britons are opting to shop out-of-town and are finding it more convenient. Presence of children is also a significant factor. Parents are now just as likely to want to shop out-of-town as in the High Street (48% vs 47%), whereas those without children continue to prefer shopping in-town (57% vs 37%).
Everyday life typologies developed by MORI Socioconsult provide further insights into the different ways that British people like to shop. Among the most positive towards out-of-town shopping are groups from very different ends of the social spectrum - the 'socially mobile' are a prestige conscious, career and success oriented milieu while the 'outsiders' are a materialistic and dissatisfied group. Similarly, the High Street appeals most to the 'traditional working classes' who are strongly rooted in their local environment as well as to the 'liberal intellectuals' a socially responsible and avant garde group of people who are likely to support small business as a matter of principle.
Enjoyment of shopping per se is split evenly across the population. However, there are some marked differences between people who like shopping compared with those who don't. Eager shoppers take pride in their home and like to spend money and time decorating and furnishing it. They enjoy the 'playful' aspects of shopping as well as the sensorial and experiential elements. Eager shoppers are also closely associated with a trend identified by Socioconsult - the 'multifaceted individual' who takes on different roles and identities according to their situation, mood and lifestage and who resent being typecast by traditional consumer classifications.
But what of the internet? The survey suggests that this will be a threat to both the High Street and out-of-town malls. Three in five British adults claim to be current or potential e-shoppers for clothes or groceries. Just under half of High Street shoppers and out-of-town shoppers are positive about the idea (47% vs 46%), but looking at the people who reject the idea, three in five of them are High Street shoppers (61% vs 33%). Out-of-town shopping malls appear to be more vulnerable at the moment but for how long?
In the face of competition from the internet, some of the major out-of-town outlets are already looking at new ways to attract customers for the future. Bluewater Shopping Centre, for example, is currently considering plans to charge for entry and offer a theme park to visitors. Given that shopping appeals most to those who enjoy the 'experience' of shopping as well as the entertainment aspects, these elements could well hold the key to the future of the High Street too.
Technical details
The MORI Socioconsult Monitor was carried out between 11 November and 14 December 1999. Respondents were recruited via the MORI omnibus and 1,196 British adults aged 15+ returned self-completion questionnaires (a response rate of 39%). Data were weighted to match the national profile.
