If you are concerned the man in your life is planning a quick last minute sprint to the shops to buy you a gift this Christmas, there is evidence your paranoia is spot on.
A new study of 750 shoppers in Bradford by Savills on behalf of Kirkgate Shopping found men are most likely to spend less than half an hour Christmas shopping, with 32% admitting to this, compared to 22% of women.
In contrast, women in the city will be spending between one and two hours buying gifts for their other halves, with 27% falling into this time frame.
The study also shows that Millennials are perhaps more considerate than their older relations, with 28% of 16 to 24 year olds saying they are most likely to spend more than three hours Christmas shopping, whereas 27% of 45 to 54 year-olds questioned say they are most likely to spend under half an hour shopping.
Kate Hardcastle, tv retail expert, said: “In my experience, men tend to be practical and logical when making purchases, which is reflected in the speed of their shopping as revealed through this latest research. It doesn’t mean men put less thought into their gift, simply that they know what they want and get it without distraction. Putting the customer at the heart of everything you do is first class retailing and the most successful retailers this Christmas will be the ones that go out of their way to make men feel comfortable but that crucially, don’t try and make their decisions for them!”
Many of the retailers in Bradford’s Kirkgate shopping vouch for the fact that whilst men might make their purchases quicker than women, it does not necessarily mean they care any less.
Rob Lamont, F. Hinds jewellery store manager in Kirkgate, commented: “Being someone who leaves all my shopping to the last minute, I can certainly relate to Kirkgate’s latest survey findings! We definitely see a surge of men coming through our doors on Christmas Eve to make that final last minute purchase for their loved one.
“However, rather than this being a sign that they don’t care, it can often mean they’ve spent a lot of time researching this year’s gift before they go and buy it. Here at Hinds we have a very experienced and knowledgeable team that helps customers who may need inspiration for the perfect present. We’ve seen men buying everything from gold watches to engagement rings at the 11th hour – but if it raises a smile, what’s the harm in that?”
Kirkgate Shopping’s research also reveals that of those questioned, 44% couples aged 65+ spend less than 30 minutes shopping for their other half, while 27% of couples under 35 with no children say they spend three hours or more on each other.
Kirkgate Shopping centre manager Catherine Riley commented: “This research is part of our wider project to understand our customers’ shopping habits and adapt our offering accordingly. We know Christmas poses a challenge for most households, so whether your challenge is time or budgetary, we have made sure that here at Kirkgate we have something for everyone plus the flexibility of Thursday late night shopping right up to Christmas.”
For the latest news and developments at Kirkgate Shopping follow @KirkgateCentre on Twitter or search Kirkgate Shopping on Facebook. More on Kate Hardcastle can be found at www.katehardcastle.co.uk.