To say we live in a digital world is a cliche that’s nonetheless true. The arrival of online stores revolutionised the way we shop, and reconfigured the economy. The phenomenon has dramatically altered the British high street, leading to the closure of retail chains and independent stores - and the demolition of old assumptions.
But as the dust of the online revolution settles, evidence suggests that people are returning to town centres. As it happens, people – and especially younger people – rather like shopping in person.
That shouldn’t be surprising. After all, shopping in a real store has plenty of advantages over clicking through a website: you can feel as well as see the item that interests you; you can try those shoes on before buying. Shopping in physical stores is also a social and recreational activity – something people are re-learning to appreciate in the context of our increasingly fragmented lives.
From the US to the UK, research indicates that younger people prefer the real thing. Not only that, but among Britons, shopping remains a key motivation to visit the capital city: in a survey of British visitors to London, 37% of respondents said that shopping was the main reason they came to the capital – the second-most popular motivation after restaurants, at 39%.
Mirrored by other recent studies of shoppers, the study showed Gen Z (people aged 16-27) were keenest on visiting physical shops: 45% said shopping was their main reason for visiting Central London, dropping to just 34% among both Millennials (ages 28-34) and Gen X (ages 44-59) visitors, and to 30% for Baby Boomers (ages 60-78). One explanation for this is that younger people, with fewer familial obligations, are more inclined to spend time with friends, while older people are more focused on family commitments.
This has clear implications for retailers and business owners. Despite being the most digital savvy adult generation, Gen Z has a clear affinity for showing up in person. Owners and operators of brick-and-mortar stores must adjust their business strategy accordingly.
Casting aside old assumptions, Sicilian Avenue is lining up a whole new cornucopia of boutiques for this generation of offline shoppers, with more than 17,500 square feet of independent stores and dining space. Positioned just north of New Oxford Street and a short walk from the buzz of Covent Garden, it’s also the perfect spot to rest your weary feet. So if you’re keen to swap your screen time for some retail therapy, step right this way.