Brits ditch digital shopping to return to in-store purchases
More than six in 10 Brits (63%) are turning their backs on digital spending in favour of in-store shopping, according to a new study carried out on behalf of Cheshire Oaks Designer Outlet as it celebrates its 30th anniversary.
The survey of 2,000 adults in February 2025 revealed that Brits’ newfound penchant to return to the high street and shopping outlets stems from being able to try on clothes (79%), assess clothing quality (70%) and avoid delivery delays (54%).
Kenny Murray, General Manager at Cheshire Oaks, said: "With the ease of which people can now shop online, it’s fantastic to see that Brits are falling back in love with visiting the shops themselves with family and friends.
“Cheshire Oaks started in 1995 with 35 stores. We now have 165 different retail units with a huge £44m expansion completed as recently as 2019, and we’re continuing to expand.
"Our average, footfall now equates to the population of New York, and we can’t wait for our loyal customers to join us in the birthday celebrations throughout the year."
Further discoveries from the survey revealed that fashion isn’t just a personal statement, it can "make or break a relationship", with the data suggesting that one in four Brits (23%) would consider leaving a partner if their dress sense changed for the worst.
Looking back at its 30th years as a popular designer outlet destination, the research also showed that almost a quarter (23%) of Brits have items in their wardrobe which are at least 25 years old, with 14% having items which they’ve had for more than 30 years.
When it comes to the rise and fall of fashion trends over the last 30 years, the report says that "the nation’s appetite to enjoy nostalgic looks is plain to see".
Baggy trousers, once an iconic look of the 90s and 00s, is top of the list of trends UK shoppers are most happy to see return to prominence, with more than two in five (22%) delighted to see that, while tracksuits (18%) and full denim outfits (16%) are also a welcome addition to people’s 2025 look.
To mark its milestone 30th anniversary, the McArthurGlen Group-owned Cheshire Oaks is launching a series of celebratory events throughout 2025, starting with a ‘Style Stories’ competition, giving customers the chance to share their own style journeys on social media for a chance to win a £3,000 shopping trip "for three generations to enjoy".
Murray added: "Our data actually shows that on average people in the UK don’t discover their true fashion sense until they’re 25, and we’re proud to have been with them every step of the way."
Cheshire Oaks was the first and remains the UK’s largest Designer Outlet. It has over 400,000 sq ft of retail space, comprising more than 160 boutiques, restaurants and cafés.
Visitors can find up to 60% off recommended retail prices (RRP) all year round from brands and retailers including Nike, Adidas, Polo Ralph Lauren, Hugo Boss, Mulberry, Coach, Kate Spade, Marks & Spencer and NEXT.
