Half of region 's consumers to shop on high-street this Christmas - PwC

PwC 's annual festive predictions report published today found that almost half (45 per cent) of gift shopping by West Midlands consumers will be done in-store and on high streets this festive season.

While the pandemic accelerated the shift to online shopping for Christmas presents, as with Black Friday, the research shows there has been a recovery in the preference for shopping in physical stores.

Following Black Friday, where PwC research found that 43 per cent of West Midlands consumers were interested in spending on the day, it is predicted that consumers are planning slightly reduce their festive spending this year, with an average spend of £393 per adult in the UK, 8 per cent less than last year 's £426.

Christmas dinner - and food and drink more generally - remain the key spending priorities, with almost as many people saying they will spend more as spend less.

Over half of families (63 per cent) in the West Midlands will be hosting an extended or immediate family gathering this year, the highest proportion in the UK, showing that after two years ' of restrictions, spending time with loved ones is a priority for people in the region.

Sarah Phillips (pictured), PwC partner and consumer markets leader for the Midlands, said: “This year we found that many consumers used black Friday as an opportunity to start Christmas shopping, looking to make use of discounts when looking for gifts as the cost-of-living puts pressure on people 's disposable income.

“This means that spending during December is likely to be lower and retailers should help their customers economise, while keeping Christmas special.

“With many shopping destinations in the West Midlands including the Bullring, Touchwood and Merry Hill, and the German Market returning to Birmingham this year, footfall should increase across high streets in the region this Christmas.

“Whilst average spend per consumer in the UK is predicted to slightly decline, 45 per cent of those in the West Midlands are planning to head in-store for their festive shopping, providing a boost to high street retailers and hospitality venues. ”