The German Trade Association (HDE) published the results of its current location monitor 2023 on Wednesday. According to this, over half of those surveyed prefer the stationary shopping experience to online shopping.
The survey makes it clear that, despite growing online retail, shopping opportunities in city centers are very relevant for people between 16 and 29 years old. Above all, the diverse range of shops and restaurants is crucial for visiting and the attractiveness of a city center.
“It’s good to see that the younger, more digital generations also appreciate lively city centers. This speaks against the often assumed loss of importance of city centers,” said HDE Managing Director Stefan Genth in a statement.
The industry organization’s location monitor was developed by the market research institute GfK and examined the attractiveness of German city centers. For this purpose, around 450 city center visitors aged 16-29 were surveyed in Berlin, Leipzig, Stuttgart, Siegen and Schwerin in June 2023.
Shopping is the main reason for visiting the city center
The main reason given for visiting the city center was ‘leisure activities’ by 38 percent of those surveyed, followed by ‘shopping’ at 31 percent. The majority of survey participants, 95 percent, are in the city center at least once a month, and half of those surveyed even daily.
Consumers were also asked about their main motives, which relate to “the underlying emotional reasons” for visiting the city center. Shopping and running errands are at the top of the list with 69 percent, followed by ‘meeting friends’ with 59 percent and ‘fun, entertainment and entertainment’ with 39 percent. At 80 percent, clothing and shoes are the range that attracts young people to city centers, followed by drugstore items and cosmetics at 41 percent.
In comparison, there are the actual activities carried out when visiting the city center, where eating and drinking was most frequently reported at 57 percent, followed by ‘shopping’ with 49 percent and ‘specific shopping’ with 34 percent.
The results also show that over half of those surveyed still prefer shopping in the city center. 66 percent of consumers said brick-and-mortar stores in and outside the city center were their preferred shopping location. Online shops reached 34 percent. 31 percent cited the cheaper price and 25 percent cited convenience as the main reason for buying online.
Consumer needs and wishes
The needs and wishes of young consumers were also examined for their shopping spree. When it comes to needs, the variety of choices as well as a walking radius or short distances were particularly addressed. The focus here is also on the need for inspiration and a relaxed atmosphere in which customers can ‘let themselves go’. The respondents want a ‘variety of different shops’ and ‘inviting presentations’ in the shop window for their shopping trip.
When it comes to targeted purchasing, retailers can score points with those surveyed for their efficiency: Consumers go to city centers with the need for quick success, product availability, easy accessibility and a reasonable price level compared to online shopping. In addition, the quick orientation at the point of sale is an argument why already known stores are preferred.
The results of the survey also show that the majority of those surveyed are satisfied with the design of the city centers, especially with the restaurants and shopping opportunities.