Most Britons still prefer shopping in person – Cheshire Oaks report

As many as two-thirds of UK consumers prefer to shop in physical stores rather than online, but online remains key as most of us do shop there and we get our inspiration there too — a quarter of us find inspiration for our wardrobes entirely on social media, influenced by platforms such as Instagram and TikTok via ‘get ready with me content’.

That’s according to a new study from outlet shopping destination Cheshire Oaks Designer Outlet, which also said that data shows “Gen Z lead in style confidence, [and] Manchester has been named the most fashionable city in the UK”.

The study was commissioned by Cheshire Oaks to mark its 30th anniversary and when asked to rank personal style on a scale from one to 10, Britons gave themselves an average score of five, with Gen Z (aged 18-24) “being significantly more confident in their ability to create a ‘fire outfit’ and scoring themselves a far higher average of seven”.

Over 65s were the least self-assured in their fashion sense scoring just four out of 10. 

Meanwhile, Manchester, London and Brighton residents rated themselves higher than the national average, with Mancunians taking top spot by rating themselves as a nine or even 10, higher than anywhere else in the UK. 

Respondents said that on average they’d developed their personal style by the age of just 25. 

As mentioned, social media was ranked as “the key inspiration for sourcing stylish looks” but 64% of respondents said they prefer shopping in person. Leading reasons include the ability to try on items on (80%), to judge quality in person (70.4%), and avoid delivery issues (51%). 

Older shoppers are most keen but for younger shoppers, the in-store experience remains relevant — “especially when enhanced with entertainment, events, and hands-on discovery as reported by respondents aged 20-30”.

The outlet centre has reflected that in its anniversary year with a one-off, free live music gig this month. The line-up comprised a ‘top secret’ 2000s chart-topping headliner, The Sugababes, joined by DJ Howard Donald of Take That and event host, Hits Radio’s Kimberly Wyatt.