New research from Manchester Airport has revealed that 60% of Brits purchase presents at the airport, swapping high street shops for duty free departures.
From: trbusiness.com
The study shows six in ten UK adults have bought festive gifts at the airport, equating to more than 32 million people.
Fragrances and cosmetics top the list of airport gift purchases at 38%, with chocolate/confectionery close behind (36%) and alcohol at 31%. Notably, according to the research, four in ten Brits say they’d consider doing more of their Christmas shopping at the airport, bypassing the high street altogether.
Favourable price points are the biggest draw, with 37% of respondents citing value as the main reason. Other shoppers are drawn by convenience (17%), the opportunity to avoid crowds (4%) and access to premium brands (3%).
To capitalise on this shopping shift, as part of its ‘Holidays Mode: Activated’ campaign, Manchester Airport has partnered with TikTok influencer Charley Marlowe. Playing the role of official ‘Santa Shopper’, she is charged with helping travellers to select festive gifts for friends and family from the terminal’s retail portfolio.
Marlowe commented: “The choice has grown massively this year with new openings in Terminal 2; it’s like a mini high street, but without the stress. I’ve had people ask for help finding gifts for those tricky family members – from dads who ‘don’t want anything’ to teens who change their minds every five minutes – so the inspo is definitely needed! The best part? You can tick off your list while waiting for your flight.”
Manchester Airport Group Retail Director Richard Jackson noted: “We’ve seen a real shift this year with the airport no longer being a last-minute dash. Instead, it’s a shopping destination in its own right.
With new brands like Lego, Rituals and Pandora joining our line-up, and our £1.3bn (US$1.7bn) Transformation Programme set to deliver an even more elevated experience, passengers can pick up everything from luxury fragrances to family gifts, without the stress of the high street.
“Our ‘Holidays Mode: Activated’ campaign is all about helping people get into that feel-good mindset [and] make the journey part of the festive experience.”
From: trbusiness.com
The study shows six in ten UK adults have bought festive gifts at the airport, equating to more than 32 million people.
Fragrances and cosmetics top the list of airport gift purchases at 38%, with chocolate/confectionery close behind (36%) and alcohol at 31%. Notably, according to the research, four in ten Brits say they’d consider doing more of their Christmas shopping at the airport, bypassing the high street altogether.
Favourable price points are the biggest draw, with 37% of respondents citing value as the main reason. Other shoppers are drawn by convenience (17%), the opportunity to avoid crowds (4%) and access to premium brands (3%).
To capitalise on this shopping shift, as part of its ‘Holidays Mode: Activated’ campaign, Manchester Airport has partnered with TikTok influencer Charley Marlowe. Playing the role of official ‘Santa Shopper’, she is charged with helping travellers to select festive gifts for friends and family from the terminal’s retail portfolio.
Marlowe commented: “The choice has grown massively this year with new openings in Terminal 2; it’s like a mini high street, but without the stress. I’ve had people ask for help finding gifts for those tricky family members – from dads who ‘don’t want anything’ to teens who change their minds every five minutes – so the inspo is definitely needed! The best part? You can tick off your list while waiting for your flight.”
Manchester Airport Group Retail Director Richard Jackson noted: “We’ve seen a real shift this year with the airport no longer being a last-minute dash. Instead, it’s a shopping destination in its own right.
With new brands like Lego, Rituals and Pandora joining our line-up, and our £1.3bn (US$1.7bn) Transformation Programme set to deliver an even more elevated experience, passengers can pick up everything from luxury fragrances to family gifts, without the stress of the high street.
“Our ‘Holidays Mode: Activated’ campaign is all about helping people get into that feel-good mindset [and] make the journey part of the festive experience.”