Select a region
From 'price pickers' to 'experience shoppers', new research has segmented people shopping in Jersey today into six different categories... but, no matter what category they're in, the stats show they're not happy with the high street.
According to the Government-commissioned research, which is detailed in a £12,750 report released for the first time today, shoppers are much less satisfied with shopping locally than they were in 2018, when a comparable survey was carried out into perceptions and experiences of retail.
The research, carried out by Jersey agency 4insight, included a survey which attracted more than 1,500 valid responses. This was considered a strong representative sample size, which included good coverage across the various socio-demographics of Jersey shoppers.
Economic Development Minister Kirsten Morel said the research would be used to inform the Government's new retail policies.
Express took a closer look at the findings...
The biggest fall in satisfaction related to the cost of items, the range of shops, the choice of items in shops, and ease and cost of parking.
The overall shopping experience ‘satisfaction score’ also dropped significantly over the period.
The survey also uncovered suspicions around price transparency in local stores.
Less than 10% of respondents thought that shops were "always" transparent.
More than half of respondents perceived that local stores were “sometimes” transparent on prices charged, while around a third thought stores were “not at all” transparent on prices.
Part of the research called on respondents to write down what first came into their heads when the moderator said “Retail in Jersey”. The most common two responses were “expensive” and “lack of choice”.
Pictured: There were 20% more recent online purchases from non-Jersey businesses compared to 2018, when the last survey was carried out.
The results showed that 59% perceived that rising cost of living “always” impacted their shopping habits, 36% said “sometimes” and only 5% responded “not at all”.
There is a mixed preference for shopping locally versus online, the research found.
37% of respondents preferring to shop online, 34% preferring to shop in Jersey, and 30% not expressing a preference. This was broadly unchanged from 2018.
Respondents were asked specifically about the items they have bought in the last month. 90% had purchased from shops in Jersey and 85% had recently purchased from non-Jersey online stores.
Just under half (44%) had bought items off-island, and only a few had purchased from online Jersey shops and online click and collect.
Compared to answers given in 2018, there was a 20% increase in recent online purchases from non-Jersey stores, a 6% rise in buying from online Jersey-based businesses and a 10% decrease in purchases away from Jersey.
Most recent purchases consisted of food and groceries, clothing, and health and beauty items.
Their key reasons for purchasing in Jersey were receiving the item(s) quickly, the ability to test or try/feel the item and the convenience.
The research suggested there had been a bounce in interest in purchasing items of memorabilia locally, as well as arts, gifts and souvenirs.
Shoppers also showed a preference for buying toys and baby goods in Jersey.
Perhaps buoyed by the pandemic calls to 'support local', the research said that farm shops saw 7% more visitors than five years ago.
Respondents were still highly interested in Sunday shopping, the survey showed, with 64% in favour.
While late-night shopping is usually only offered in the run-up to Christmas, 62% said they would like to have this option during other parts of the year.
Pictured: Most people surveyed were in favour of Sunday trading and more evening shopping.
Discount and promotions, more brands, independent shops and later closing times were the factors that scored highest to encourage more shopping in Jersey.
The research also uncovered six different shopping personality types in Jersey: Price Pickers, Quality Choosers, Convenience Concerned, Experience Shoppers, Likely Locals and Online Opters.
Scroll through the list below to work out which category you might fall into...
Comments
Comments on this story express the views of the commentator only, not Bailiwick Publishing. We are unable to guarantee the accuracy of any of those comments.