The Theory of Shopping at The Fort

The Theory of Shopping at The Fort

The Fort Shopping Park, Birmingham, has commissioned research in order to find out more about the way we shop. Results show that those surveyed would actually rather shop alone, amongst other key insights. The research findings are being brought to life through the out-of-town retail destination’s new campaign – ‘The Fort Theory of Shopping’ – which aims to inform shoppers on how to get the most out of their shopping trip.

The survey targeting UK adults, who shop at a shopping centre at least once a month, was conducted in order to dig deep into the mind of the consumer. The research shows that how people like to shop, doesn’t always tally up with how people actually do shop.
It was revealed that the most favoured preference from shoppers surveyed, was to go it alone by shopping solo; the second most popular scenario was to shop with their partners. In contrast to preferences, those surveyed are actually more likely to shop with their partner than alone.

The Fort also delved into the different shopping behaviours of males and females and discovered that 60% of polled female shoppers shop ‘to treat themselves’ vs only 27% of males.

It’s all about focusing on the job in hand when it comes to men and shopping –the survey revealed that more males said the word ‘productive’ would best describe their most recent shopping trip than females.

Another key insight that the research unearthed was – the larger the shopping group, the more money and time they spent. Those who went shopping alone found it more boring but more productive than any other grouping. Fun, or fruitful – the choice is yours!

Marjan Horne, manager of The Fort said: “As a shopping centre manager I have always found shopping habits and behaviours fascinating. This campaign has revealed some really interesting results which we’re excited to share – I think many of you will resonate with the findings! We’re keen to get the conversation going and find out what our shoppers’ thoughts are on the way that they shop.”

The Fort Shopping Park is located 15 minutes from Birmingham city centre,
offers free parking and includes anchors Next, Boots, River Island and Primark, plus a selection of restaurants such as Nando’s and Frankie and Benny’s. Visit the Fort website at

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