VIII. XMAS SHOPPING

Attitude to later closing

Present day shopping legislation permits local authorities to sanction later closing hours during Xmas week. This is done presumably because the authorities recognise that there is considerable shopping activity at this time and because they either hope by later closing to relieve congestion or to allow certain sections who work by day to meet exceptional shopping needs in the evening. The question “would it inconvenience you if all shops shut at the normal closing hour during Xmas week?” was designed to test how far shoppers appreciated these concessions and to what extent planning of new legislation must take Xmas demand into account.

The response to the question leaves no doubt as to the general attitude of the public - 63% would be inconvenienced if there were no late closing. Occupational analysis still shows workers as the leading group favouring late closing; as many as 6% would be inconvenienced by normal closing. Housewives, however are not uninterested and 64% favour late closing.

50% of distributive workers say that they would not be inconvenienced by normal closing during Xmas week. Clearly it is not surprising that on an issue of this kind the distributive worker considers his position not only as a shopper, but also as a member of the distributive trade.

Suitable Closing Times

Since Xmas constitutes a special shopping period it is by no means certain that ordinary later closing times will suit public needs. Thus it was necessary to ask that section of shoppers who said they would be inconvenienced if shops shut normally during Xmas week, what particular times they had in mind.

There is little to comment on in this table. The peak preference for closing times is 7.46-8.15 and 70% of late shoppers would be satisfied for with such a closing hour. To satisfy over 90% of the sample it would be necessary to extend opening hours to around 9 p.m.

A marked difference exists between the preferences of distributive and other workers. Even those distributive workers who go so far as to favour late closing still differ from the views of their fellow workers on this subject. The peak closing hour suggested by distributive workers is around 7 p.m.

Conclusion

There is a strong case for late closing over Xmas week. 63% of shoppers would be inconvenienced if shops closed at normal closing during that period. Housewives and other workers strongly favour late closing, although distributive workers do not by a narrow margin. A closing time around 8 p.m. would satisfy 70% of late shoppers and one around 9 p.m. would satisfy over 90% of late shoppers.