GB: Marks & Spencer to open 20 large stores - But do its customers shop offline or online?
January 18th, 2023, Lesley Simeon

GB: Marks & Spencer to open 20 large stores - But do its customers shop offline or online?

Retailer Marks & Spencer (M&S) plans to open 20 “bigger, better” stores across the UK in the next financial year, of which eight will be “full-line” stores offering clothing, homeware and food. The new stores - a number of them will occupy sites formerly engaged by department store chain Debenhams - will have M&S cafes as well. Additionally, the retailer will open 12 new food halls and create 3,400 jobs over three years, as part of its £480 million investment plan.

Fresh from its Christmas-season performance, does M&S’ brick-and-mortar thrust match its customers’ purchase habits?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - M&S’ store-opening announcement aligns with customers’ shopping preferences.

While 30% of M&S’ current customers make most of their food and grocery purchases offline, 43% buy all of their food and grocery items offline. The general Great Britain (GB) population shops similarly. Almost a quarter (24%) buy most of their food and groceries offline and, almost half (46%) buy all of their items offline.

When it comes to buying clothes and shoes, a similar number of M&S customers (37%) and Britons (34%) buy most or all of their clothes and shoes offline.

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Methodology:YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the UK is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.  

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Samuel Regan-Asante