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Information and public services for the Island of Jersey

L'înformâtion et les sèrvices publyis pouor I'Île dé Jèrri

Consumer Experiences and Perceptions Survey published

24 August 2023

A survey of consumers’ shopping experiences and behaviours has revealed that shopping decisions are complex, and price is not the only determinant of where Islanders spend their money.

The report, Jersey Retail – perceptions, experiences and needs, concluded that:

  • 50% of respondents feel shopping is about the experience with cost, range of shops and choice of product remaining the lowest scoring factors for satisfaction.
  • Customer service and opening hours scored the highest, (although at 6/10 or below, these are not high scores)
  • Items purchased most in Jersey included food and groceries, clothing and health and beauty items, with the reasons for purchasing on-Island including receiving items quickly, the ability to test/try on, and convenience
  • There has been an increase in items purchased locally, including items of memorabilia from local celebrations and notable events, including arts, gifts, souvenirs
  • Shoppers still prefer to buy toys and children’s and baby goods locally
  • Farm shops saw 7% more visitors than in 2018
  • 70% of Islanders are choosing to purchase items on-Island, even though they perceive the item to be available online. Reasons for choosing a specific location to shop include a specific shop, close to home or work, parking, and the range of shops
  • Discount and promotions, more brands, independent shops and later closing times were the factors that scored highest to encourage more shopping in Jersey
  • There was significant interest in both Sunday and more regular evening opening.

The Minister for Economic Development, Tourism, Sport and Culture, Deputy Kirsten Morel, said: “It’s fantastic to know and encouraging for retailers that there is a desire to shop more locally and support our Island’s businesses. This survey shows several changing patterns in consumer behaviour and new expectations which will help to inform our retail strategy due to be published next year.

“Importantly, there is significant room for transformation in the sector to continue to provide a diverse and attractive offering for locals and visitors alike. As with our visitor economy strategy, we will be working closely with the industry to inform our policy direction and this survey provides a useful data set to continue that conversation.”

Online Shopping

The survey shows the continued trend towards online shopping:

  • There has been a 20% increase in online purchases from non-Jersey-based stores
  • Online purchases from Jersey stores were up 6%
  • Average monthly spend online for non-groceries was up 50% and groceries 14%

Vacancy Rates

The latest retail vacancy review indicated that there are vacancy rates of around 8% in both St Helier and Les Quennevais, compared to a UK high-street average of 13.8%.

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