Is Your Town Ready for Christmas? Why Experience Matters More Than Ever
Commentary
As online shopping continues to grow, the festive season reminds us of something that digital retail can’t replicate – the power of experience. More than any other time of year, Christmas highlights the need for town centres to offer something memorable, social, and sensory – something that draws people out of their homes and into shared spaces.
Retail is no longer just about transactions. It’s about connection, atmosphere, and discovery. According to The True Cost for UK High Streets in 2025, a striking 88% of UK retailers now see experiential retail as essential to driving footfall. Shops must become destinations – places where people want to linger, explore, and engage – not just buy.
But retail is only one part of the story. The experience of a town centre is shaped by its cafĂ©s, restaurants, salons, and bars. It’s shaped by the streetscape, the lighting, the music, and the sense of welcome. Even in times of financial constraint, many local authorities still prioritise Christmas lights – not just for decoration, but because they create a sense of occasion that encourages people to visit, spend, and celebrate locally.
On a dark, wet December afternoon, the decision to visit a town centre versus clicking “next-day delivery” online often comes down to one thing: how it feels to be there. Is it warm, festive, and inviting? Does it offer something that screens and algorithms cannot?
This isn’t just about aesthetics – it’s about economic survival. The experience a town offers directly supports the businesses that call it home. It’s the difference between a thriving high street and one that struggles to stay relevant.
So, ask yourself…. Is your town ready for Christmas?
Does it offer an experience that makes people want to come, stay, and return?
Are we investing in the emotional and social value of our places – not just the commercial?
Because in the age of convenience, the power of experience is the new currency. And towns that understand this will be the ones that flourish – not just this Christmas, but all year round.
Ian Ferguson – Strategy and Development Director for pfbbUK Ltd