Learning from London: A Day in Retail at Christmas

As part of the Enactor Retail Road Trip Series, our sales and marketing team recently spent a day exploring London’s high streets at the busiest time of year. The goal was simple: to observe, learn, and absorb how retailers bring customer journeys, service, loyalty, and promotions to life during the festive peak.

Our route took us from Oxford Street to Carnaby Street, Knightsbridge, and Covent Garden. We dipped in and out of stores, visiting some of our clients’ locations, and witnessed firsthand how store layouts, festive decorations, and eye-catching displays capture attention. Technology was in full effect too – RFID tags and self-checkout quietly keeping operations smooth while shoppers enjoyed the experience.

The majority of Christmas shopping is done in December, and consumers always spend more than they expect.

Jacqueline Windsor
Head of Retail, PwC

Retail at its peak

Christmas is the pinnacle of the retail calendar. In the UK, festive spending is forecast to reach £24.6 billion, with shoppers expected to spend an average of £461 this season. Globally, the National Retail Federation reports US holiday sales approaching $1 trillion, highlighting just how crucial this period is for retailers.

Walking London’s streets during this peak period gave our team invaluable insights into how promotions, customer service, and store design come together to drive results.