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UK home to three of the most popular shopping streets in Europe

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Popularity index combines data from Instagram hashtags, global Google searches, daily footfall figures, and total TripAdvisor reviews.

 

A recent report released by UNiDAYS revealed that fashion brands only have 8 seconds to capture the attention of Gen Z customers in this fast moving digital shopping world. Yet, in a post pandemic survey of 18,000 Gen Z students, a whopping 84% revealed that they were looking forward to browsing the high street shops again in person. 

Alongside this, the report showed that more than half of those surveyed (56%) said they don’t follow brands on social media, and even though the majority will research purchases online first (85%), three quarters of consumers don’t trust shopping directly on social media and prefer to purchase in person instead.

With so many incredible shopping locations in Europe to choose from, experts at UNiDAYS looked to work out which are the most popular amongst shoppers, according to a range of data points. Comparing the average number of pedestrians per day, the number of images associated with the location on Instagram, the total amount of TripAdvisor reviews for the shopping, and the global monthly Google searches for each, they were able to create a popularity index to help shoppers find the best outdoor shopping spots in Europe.

The Most Popular Shopping Streets in Europe

Rank

Country

City

Shopping Street

Number of

pedestrians

per day

Images on Instagram hashtag

Trip Advisor reviews

Global monthly Google searches

TOTAL POPULARITY

1

UK

London

Covent Garden

44,000

1,480,361

24,913

148,300

90

2

France

Paris

Avenue des Champs-Élysées

45,500

1,002,696

21,471

103,500

72

3

UK

London

Oxford Street

72,700

892,445

4,831

80,100

58

4

Spain

Madrid

Gran Via

60,800

562,394

14,398

45,000

52

5

Germany

Berlin

Alexanderplatz

31,300

583,963

4,531

96,900

42

6

UK

London

Regent Street

56,900

391,104

1,661

23,000

32

7

Ireland

Dublin

Grafton Street

40,500

82,050

4,051

11,700

21

8

Italy

Milan

Corso Vittorio Emanuele II

54,600

63,934

631

1,300

21

9

Spain

Madrid

Calle de Preciados

44,100

247

240

1,300

16

10

France

Paris

Rue de Rivoli

36,000

45,281

84

12,500

15

11

Ireland

Dublin

Mary Street

39,000

4,624

0

8,800

15

12

Ireland

Dublin

Henry Street

35,900

18,100

348

8,200

14

13

Sweden

Stockholm

Drottninggatan

31,600

33,933

231

12,500

14

14

France

Paris

Boulevard Haussmann

33,600

22,821

0

10,400

14

15

Austria

Vienna

Kärntner Strasse

34,900

7,549

455

3,900

13

16

Austria

Vienna

Mariahilfer Strasse

31,900

24,243

580

1,300

12

17

Italy

Milan

Via Torino

30,200

18,828

401

5,700

12

18

Belgium

Brussels

Rue Neuve

29,200

4,601

480

7,400

12

19

Denmark

Copenhagen

Østergade

30,900

2,655

0

3,300

11

20

Czech Republic

Prague

Na Příkopě

30,200

3,146

229

590

11

21

Germany

Berlin

Tauentzienstrasse

28,400

3,527

35

540

10

London - Capital of Shopping
Based on all four criteria, London’s Covent Garden came out as the most popular, thanks to the almost 1.5million photos of it on Instagram, and the monthly searches of almost 150,000 across the world. While one of the oldest shopping spots in London, it sees only 65% as much foot traffic as London’s next most-popular shopping street, Oxford Street. 

With more than 72,000 visitors to the shopping street daily, Oxford street is the most visited shopping destination, but only the third most popular. The area has just under 5,000 TripAdvisor reviews to its name, versus Covent Garden’s almost 25,000, and also far less monthly searches, with only around 80,000 people Googling this street across the world.

The UK’s third and final shopping street on the list is Regent Street, which sits just outside the top five at number six. With less foot traffic than Oxford Street, despite running off of it, this street also has less online reviews and searches, as Oxford Street sees 248% more global searches every month, and Covent Garden a whopping 545% more globally.

Most Instagrammable Shopping Spots
When looking at which of Europe’s shopping streets is the most photographic, the top five remains the same - albeit in a slightly different order. London’s Covent Garden again reigns supreme with 1.48million photos associated with the hashtag, while Paris’ iconic Avenue des Champs-Élysées slides into second spot with just over 1million photos.

Rounding out the top five spots are Oxford Street (892,445 images), Berlin’s bustling Alexanderplatz (583,963), and Madrid’s vibrant Gran Via with 562,394 images.

Looking further into the top ten, we start to see some local favourites from Europe’s lesser known but still very popular shopping spots. Milan’s Corso Vittorio Emanuele II sits at number eight thanks to the 63,934 photos posted from this shopping thoroughfare, while Ireland’s iconic Grafton Street features in seventh spot with just over 82,000 images. 

Hidden Gems for Window Shopping
To consider something a hidden gem, it needs to be good but not too busy, in which case Rue Neuve in Brussels and Via Torino in Milan are the two best bets. Rue Neuve sees just over 29,000 pedestrians every day, a far cry from the 72,000 of Covent Garden, but also has just under 500 reviews on TripAdvisor and around 7,400 monthly Google searches, showing it is still a popular choice for those visiting the area.

Similarly, Via Torino in Milan is nowhere near as crowded as Corso Vittorio Emanuele II, with almost half as many visitors every day, but it still has the popularity of almost 20,000 images on Instagram, as well as 5,700 Google searches every month.

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