Issue link: https://maltatoday.uberflip.com/i/228594
10 mt News survey maltatoday, SUNDAY, 15 DECEMBER 2013 As Valletta surpasses Sliem survey indicates an increas JAMES DEBONO FOR the first time since 2010, Val- letta has regained its traditional supremacy as the capital of Christmas shopping, surpassing Sliema as the preferred locality for buying presents. Judging by the results of MaltaToday's survey, shopping is expected to pick up from last year's electoral dip in Sliema, Valletta and also in secondary centres like Hamrun, Paola and B'Kara. This could be an indication of an increase in the purchasing power among some sectors of society. The survey, conducted during the first week of December, asked respondents to name two localities from where they have already bought or intend to buy Christmas presents. The survey shows the number of respondents opting for Valletta up 14 points from last year. Respondents choosing Sliema have increased by 7 points over last year. 2012 was a particularly bad year for retail shops as it coincided with the Christmas truce after the government lost its parliamentary majority in a budget vote which led to a three month electoral campaign immediately after the festivities. MaltaToday surveys have shown a consistent decline in shopping in Valletta from 2008 to 2012 with the percentage of those shopping for gifts in Valletta dropping from 45% in 2008 to 25% in 2012 – a decline of 20 percentage points. Shopping in Valletta has now reverted to 2009 levels but is still five points down from 2008 levels. The general uplift in Valletta's urban environment by means of the Renzo Piano City Gate project and the upgrading of St George's Square – coupled with the increase in the choice of restaurants and bars – seems to be paying off, as shoppers are returning to the capital. The government has further incentiviced shopping by removing CVA tariffs on Saturdays, although the impact on the parking and traffic situation in the capital remains to be seen. Although it has lost the top place, the survey shows Sliema attracting the highest percentage of shoppers since 2008. In contrast to Valletta, Sliema had experienced a 7 point increase between 2008 and 2012 following the opening of the Tigne shopping complex and the pedestrianisation of Bisazza Street but had seen a 6 point drop last year. Shopping in Sliema is now back to 2012 levels. Another commercial centre, which has seen a progressive improvement over the past years, is the Paola/Fgura area, which now attracts nearly 10% of shoppers. Hamrun has also seen an increase in its market share, which comes in the wake of the opening of a new shopping mall in the centre of the locality. Shopping has also increased in smaller localities, particularly from supermarkets in places like Zabbar and Qormi. If one were to consider cyberspace as a virtual city, it now represents Malta's third largest shopping destination with 34% saying that they have bought or intend to From which locality do you buy your Xmas gifts? 2008 2009 2010 2011 2012 2013 Valletta 44.5 39.4 32.6 30.3 25.4 39.7 Sliema 25.0 22.2 30.3 32.4 26.1 32.7 5.9 10.2 6.2 8.5 8.0 9.7 Hamrun 3.9 10.2 5.1 3.5 5.5 8.6 B'Kara 2.0 5.5 7.6 3.9 3.3 6.6 Rabat, Gozo 4.7 6.5 4.8 7.2 7.2 5.1 Mosta 3.9 4.9 2.3 3.2 2.2 2.8 Others 3,1 6.2 3.5 3.6 7.9* 8.5 Paola/Fgura (Totals do not add up to 100 because some respondents mentioned more than one locality) *Others includes Zabbar, St Julian's, Qormi, Rabat, Mellieha, St Paul's Bay, San Gwann who all attract between 0.5% and 2% of respondents Top 5 localities by age: 18-34 35-54 55+ Valletta 55.8 39.6 32.5 Sliema 62.8 30.2 16.5 Paola/Fgura 11.6 10.4 7.5 Hamrun 11.6 7.5 7.0 B'Kara 9.3 5.4 5.0 buy presents online. Unlike previous years – where respondents were only asked from which localities they buy their presents – in this survey respondents were also asked whether they buy some of the presents online. Last year, only 9% mentioned the internet as one of the places from where they buy their presents. The survey once again confirms a digital divide, with 56% of under34-year-olds buying online while only 11% of over-55-year-olds doing the same. A large segment (41%) of 35 to 54-year-olds also buy online. The survey shows that Sliema is preferred as a shopping venue by younger people. While 62% of younger respondents buy presents from Sliema, only 30% of those aged between 35 to 54 and 17% of over 55-year-olds do likewise. University educated respondents also prefer Sliema to Valletta. But this is not the case with respondents with a secondary and post secondary level of education who prefer Valletta. Paola and Hamrun are more popular among those with a secondary education. Overall under-34 year-olds also tend to buy more presents than older respondents. The survey also shows that 31% of over-55-year-olds prefer giving cash gifts. This is 8 points less than last year. Despite forecasting an increase in shopping in all localities the survey also shows that 6% will not be giving any presents this year.