Even after the holidays, in-person shopping continues to hold a strong, unmatched position in shoppers’ daily lives, especially during sales periods when people rush to buy the products they need at more favorable prices, according to the results of a sociological survey commissioned by Domina Shopping.
The survey data show that at the beginning of the year, in the so‑called “long January”, people plan their shopping during sales consciously and practically. The results indicate that the purchase of food and beverages is a priority in almost all age groups, but when looking at subsequent choices, the structure of purchases differs significantly depending on age. It is precisely in these differences that clear trends emerge in the popularity of clothing, household goods, and other categories.
The strongest interest in buying clothing is observed among people aged 40–49 – the majority, or almost 30% of respondents in this group, indicated clothing as their main product category choice during sales. Meanwhile, in the purchases of young people aged 18 to 29, household items and home appliances stand out on par with clothing, indicating an interest not only in fashion, but also in home furnishing and making practical purchases. Products for children, as one of the main categories, were most frequently mentioned by respondents aged 30 to 39, reflecting the everyday needs of families and seasonal expenses.
This shopping structure shows that people use sales periods not only for impulse purchases, but also to expand their clothing selection, improve their home environment, or buy everyday essentials at better prices.
The survey results show that in the winter period shopping centers are also appreciated as places for services and leisure. Almost half of respondents, or 47%, indicated that in winter they gladly make use of café and restaurant services, while 28% like to go to the cinema. Financial transactions as well as postal and parcel locker services are also in demand at this time.
The data confirm that in winter shopping centers become a valuable destination for shoppers. They offer not only the opportunity to shop, but also convenience, services, and a place to relax, becoming a popular place to visit both during winter holidays and vacations, and in cold weather, when people choose to combine practical needs with safe and comfortable leisure time spent with family or friends.
According to the survey data, the tendency to purchase desired products in shopping centers remains high among Latvia’s residents – 62% of respondents made this choice, while 38% prefer online stores. The main reason why people are more inclined to choose an in-person shopping experience is the opportunity to immediately see, try on, and purchase products, which is particularly important in the clothing and footwear category; 43% of respondents cited this as the main reason. Other important factors are the ability to shop for multiple purposes in a single visit – from fashion and sports goods to household items and everyday services – saving time and making shopping more efficient.
“In the shopping center sector, the year traditionally begins with major winter collection sales, which are highly anticipated by shoppers. Our survey shows how Latvia’s residents plan to spend January, assessing not only their product purchases, but also their service usage habits. The data clearly confirm that in the winter season shopping centers are highly valued not only as places to buy fashion and sports goods, but also as service and leisure destinations where, in a single visit, it is possible to combine shopping, dining, everyday services, and quality time. This once again confirms the enduring role of in-person shopping and the ability of shopping centers to offer a convenient, functional, and time‑efficient solution for everyday life,” says Domina Shopping director Dina Bunce.
The “Domina Shopping” survey was conducted in cooperation with OMD Snapshot in December 2025, via an online questionnaire of 709 Latvia residents aged 18 to 74.
Originally published at https://inc-baltics.com/iepirksanas-interneta-klatienes-pieredzi-izkonkurejusi-vel-nav/
Like
Love
Happy
Haha
Sad
