December 20, 2012 10:24 ET

Shop 'Til You Drop (Literally)

What does it take to find the perfect party dress?

- Women walk 31km to find their perfect party dress

- After 25 minutes of shopping on the high street most women give up and head home

- 23.3 hours is the total time it takes to complete Christmas shopping

- 47% of women plan to do all their Christmas shopping online

LONDON, UNITED KINGDOM--(Marketwire - Dec. 20, 2012) - The term 'shopping marathon' will take on a different (and very literal) meaning today as new research reveals how the average British woman walks a punishing 31km over six trips when searching for Christmas gifts and the perfect party dress. That's three quarters the distance of the London Marathon.

The research, carried out by leading online department store, quizzed 1,000 women aged 18 to 35 on their typical Christmas shopping experiences and the grueling lengths they go to every year in search of party style perfection.

Defying the notion that girls love nothing more than a bit of high street retail therapy, the results of the research show how the colossal crowds (60%), incessant merry music (6%) and claustrophobia of Christmas shopping leave women longing to be back in the comfort of their homes after just 25 minutes.

Those who fight through the despair and battle on may wish they hadn't, however, as the seasonal outfit odyssey will see them spend the equivalent of an entire day (23.3 hours) on their feet, searching shop after shop, waiting in endless queues for tills and fitting rooms and pounding the pavements until it hurts.

Throw in the back-breaking journey home lumbered with several heavy shopping bags and eye-watering car parking fees and it's no surprise that almost half (47%) plan to find their party dress, and indeed entire Christmas gift list, online this year.

Looking across the regions, shoppers in the Capital rack up the most shopping miles in the country, with the average Londoner walking the equivalent of the length of Oxford Street 16 times (39km) in the hunt for their perfect party dress. Meanwhile, shoppers in the South West can quite literally rest easy after the research shows they find their seasonal style in the shortest distance (21km).

Julie Donnelly, Head of Womenswear Buying at said: "Finding your Christmas party dress should be an enjoyable and convenient experience and that's what we're providing at We have a huge selection of party dresses to choose from and a variety of fun ways to pinpoint the perfect party dress, such as through our recent catwalk on ice event and you can order up until 10pm on 23rd December for delivery on Christmas Eve."


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