London is a Capital Place to Shop
London arrives at the top of Europe’s shopping list
It may be overcrowded, wet and playing host to tents full of anti-capitalists, but London has been named as the shopping capital of Europe!
The variety of shops, markets and the addition of Europe’s largest urban shopping centre have vaulted the capital above the more fashionable havens of Paris and Milan to top the list of 33 European retail destinations.
Affordability, transport, convenience, climate and culture were all taken into account in a year-long study by the Economist Intelligence Unit, which rated Madrid and Barcelona joint-second overall, ahead of Paris and Rome. Geneva, Oslo and Belgrade were ranked as the least attractive retail destinations for tourists.
The study also highlights a 30 per cent increase in tax-free spending by tourists in London over the past year, despite the parlous state of the rest of the economy – highlighting the ever increasing importance of discount deals for London has for tourists.
While London’s high prices meant it ranked a lowly 24th out of 33 on affordability — well behind Sofia, Bratislava and Bucharest — it was considered cheaper than Paris, Moscow, Stockholm, Oslo and Geneva. The price of goods in London was less of a problem — it was the expensive hotel rooms, taxis, buses and refreshments that all helped to make its shopping trips dear.
As well as ranking best in the category that measured the range of shops available, London came top in the category for “hotels and transport”. Under “culture and climate”, London’s galleries and heritage sites gave it fifth place, but Paris topped the list.
Customers at the Westfield Stratford City explained yesterday why they had been drawn to the centre’s 1.9 million sq ft of retail space.
Sarah Jareovich, 25, from Lithuania, who had spent £1,000 on her “retail holiday”, said: “We are here because we heard it’s the biggest in Europe.”
Also shopping in Westfield was Gemma Roig, a regular visitor to London, and her friend Blanca de Gispert “In Spain it’s cheaper but here there are more different kinds of shops and clothes,” Ms Roig said. “[But] Usually we go to Oxford Street because it is closer to the centre.”
Retail tourism is thought to be worth £3 billion a year to London, with tourists spending an average of £646 a transaction.
Boris Johnson, the Mayor of London, welcomed the study, heralding London as a “beacon for shoppers from all corners of the world”.



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