Oxford Street (1)

We all get frustrated in some way when we're out shopping, whether its heavy bags, tired feet or queuing to pay. But a new study has revealed what really drives British shoppers High Street mad.

The survey of 10,000 shoppers, conducted by Sinso Retail Support, found queues, misleading deals and cramped stores taking the top spots. More than four in ten (42%) disproved the Great British stereotype that we LOVE queues, citing it as their ultimate frustration when out shopping. Deceptive offers and promotions came in second with

42% of participants disproved a Great British stereotype, citing queues as their ultimate annoyance when it came to high street shopping – while deceptive offers came in second at 37% with cramped stores just beyond on 36% - although overcrowding was a particular nuisance for almost half of the 18-24 year olds surveyed.

However, more than a third (34%) of shoppers actually said their fellow shoppers were their biggest gripe.

Misleading offers proved especially unpopular with 35-44 year-olds, while 38% of over-65s revealed that poor access annoyed them most about the High Street shopping experience, with some retailers failing to accommodate the needs of older customers.

Across the counter, team training showed plenty of room for improvement – with aggressive salespeople (35%) and poorly informed staff (25%) scoring highly in the study.

No refunds

When it comes to products, Brits aren’t willing to settle – citing low stock levels (25%), poor product quality (18%) and mislabelled products (16%) as a few of their high street deal-breakers.

A fifth of men surveyed said poor quality products drove them mad, while women considered a poor product selection one of the cardinal retail sins.

Ugly product displays scooped 11% of the overall vote, with a sizeable 17% of British men expressing their disdain for shoddy displays.

A number of respondents shed light on the disadvantages of High Street shopping when compared with the online experience – highlighting the extra time and expense, and limited product choice as a few of the comparative shortcomings.

Lee Singers, of Sinso Retail Support, said: “The study’s interesting in that it continues to highlight consumer dissatisfaction in the way retailers are failing to listen to their customers.

“Whilst we have come a long way over the last few years, continuous improvements need to be made to in-store layout to make for a more rewarding and enjoyable entry to exit journey – from fixtures and fittings and in-store lighting, to product availability and increased levels of customer service.”