Analysis has revealed the demographics of the perfect shopper charities need to target for their High Street stores.

This has found that the type of shoppers most likely to visit a High Street charity shop are women, aged over 55 and living in busy cities, most notably Edinburgh and Bristol.

The analysis found that more than two in five women compared to just over three in ten men have visited a charity shop over the last year and the most common age group of charity shop customers are aged over 55. More than two in five in this age group visit charity shops.

The next most common age group is 45-54 years, with almost two in five visiting a charity shop. Meanwhile a third of 25–34-year-olds visit these stores.

Geographically three in ten shoppers in Bristol cite charity shops as a reason to visit their local High Street. Similarly, more than a quarter of shoppers in Edinburgh mention charity shops as a reason for their High Street visit.

Overall, 37% of shoppers have visited a charity shop over the last year.

The chance of finding a unique item with a bargain price tag is mentioned as a key attraction of charity shops by over a third of customers. Almost a third of charity shoppers cite the importance of supporting good causes as a factor in visiting the stores.

Almost two in five shoppers said they find charity shops to be cheaper than regular stores.

The survey of more than 2,000 shoppers has been carried out by Legal and General and also revealed the High Street innovations and types of stores they’d like to see more of.

A quarter want more music stores, while around a fifth want more seating areas and green spaces. Better public transport to shops is wanted by 17% of the public, while 16% want more tech and innovation hubs and speciality food stores.

Accessibility and click and collect shop services are wanted by just over a tenth of shoppers.

“While there is still work to be done to fully realise the ultimate vision for high streets, it’s encouraging to see the survey results confirming Brits’ continued affection and appreciation for them,” said Legal and General investment management real assets head of retail and futuring Denz Ibrahim.

Analysis of charity shops two years ago pinpointed Edinburgh and Bristol as among charity shop hotspots in the UK.

Nottingham, North London, Bournemouth, and Derby also top the rankings for the highest number of charity shops in their centres.

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