Younger shoppers swing behind extended Sunday trading

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Most adults remain opposed to extending Sunday trading after the Olympics – but not so among younger shoppers.

Fifty-two percent of adults told a new Ipsos MORI poll that they were against a permanent extension of the current Sunday Trading laws following the end of the London 2012 games, while 36% were in favour.

But among those aged 15 to 24, 50% were in favour and 35% were against. Among those over 65, just a fifth (21%) wanted the laws extended.

“This generation of youngsters have spent most of their shopping lives post the 1994 Sunday Trading introduction and have grown up accustomed to unrestricted trading hours on other days of the week,” said Ipsos Marketing associate director Sasha Birkin.

“The research shows that the younger generation of shoppers are less conservative than their parents and less attached to the idea of keeping Sunday special.”

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