The research, carried out by the University of East London in partnership with moneysupermarket Shopping, found that Christmas shopping can increase blood pressure to potentially dangerous levels. Half of the shoppers who took part in the study were deemed to have 'at risk' blood pressure readings post just 75 minutes of Saturday Christmas shopping on a busy high street.
Heart rate also increased by an average of ten per cent during the act of Christmas shopping and skin conductance levels - one of the clearest indicators of stress - rose by over 50 per cent.
Dr John JD Turner, PhD, University of East London said: "What this study shows is that a 'harmless' activity like Christmas shopping can have a damaging effect on both our physiological and psychological well-being. For anyone already experiencing higher than normal blood pressure or any stress-related condition, the stressful surroundings of a busy high street at Christmas could prove very dangerous indeed."
Emotionally, the study found that feelings of stress and irritability rose considerably during the act of Christmas shopping with men feeling twice as stressed post shopping. Women were almost three times as stressed and almost half (47 per cent) have suffered a headache when gift shopping.
One in ten men report that this increased level of stress has caused them to get into a fight with another Christmas shopper.
Rob Barnes, Head of moneysupermarket Shopping said: "Seven out of ten people in the UK view Christmas shopping as stressful. But, for most people, it still has to be done. That's why this year more consumers than ever are putting their feet up, eating a mince pie and shopping online. Not only will it be a more relaxing experience, but better deals are generally available online."
moneysupermarket Shopping is a new shopping comparison service where consumers can compare prices of hundreds of items - from cameras and games consoles to children's toys and DVDs. moneysupermarket.com predicts that shoppers can save up to 20 per cent on their Christmas gift bill just by shopping around through its new shopping channel.
Building on its years of expertise in price comparison of financial products, utilities, broadband and more, moneysupermarket.com visitors can now compare prices on Christmas must-haves such as the Nintendo Wii and the MacBook Air.
In addition to comparing prices, visitors can access clear product specifications, read expert and user reviews, and get gift inspiration by searching for the most popular products within the different categories. Users of the site can also sign up to receive regular news alerts highlighting the latest bargains and helping to keep Christmas costs low.
Visit www.moneysupermarket.com today to find out how much you can save.
-Ends-
Notes to editors:
Top 5 Christmas Shopping Stress'ers (Opinium Research)
1. Crowds
2. Queues
3. Not knowing what to buy
4. The cost
5. Not finding what you want
About the study:
- Carried out by University of East London on 16 October 2008, 15 men and 15 women were given a Christmas shopping-style task to complete within a 75 minute timescale.
- Physiological tests were carried out pre and post the task including the measurement of blood pressure, heart rate, skin conductance and salivary Cortisol
- Psychological tests were carried out pre and post the task including the measurement of emotional state using the PANAS scale and profile of Mood States
- The study was approved by the University of East London Ethics Committee
Research was commissioned by moneysupermarket.com and carried out by Opinium Research LLP. An online poll of 2,063 adults was conducted between 3rd and 7th October 2008. Results have been weighted to nationally representative criteria.
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