Retailers defied the experts this Christmas to post hugely profitable figures during the festive period.
Despite miserable weather and a barrage of competitive online deals, customers continued to flock to high streets around the country to battle the Christmas crowds in-store rather than relying on deliveries from online retailers.
A survey from field marketing specialists Credico UK found that a number of popular retailers had benefitted greatly from their customers' commitment to the high street, with Aldi and Lidl the biggest winners.
Experts had predicted a catastrophic retail period but as store manager of the Hastings branch of Schuh, Kat Andrews, told us, they are using online schemes to encourage customers to come in store.
"It's important to us that we still get footfall in our stores, so we have started an online strategy, where people get discount vouchers when they order online, but they can only use them in store.'
Credico said that this phenomenon was likely to be down to the face-to-face experience offering consumers a clear communication route and finding the guidance of sales assistants within stores invaluable.