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Home » Business News

Yule have yet more festive joy at 30 in the West Midlands…

Submitted by on December 21, 2015 – 6:20 am |

Johnny BallIf you’re approaching your 30s and no longer experience the same playful Christmas joy as you did as a child, then the good news is that your luck is likely to change. New research commissioned by intu, the leading owner, developer and manager of prime regional shopping centres in the UK, pinpoints the age that we all enjoy Christmas the most, and on average, adults the West Midlands have their best Christmas at the age of 30.

The survey, which was analysed by much-loved children’s TV presenter and mathematician, Johnny Ball, polled more than 2,000 Brits about their attitudes towards the festive period. It found that on average respondents in the West Midlands felt that their best ever childhood Christmas takes place at the age of nine, with receiving presents (54%), Christmas dinner with the family (48%) and decorating the tree (39%) all contributing towards a nostalgic Christmas buzz that for a lucky 27% never wavers.

However for more than half (54%) the region the seasonal magic starts to wane on average at the age of 19 when family stress (44%), cost (44%) and the pressure of getting the right presents (33%) all add up to a less than joyful Christmas with many of us (57%) preferring to sleep in than get up and celebrate.

Sandrine Rutter Marketing Manager said: “As we get older, it’s easy for the hustle and bustle to get in the way of a really enjoyable Christmas. Here at intu Potteries, we invite all our customers to come and play in our centre this festive season. As a national brand, intu offers a great mix of leisure facilities, coupled with longer seasonal opening hours and the very best mix of retail brands to make for a more successful and enjoyable shopping trip. 

So whether it’s a surprise treat from one of our Joy Scouts, a relaxing break in one of our many restaurants or cinemas, everyone can come and play at our centres and enjoy preparing for a fantastic Christmas.”

Children’s TV presenter and campaign celebrity spokesperson, Johnny Ball, commented: “Nine may be the ‘magic number’ when it comes to having the best Christmas ever but it’s wonderful to think there are perhaps two generations of Christmas joy – being kids and then rediscovering the Christmas Spirit as an adult.

As a parent and grandfather, I always love the idea of a fun, relaxing festive shopping trip that invites us all to step ‘intu’ the mind of a child and relive the magic of our childhood again and again.”

To view the Johnny Ball Christmas age video, please use this link.

Parenthood and having children that are old enough to enjoy Christmas is understandably a key driving factor to reigniting yuletide joy, with 82% of respondents who are parents saying that they experience the joy of Christmas through their children.

But even without children, the social playful aspects of being with friends and family (67%) and continuing with family traditions (49%) are the most important contributing factors to enjoying Christmas in adulthood, even more so than receiving Christmas gifts (43%) and wanting to believe in Father Christmas (13%).

Visit\christmas to find your nearest intu centre, details of what’s on and opening hours.

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