A Christmas Peril

Dec 20, 2012, 12:03 ET from Littlewoods.com

LONDON, December 20, 2012 /PRNewswire/ --

- WARNING! More injuries caused shopping on 22nd December than any other day -

- Hitting the high street more dangerous than Skydiving

Millions of mums running the high street gauntlet this festive season will find it's not just their wallets taking big hits, but their bodies too. That's according to new research from Littlewoods.com[1], which today reveals how the average mum is actually 10 times more likely to be injured whilst out Christmas shopping than she is skydiving[2]!

The figures reveal how during annual Christmas shopping sprees, the average mum will pick up an average 12 physical injuries before getting home - including bruises, sores, sprains and even broken bones.

What's more, according to the results of the research, at no time is the high street more dangerous each year than on December 22nd, when millions descend on shops and pavements all over the UK frantically searching for last minute gifts, meaning if you want an injury free Christmas, there's no safer place to shop than the comfort of your own home!


1. Blisters, sores and swollen feet from standing up too long or wearing inappropriate shoes (32% of mums in the UK injured)

2. Straining wrist from holding too many bags (25% of mums in the UK injured)

3. Tripping over another shopper, buggy or trolley (23% of mums in the UK injured)

4. Bruises from aggressive shoppers pushing and shoving (22% of mums in the UK injured)

5. Accidentally spraying perfume into eyes (21% of mums in the UK injured)

6. Broken toes from being run over by trolleys and cars (15% of mums in the UK injured)

With all of this bruising and battering it's no surprise that mums find themselves in a terrible mood throughout the Christmas shop, with many admitting they'll unintentionally vent their pains and frustrations on their nearest and dearest (40%), complete strangers (20%) and unsuspecting shop assistants (14%).

Unfortunately, it gets worse. Clearly fatigued by the psychological and physical punishment of the high street, one in six (15%) weary mums admits they have even had a minor scrape in their car while trying to hurriedly escape from a shopping centre car park.

In a bid to help shoppers across the UK minimise Christmas injuries, Littlewoods.com has worked with safety experts to devise the T.R.I.P (Threats, Risks, and Injuries Predictor) analysis: a tool highlighting the high street locations where risk of injury is most severe.


        LOCATION                       TYPICAL INJURY                   FACTOR
      Supermarket       Feet run over by other shoppers' overloaded
         aisles                           trolleys                       9.8
      On the high    Getting barged out of the way or tripped up other
         street                         by shoppers                      9.0
                     Hit by falling shops displays/bulky items on high
      In the shops                  shelves, heavy bags                  8.7
    Multi-storey car
          park          Clipped by another driver's door/wing mirror     7.4
     Ladies toilets     Slipping on the wet floor of a busy washroom     6.3
                      Spilling hot drinks on self/others during hustle
         Cafes                           and bustle                      5.8
       Escalators             Tripping over trying to rush up            2.1

Gary Kibble, Brand Director at Littlewoods.com  commented on the research findings, "We all know how stressful the Christmas shop can be, but who knew the high-street was such a dangerous place for mums during festive season? At Littlewoods.com we want our customers to enjoy a Christmas shopping experience that's easy, convenient and of course injury-free! And there's no safer place to shop than online and in the comfort of your own home."

Notes to Editors:

1 Research carried out on behalf of Littlewoods.com by One Poll; December 2012.

2 Research carried out by The British Parachute Association; Stats from October 2012 that state the injury rate is about 1.2 injuries/1000jumps (about 1 injury per 800 jumps) and varies only a little by gender (slightly higher risk for women).

SOURCE Littlewoods.com