McArthurGlen Designer Outlet Swindon is braced for a Christmas Eve 'Man Dash'.
Regional insights on male shopper habits and trends show that Christmas Eve is traditionally seen as the day in which men do their last minute Christmas shopping.
McArthurGlen Swindon is predicting a surge in sales from men partaking in the annual 'man dash' this year.
Centre shops expect fragrance, lingerie, beauty and jewellery to be the biggest sellers on the day, with purchases from premium brands such as Kurt Geiger, Ted Baker and Fossil likely to be popular among shoppers.
Tina Cumpstey, centre manager at McArthurGlen Designer Outlet Swindon, said: “We look forward to welcoming visitors as they enjoy the last shopping day before Christmas.
"The centre offers an extensive range of gifts and with over 90 high street and premium, there’s something to suit any budget.”
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