BIRDS of a feather flock together, and so do Scotland’s festive shoppers, according to a new study.

Intu Braehead asked 2,000 shoppers across the UK about their Christmas shopping behaviour, in order to better understand its customers.

Based on these habits researchers have identified seven distinct shopping groups at intu Braehead from the bargain hunter “hawks” to the over-excited “peacocks” that Scots customers fall into:

1. The Bargain Hunter – the Hawk keeps a beady eye open for a bargain. With amazing hawk-like vision, they’re always looking out for the biggest deals and will be up bright and early to tackle the sales. They aren’t afraid to swoop down and grab that great deal before anyone else, and will often stockpile gifts well ahead of time if the price is right.

2. The Wise Shopper - the Owl - is well planned, thoughtful and one step ahead of the Christmas flap. They probably started shopping for this Christmas in May, and have an itemised list of who they need to buy for and what to get them - and you’re guaranteed to receive the perfect gift from them.

3. The Over Excited Shopper – the Peacock - cannot contain their excitement, drowning their house in decorations as soon as there’s a whiff of Christmas in the shops. They love Christmas shopping and festive events - anything shiny will attract their attention, from Christmas baubles to sparkly shoes.

4. The Window Shopper – the Swan - glides from shop to shop, taking their time browsing hundreds of stores or trawling online for the most thoughtful and perfect gift idea. They take inspiration from window displays and will spend time looking at what’s on offer. Graceful and elegant, they’re never in a rush to get anywhere and aren’t easily flustered.

5. The Last Minute Panic Shopper - the Chicken - is always in a rush running around in a hurry because their Christmas shopping has been left until the last minute. They run from shop to shop with a long daunting list of names to buy for.

6. The Me Me Me Shopper - the Flamingo - Absolutely loves Christmas shopping and treating themselves, whilst always looking fabulous of course. Colourful, and flamboyant, with their head held high, the shopping centre is their catwalk. A day’s shopping isn’t complete without a delicious lunch and something fizzy with the girls.

7. The Big Day Out Shopper – the Duck - strolls with their brood in tow, looking for fun, festive distractions to keep the kids entertained. The Big Day out Shopper tries to have a happy smile for everyone, and enjoys nesting with their family in a restaurant, with everyone tucking into some Christmas treats, before visiting Santa’s grotto.

Most shoppers identified with the bargain hunter “hawk” (42 per cent) or with the wise shopper “owl” (35 per cent), with one in ten shoppers starting their Christmas shopping by August.

Over a fifth of shoppers (21 per cent) said that buying presents helps them get in the mood for Christmas, and the number of over-excited shoppers – “peacocks” doubles in the run up to Christmas, compared to the rest of the year.

Marketing manager for intu Braehead, Christine Macdonald said: “When it comes to shopping, we know Scots customers have their own methods, rituals or habits, and by understanding these we’re able to provide our customers with the very best experience, ensuring everyone leaves intu Braehead with a smile on their face. When it comes to Christmas shopping, these characteristics are often amplified, however you shop, and whatever kind of shopper you are, we have something for everyone.”

The survey also identified that consumers enjoy the festive, social element when it comes to Christmas shopping, with the top three things people love about it being:

1. Getting in the mood with lights, music and decorations in the shops

2. Choosing a perfect gift for a loved one

3. Shopping for all the festive food

For more information visit www.intu.co.uk/braehead