Forget ‘road-rage’, a new study has revealed that UK shoppers should prepare themselves this week for ‘slowed-rage’ – the frustration they feel when faced with slow walkers.Masterpass_Fastlane_infographic_FullLength_BLACK

As shops gear up for one of the busiest weekends in the retail calendar, new research for Masterpass – the simple, convenient, trusted digital wallet for safer, faster shopping – has found that slow walking by others is a grievance for 84% of shoppers.

The average walking speed is 2.85mph but this is set to decrease by 21%* during the Christmas period as shoppers spend more time browsing, resulting in a reduction in the number of gifts we’re able to purchase in one shopping trip by one and a half items.

The ‘slowed-rage’ epidemic is most prevalent in London, where four out of five people (80%) – more than any other region – admitted to having experienced the frustration.

In the run up to Black Friday, Mastercard has teamed up with intu, owner of many of the UK’s largest and most popular retail and leisure destinations, to trial a Masterpass ‘Click and Collect’ Fast Lane.

As Brits approach the 6-hour and 42-minute hunt for key gifts**, research shows they’ll encounter four groups of shoppers – Skaters, Dodgers, Bull-dozers and Tutters.

  • Skaters – Almost a third (31%) of us try and elegantly manoeuvre our way through a crowd, gracefully and politely avoiding those in our path
  • Dodgers – 51% of us have moved paths to avoid slow walkers with 39% moving themselves out of the way, carving their own fast lane
  • Bulldozers – 11% of us have driven our way through crowds to get what we need
  • Tutters – 15% of us will merely grumble loudly – unhappy about our situation

intu Lakeside is the first retail destination to install the 200-metre Masterpass lane for the week running up to Black Friday, encouraging shoppers of all paces – whether rollers or strollers – to walk its festive halls this Christmas. The fast lane allows the quickest of shoppers to masterfully pass through the centre, picking up shopping at speed providing extra time to spend enjoying the food and entertainment on offer.

The lane should aid the quarter of Brits (27%) who have missed a bus and the 13% of us who have reached our shopping destinations late and after closing hours due to others.

Elliott Goldenberg, Head of Masterpass at Mastercard said 

“All the retailers we work with are refining their business models to meet the needs of today’s shopper. Our spending data shows a real change in buying behaviour as people continue to blend both online shopping and visiting stores for gifts. What technology gives them is speed and convenience, but they really want to see that experience reflected on the high street. 

“intu Lakeside is a great example of how retailers are adapting to these needs, and catering to a much broader range of shopper preferences. Some might like to make shopping a social occasion, some want to just click and collect and others might want to browse before buying online.”

Kate Nightingale, Founder and CEO, Style Psychology and consumer behaviour expert said: “We live in a ‘fast culture’ where everything that’s done fast and in a more efficient manner is better. People feel the need to reply instantly to emails and are asked to deliver work in a previously unimaginable speed. It is therefore no surprise that they might have similar demands of others, walking fast and using precious time efficiently being just some of them. Further sense of urgency created by limited time offers from retailers increases the need to speed along and powers up the already high levels of competition between shoppers.

On the other hand, there is a growing popularity of ‘slow movement’, e.g. slow fashion, slow food and even slow design. As people pay more attention to their well-being, slowing down and being mindful are just some of the results.

It is a great idea from Mastercard and Lakeside to introduce a click and collect fast lane so that everyone can enjoy their Christmas shopping the way they want to.”

 Trevor Pereira, Commercial and Digital Director at Intu said“Black Friday for some of our customers is the start of their Christmas shopping and our job is to make their shopping experience as pleasurable as possible. For some people that might be being able to quickly and easily pick up their ‘Click and Collect’ items, allowing them to spend the rest of their day browsing for inspiration, grabbing a bite to eat with friends or watching the latest blockbuster.”

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For more details, please contact Talker Tailor Trouble Maker on 0203 858 0022 or email Leigh-Anne Leonce on

All spokespersons available for interview and further commentary

Notes to Editors:

  • * average of all the decreased speeds from Trafford to Lakeside measured across peak shopping hours. One of the main reasons for the reduction -other shoppers failing to walk at a reasonable speed
  • **the average time and gift numbers taken from the survey results
  • Survey completed by 2,068 people (Censuswide)
  • Mastercard’s Masterpass fast lane arrives in intu Lakeside today (Tuesday 21st November)


Slowed-ragers(most to least affected) % who get annoyed
London 89%
West Midlands 87%
North East 86%
East of England 86%
South East 86%


Slowers and goers(slowest to fastest) Mph(average shopping speed)
Scotland 2.77
North East 2.78
East of England 2.78
Northern Ireland 2.79
Wales 2.84
South West 2.85
East Midlands 2.85
Yorkshire & the Humber London 2.87
London 2.87
North West 2.9
South East 2.92



About Mastercard

Mastercard (NYSE: MA),, is a technology company in the global payments industry.  We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories.  Mastercard products and solutions make everyday commerce activities – such as shopping, travelling, running a business and managing finances – easier, more secure and more efficient for everyone.  Follow us on Twitter @MastercardUKBiz, join the discussion on the Beyond the Transaction Blog and subscribe for the latest news on the Engagement Bureau.


About Masterpass

Masterpass is Mastercard’s digital payment service. It stores customers’ payment information, including card details from Mastercard and those from other payment networks, together with billing and delivery details, all in one convenient and secure place. All a user needs to do is click on the Masterpass button at checkout, sign into their account, and select which of their securely stored payment accounts and delivery addresses they wish to use. Typing in 16 digit account numbers and address details is a thing of the past at any shop that accepts Masterpass.