Edinburgh

Renowned for the world’s biggest art festival, Edinburgh has cultivated vibrant culture and leisure industries

With a substantial spend of £870m¹available, the city has one of the most extensive premium retail offerings outside of London – namely St James Quarter and Princes Street. These adjacent locations allow brands to target a diverse range of consumers, from locals to international tourists and visitors from the rest of the UK.

52% of the retail market consists of premium and luxury¹
32% are 18-34 year olds²
58% of the population show low TV consumption habits

Princes Street: Edinburgh’s main shopping thoroughfare, featuring major retailers and department stores, including H&M, Marks and Spencer and Levi’s.

George Street: Known for its upscale shops, luxury boutiques, and cafes such as All Saints, Whistles and Jigsaw.

St James Quarter: Covering 21% of Edinburgh’s retail with top brands⁴including John Lewis & Partners, Zara, Pandora, and Scotland’s first Duck & Waffle.

Edinburgh Fringe is the world’s largest arts festival. The festival runs for 3 weeks every August and attracts millions of visitors from around the globe, issuing over 2m tickets in 2023.⁵

People worldwide come to Edinburgh to participate in Hogmanay New Year celebrations, making it an international event featuring the iconic Hogmanay Street Party.

Edinburgh has numerous cultural institutions, such as the City Art Centre, Museum of Edinburgh and the Scottish Storytelling Centre, showcasing diverse exhibits and promoting local art.

¹ CACI data 2024: defined as anything above ‘Accessible Premium’

² 2021 England & Wales Census/2022 Scotland census (defined in Scotland as ’15-34’)

³ YouGov Profiles consumer database Jan 2024: defined as ‘Light’ or ‘Ultra-light’ TV hours watched

⁴ St James Quarter, February 2023

⁵ Edfringe.com, August 2023