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Even in hard times, this is the stage of the year when retailers literally throw caution to the wind , no matter how Arctic it is, opening their doors - wide open in most cases - and crank up the heating. Throw extra lights into the equation and extended opening hours, and you have exceptionally heavy business electricity consumption for the entire Christmas season. Little surprise then why high street retailers make up one the busiest industry sectors when it comes to switching business electricity and commercial gas contracts.
However there's a little known fact about turning up the heat in a bid to attract shoppers. According to Professor Ken Parsons, who heads up Loughborough University's Human Thermal Environments Laboratory, it's all to do with 'Thermal Pleasure'. Here's what he told us when we asked for his take on why shops are so hot:
"Why do the shops maintain high temperatures in the winter? It may be because the workers wish to wear light fashionable clothing. It may also be to provide what is called 'thermal pleasure' to customers. Thermal pleasure is a transient phenomenon felt when a person moves into a cold environment when too hot or into a warm environment when too cold. In the winter the first impression for the shopper who may be generally cold or have cold skin on the hands and face for example , will be the pleasure of moving to a warm and hence welcoming environment. After twenty minutes or so, this affect will wear off and unless clothing is reduced the customer may well become unpleasantly hot and even sticky. Moving out into the cold will then be a pleasure."
So to find out for ourselves which retailers are prepared to offer their customers the most Thermal Pleasure, we went shopping armed not with wallets but with thermometers. We took our heat probes to every single shop along on London's Oxford Street and discovered that they were all, without exception, warmer than the ideal ambient shopping temperature of 18掳C as recommended by the Chartered Institute for Building Services Engineers. The average temperature was 23.6掳C , with the hottest a sweltering 27.2掳C recorded in TopShop's flagship 90,000sq ft store at Oxford Circus. Just six shops out of more than 100 had their doors closed. No wonder London is always two degrees warmer than everywhere else in the UK on the weather maps.
But not everyone finds pleasure in such public displays of heavy energy consumption. In Paris, the aptly-named City of Lights, environmentalist activists have hit on a way to turn .