Europe's Busiest Shopping Street Is A Tourist Trap To Avoid (And Where To Go Instead)

Paris, New York City, Milan, Los Angeles, and London all have one thing in common — they're absolutely iconic when it comes to cutting-edge fashion and incredible shopping. Fashion-forward travelers from around the world flock to these lively metropolises in search of the newest trends, unique designs, and vintage treasures. Shopping is one of the most exciting parts of visiting a new city for many tourists, and according to YouGov, a global public opinion and data company, one in five leisure travelers around the globe, plan their trips with shopping as the primary goal.

Out of all the cities tempting stylish shoppers, London remains one of the most popular. Oxford Street, located in London's West End, is considered one of the busiest shopping streets in Europe. Over half a million people flock there daily. Stretching nearly a mile and a half in length, Oxford Street is home to over 300 shops. While Oxford Street remains one of the world's most popular destinations, many of the stores you'll find there are global fast-fashion chains, like H&M and Zara — the same brands you'll find in almost any city. Expect department stores, expensive designer brands, and plenty of kitschy tourist shops, too. The street is packed with other shoppers, so finding something one-of-a-kind to add to your collection isn't easy. If you're looking to experience the heart and soul of London's fashion scene, avoid this tourist trap. Plenty of amazing shopping awaits throughout the city, beckoning travelers in search of a little retail therapy.

Strolling through an adorable London neighborhood is a quintessential part of a fun trip to London, so head straight to Marylebone High Street, located in the heart of central London not far from Oxford Street. Marylebone High Street is lined with historic buildings with plenty of green spaces where you can take a seat on a bench and people watch when your arms need a break from carrying all of those shopping bags. There are quaint cafés and tasty restaurants to take breaks, as well. You'll find an excellent variety of shops ranging from well-known brands to independently owned shops. Expect fashionable clothing, high-quality leather bags, bespoke perfumes, and one of the most beautiful bookshops you'll ever see (Daunt Books).

Alternatively, head to Knightsbridge for high-end designers and splurge-worthy finds. Two of London's most iconic department stores, Harrods and Havey Nichols, are located in the area. Harvey Nichols features some amazing boutique designers. You'll also find locations for many of the big names in designer fashion.

King's Road in Chelsea is another excellent destination for luxury shoppers. It used to be the King's private street, but now it's lined with over a hundred shops and art galleries. King's Road has always been synonymous with style — it's where the iconic designer Vivienne Westwood opened her first shop in 1971. Now shoppers can enjoy browsing well-known fashion brands alongside up-and-coming British and international designers.

Fashion lovers looking for one-of-a-kind finds will adore London's vintage shopping scene. Shopping vintage is one way to ensure that you can really curate your personal style with unique pieces that no one else has. Plus, it's usually more affordable and more environmentally sustainable than shopping fast-fashion brands. If you're obsessed with vintage fashion, London is probably one of the best places for vintage shopping in the entire world. You can find treasures from all eras, at all price points.

Portobello Road is one of the most famous places in the world for vintage shopping, and unlike Oxford Street, it lives up the hype. You'll see other tourists, but you'll also see plenty of Londoners hunting for a perfect item to add to their wardrobe. The best time to visit is during the weekend markets. Get there early for the best finds, and if you're an enthusiast, be prepared to shop until you drop.

Brick Lane in East London is a great spot to score vintage if you're on a tight budget. It was once a slum, but now the cobblestone streets are surrounded by some of the city's coolest shops. Don't miss Brick Lane Vintage Market. Camden Market is another incredible spot for used, new, and vintage clothing and accessories. You'll find wild handmade shoes, clean beauty and make-up products, dainty jewelry, and vintage clothing scattered among food and grocery stalls.