According to the British Retail Consortium (BRC), the initial report of December’s retail footfall numbers in the UK was not as positive as previously stated. Despite MRI Software’s more optimistic report earlier in the week, data from BRC-Sensormatic IQ revealed a 5% year-on-year decline in overall footfall for the five weeks leading up to 30 December. This decline can be attributed to the wet weather experienced throughout one of the wettest Decembers on record, which dampened shopper enthusiasm during the crucial Christmas trading period. In fact, high street footfall dropped by 4.2%, retail park visits were down 4.8%, and shopping center footfall took the hardest hit with a 7.4% decrease in December.
When looking at specific regions, Scotland had the smallest year-on-year drop in footfall at -2.2%, followed by Northern Ireland (-4.7%), England (-5.8%), and Wales (-5.8%). Helen Dickinson, Chief Executive of the BRC, acknowledged that heavy rain in December discouraged many shoppers from going out and instead led them to browse or shop exclusively online. She also noted that cities like Edinburgh experienced an increase in footfall due to investments in new shopping destinations. Andy Sumpter, Retail Consultant EMEA for Sensormatic Solutions, highlighted occasional increases in footfall on discounting days like Boxing Day, but expressed disappointment in the overall downward trend in store visits throughout December. He remains hopeful that demand will improve as inflation eases and the impact of the spending squeeze on disposable incomes lessens.
Overall, the data clearly indicates that the rainy weather had a significant impact on footfall during the crucial Christmas shopping season. While some regions performed better than others, the UK as a whole experienced a decline in footfall compared to the previous year. Retailers will now be eagerly seeking improved demand as inflation eases and consumer spending regains momentum.
To learn more about the impact of weather on retail footfall, click here. For information on strategies to improve footfall in retail stores, click here.
