The festive cheer came back to English Christmas shops with a bang as weekend crowds returned in droves, signaling a much-needed boost for the struggling retail sector. After a prolonged period of closure due to the pandemic, eager shoppers flocked to high streets and shopping centers, eager to show their support. However, the hustle and bustle of Christmas shopping was tempered by concerns over social distancing and the looming threat of the ongoing pandemic, resulting in lower footfall compared to previous years.
The reopening of stores saw a mix of joy and chaos unfold across the country. While some locations like Nottingham had to shut down Christmas markets permanently due to unmanageable crowds, others like Birmingham and Manchester were forced to cancel events altogether. The scenes outside Harrods in Knightsbridge were particularly frenzied, with overcrowding leading to arrests as shoppers attempted to enter the store.
Data from research firm Springboard revealed a 26% decrease in shopper numbers in England compared to last year, with a nationwide footfall decline of 30%. Nonetheless, the weekend following the easing of lockdown measures showed a promising increase of 40.3% in footfall, a positive sign for the industry.
Despite some areas experiencing congestion, central London remained quieter than anticipated in the run-up to Christmas. Retail parks emerged as a preferred choice for many shoppers, offering a safer and less crowded environment for browsing. The slight 1.3% decrease in footfall at retail parks compared to the previous year highlighted this trend.
Diane Wehrle, Marketing and Insights Director at Springboard, pointed out the signs of pent-up consumer demand and ‘lockdown fatigue’, with shoppers eager to return to the in-store shopping experience. Adapting to the ‘new normal’ of face masks and social distancing measures, consumers were keen to embrace the festive spirit of Christmas shopping despite the challenging circumstances.
For more information on how the retail sector is coping with the impact of the pandemic, check out this detailed report from the BBC. Additionally, to explore strategies for safe and enjoyable Christmas shopping during Covid-19, visit this guidance from the CDC.
