Super Saturday, which occurred on December 17, surpassed expectations and brought good news for the retail sector in the UK. Despite a rail strike and unfavorable weather conditions, footfall in retail stores saw a significant increase compared to the previous year. Data from New West End Company’s Sensormatic Solutions, a global footfall measurement company, revealed that retail footfall in the UK rose by 15% on the same day in 2021. This also marked a 7% improvement from the previous week.
One interesting observation is that high streets performed exceptionally well, with footfall increasing by 18.5%. Major shopping destinations like London, Manchester, Cardiff, and Edinburgh also experienced notable increases in footfall, despite the challenges posed by the rail strikes. Even Nottingham, among the UK cities, saw a remarkable surge of 25.8% in footfall compared to the previous year.
The timing of Super Saturday, just eight days before Christmas Day, contributed to the strong turnout of in-person shoppers. Initially, there were concerns that the rail strikes would deter people from traveling to retail hubs. However, the postal strikes and potential disruptions to rail freight may have had the opposite effect. With many retailers adjusting their online ordering cut-off dates to ensure pre-Christmas delivery, consumers have felt a sense of urgency to visit physical stores. Retailers themselves have also urged customers to make in-store purchases to secure the desired products.
Andy Sumpter, EMEA Retail Consultant at Sensormatic Solutions, recognized that the industrial action has impacted online deliveries. Consequently, shoppers have taken matters into their own hands by venturing out to high streets for their Christmas shopping.
This positive outcome on Super Saturday offers a glimmer of hope for UK retailers, who have contended with substantial challenges throughout the pandemic. The increase in footfall indicates that consumers still have a strong desire to shop, particularly when potential delivery disruptions arise. As the holiday season progresses, retailers will closely monitor these trends and adapt their strategies accordingly.
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