Expected Christmas footfall surge delayed by Black Friday

Expected Christmas footfall surge delayed by Black Friday
// Ipsos Retail Performance’s latest footfall figures have been released, covering Black Friday & first few weeks of December
// The surge expected for Christmas shoppers has been delayed by Black Friday
// This has resulted in a revised forecast from Ipsos – downwards by -1.4% to -6.1%.

The surge in shoppers expected to visit high streets over the over the Christmas period has been delayed by Black Friday, resulting in revised forecast of footfall for December.

The first week of the official reporting month, the week commencing November 24, saw shopper numbers swell by 20.9 per cent on the week prior thanks to the combination of Black Friday campaigns coinciding with pay day week.

The following week was somewhat quieter, down 3.1 per cent on the previous week, before falling again during the week commencing December 8.

READ MORE: Footfall down 5% as shoppers wait it out for final Christmas discounts

The figures has prompted Ipsos to revise its December-on-December forecast downwards by -1.4% to -6.1%.

As the UK retail industry heads to the final week before Christmas, footfall is slightly down against forecast, according to the latest Retail Traffic Index.

“Last week was something of a surprise following the first fortnight of the month which fell in line with predictions,” Ipsos Retail Performance retail intelligence director Dr Tim Denison said.

“Footfall decreased by 1.8 per cent week-on-week and by 10.6 per cent against the same week of last year.

“We would normally expect to see slight growth week-on-week in week three, before building again sharply to its crescendo on Super Saturday in the final full week before Christmas.”

Denison added: “We are not overly concerned at this point, but this is the week that really matters as it will shape the outcome of the Christmas campaign.

“Anything short of a 12.5 per cent lift in footfall against last week would signify a disappointing end to another difficult year for retailers.

“The jury is out where we will end up.”

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  1. Well, going out into the Bradford Broadway on my dinners over the past few days it has been rammed. The M&S was the busiest I’ve ever seen it.


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