“Super Saturday” footfall drops 10.3%

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Footfall Super Saturday ShopperTrak
In total, UK footfall for the year saw a 0.2% uplift against the same period in 2018
// Footfall on December 21 fell 10.3%
// Despite the decline, it was a 0.2% uplift against the same period in 2018
// The decline came as a result of early discounting from Black Friday and pre-Christmas deals

Footfall on December 21, otherwise known as “Super Saturday” declined by 10.3 per cent across the UK high streets, according to new findings.

The decline came as a result of early discounting from Black Friday and pre-Christmas deals, which started as early as mid-November, meaning many shoppers may have already made the most of the deals, footfall retail intelligence company ShopperTrak reported.

In total, UK footfall for the year saw a 0.2 per cent uplift against the same period in 2018.


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“With Black Friday – which saw footfall rise six per cent year-on-year this year – and Christmas discounting starting as early as mid-November for some retailers, many shoppers may already have bought Christmas gifts”, ShopperTrak global general manager Nick Pompa said.

“As the last online order deadlines hit this weekend, we expect to see shoppers switching from clicks to bricks and opt to hit the high street to finish off their Christmas shopping.

“Momentum is expected to continue as we head towards the big day, with many shoppers also taking advantage of later click-and-collect deadlines now being offered by retailers, with some even offering to fulfil click-and-collect orders on Christmas Eve itself.

“By understanding and acting upon insight from shopper traffic trends, retailers can optimise scheduling decisions, merchandising, inventory fulfilment and even loss prevention awareness to help maximise sales opportunities presented during the busiest days of peak trading.”

Moreover, research firm Ipsos also found that the number of shoppers buying gifts on December 21 slid 6.2 per cent against the equivalent Saturday last year.

Meanwhile, retail researcher Springboard reported a 7.6 per cent slump against the equivalent Saturday in 2018.

Ipsos said that footfall on Super Saturday was up 5.5 per cent against the previous Saturday, with a particular rise in footfall at department stores.

It said jewellers were also popular with last-minute Christmas shoppers, as they reported an 18 per cent increase in footfall against the Saturday a week earlier.

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