The number of in-person Christmas Eve shoppers has remained significantly lower compared to previous years, with a decline of at least a third from 2019 numbers. Data from industry analyst MRI Software revealed that footfall across all UK retail destinations up until 5pm on Sunday was 6.8% lower than the previous week and a staggering 20.6% lower than December 24, 2022. Experts attributed this decline to various factors, including Sunday trading hours and the ongoing cost of living crisis.
Jenni Matthews, head of marketing and insights at MRI Software, highlighted the diminishing footfall throughout the day on Christmas Eve, explaining that footfall levels remained persistently lower than 2019 figures. She pointed out that the implementation of Sunday trading hours limited retail trade on that particular day and attributed the decline to the cost of living crisis that many individuals have faced throughout the year. According to Matthews, consumers adapted by spreading out their Christmas shopping and starting earlier.
Analyzing footfall levels across different destination types, MRI Software revealed some interesting trends. On Christmas Eve, retail parks experienced a 6.7% increase in footfall compared to the previous week, while high streets and shopping centers saw a drop of 14.8% and 3.0% respectively. Annually, all three types of retail destinations suffered a decline in footfall, with retail parks, high streets, and shopping centers experiencing decreases of 14.8%, 20.4%, and 26.6% respectively.
The peak footfall levels throughout the week leading up to Christmas Eve were observed on Wednesday, Thursday, and Friday, with increases of 17%, 18.9%, and 18.7% respectively. These surges were attributed to the anticipation of the upcoming holiday and the rush of last-minute shoppers getting ready for the Christmas festivities.
The significant drop in Christmas Eve footfall compared to previous years highlights the ongoing challenges faced by retailers, particularly with the impact of Sunday trading hours and the strains of the cost of living crisis. As the retail landscape continues to evolve, it remains to be seen how retailers will adapt to these changing circumstances in the years to come.
In conclusion, the number of in-person Christmas Eve shoppers remained significantly lower than in previous years, with footfall down at least a third from 2019. Factors such as Sunday trading hours and the cost of living crisis contributed to this decline. While retail parks saw a slight increase in footfall, high streets and shopping centers experienced drops. The peak footfall was observed earlier in the week, signaling a shift in consumer behavior. Retailers face ongoing challenges as they navigate these changing circumstances.
