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Customer Behaviour

Retail intelligence experts Springboard today announced that the post-Christmas shopping period saw footfall drop by an average of -4% from the 26 December to 1 January. Following a lacklustre two weeks in the lead up to Christmas, retailers were hoping for a bounce back in footfall to bricks and mortar stores and destinations post-Christmas, however footfall declined on all but one day between Boxing Day and New Year’s Day.

It was the 30 December which saw footfall increase across all destinations by 11.1%, however this result is not to be misinterpreted, the rise is likely to be from the day falling on a Monday versus a Sunday in 2018, allowing longer trading hours for shoppers to make the most of the post-Christmas discounts. The most modest decline in footfall was on the 27 December which performed better than Boxing Day itself with a drop in footfall from 27 December 2018 of just -2.3% versus -8.6% on Boxing Day. Retail intelligence experts Springboard recognise that it is now the 27 and 28 December which are key shopping dates, where footfall on each of these days was +7% greater than on Boxing Day highlighting the continuing diminish in influence as a key trading day in the retail calendar.

Diane Wehrle, Insights Director at Springboard commented: “Post 5pm on Boxing Day, footfall declined by less than over the 24 hours, suggesting that consumers are increasingly using Boxing Day primarily for leisure purposes, going out to eat or to the cinema, but possibly combining this with a visit to retail stores rather than shopping being the main focus of the trip.”

Year on year % change from same date in 2018
  26th Dec 27th Dec 28th Dec 29th Dec 30th Dec 31st Dec 1st Jan
Thurs 26th Dec 2019 vs Wed 26th Dec 2018 Fri 27th Dec 2019 vs Thurs 27th Dec 2018 Sat 28th Dec 2019 vs Fri 28th Dec 2018 Sun 29th Dec 2019 vs Sat 29th Dec 2018 Mon 30th Dec 2019 vs Sun 30th Dec 2018 Tue 31st Dec 2019 vs Wed 31st Dec 2018 Wed 1st Jan 2020 vs Thurs 1st Jan 2019
High Streets -11.3% -3.6% -4.7% -15.4% 9.3% -7.4% -5.1%
Retail Parks -4.2% 0.2% -4.1% -14.6% 12.7% -1.7% -2.6%
Shopping Centres -7.4% -2.0% -4.0% -18.3% 13.3% -4.8% -4.8%
All UK Destinations -8.6% -2.3% -4.4% -16.0% 11.1% -5.4% -4.4%

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