A drab December capped a disappointing year for retail footfall, according to BRC-Sensormatic data.
The later timing of Black Friday in 2024 meant that it fell into December’s, rather than November’s, figures, while the reverse was true in 2023 – worsening November figures and improving the December figures.
Overall, total UK footfall in 2024 was down -2.2% compared to 2023. For the three months to December (the Golden Quarter), footfall decreased by 2.5% YoY.
Total UK footfall decreased by -2.2% in December YoY, up from -4.5% in November. High street footfall decreased by -2.7% YoY, up from -3.7% in November. Retail park footfall unchanged at 0.0%, up from -1.1% in November. Shopping centre footfall decreased by -3.3% in December YoY, up from -6.1% in November.
Footfall decreased YoY for all four nations, with Scotland falling by -1.5%, England by -2.1%, Wales by -2.6%, and Northern Ireland experiencing the biggest decline at -5.8%.
Helen Dickinson, chief executive of the British Retail Consortium (BRC), says: “A drab December, which saw fewer shoppers in all locations, capped a disappointing year for UK retail footfall. This means 2024 is the second year in a row where footfall has been in decline.
"High streets and shopping centres were hit particularly hard throughout the year as people veered towards retail parks to take advantage of free parking and the variety of larger stores. Even the Golden Quarter, typically the peak of shopping activity, provided little relief, with footfall down over the period. While the Black Friday weekend delivered more promising results, they were overshadowed by a lacklustre festive season.
“Shopping habits have been changing fast and customers are increasingly looking for more experiential shopping, as well as a variety of cafes, services and things to do. Unfortunately, investment in town centres and high streets is held back by our outdated business rates system, which penalises town and city centes.
"The Government’s proposals to reform business rates may ease the burden for some retailers, but it is vital that, ultimately, no shop ends up paying more in rates than before. With retailers facing £7b in additional costs this year from increased tax and regulations, the changes to the business rates system must be made in way that supports retail investment and growth in the years ahead.”
Andy Sumpter, retail consultant EMEA for Sensormatic, adds: “While December saw some flurries of festive footfall around a few key trading days, overall the picture was filled with much less sparkle as shopper traffic remained subdued in what should have been the highlight of the Golden Quarter.
"While store visits did build ahead of Christmas, it was never quite enough to reverse the shopper count deficit against last year. As footfall limped towards the festive finish line, December's lacklustre performance compounds a disappointing end to 2024, marking the second consecutive year of declining store traffic.
"Retailers will now need to look afresh to 2025 and chart a course to adopt innovative strategies to reverse this trend or maximise the sales potential of fewer visitors, finding new ways to make each store visit count.”
