Black Friday fails to boost UK footfall as festive shopping habits change

Total UK footfall decreased by 15.7% in November (Yo2Y), with a two percentage point decrease from October, according to research from the BRC and Sensormatic Solutions. This is below the three-month average decline of 15.5%.

It seems that the harsh November weather deterred some customers from shopping in-store.

While footfall over the Black Friday weekend failed to match its 2019 levels, this year saw deals spread over the entire month, allowing customers to bargain hunt over a prolonged period.

Nevertheless, this month’s footfall was still comparatively strong at the second highest figure for this year, only second to October. London also started to catch up with other major cities as the Christmas lights and markets kicked off the festive season, whilst Northern Ireland consumers benefitted from the high street voucher system.

With no #Covid19UK lockdown yet enacted this autumn, online retail sales for #BlackFriday were down -14.3% year-on-year, according to the @imrgupdate @Capgemini Online Retail Index #ecommerce #onlineshopping #BlackFriday2021 https://t.co/cmiGeDj7em
— Retail Technology Innovation Hub (@RTIH_RetailTech) December 1, 2021

“With new legal requirements on face coverings now in force in England, we ask shoppers to be considerate of one another and wear a face covering when in-store,” says Helen Dickinson, Chief Executive at British Retail Consortium.

“Retailers are playing their part by encouraging face coverings through store signage and other announcements. However, it is vital these new rules do not put shop workers in harm’s way and enforcement of face coverings must remain the duty of police and local authorities.”

“Retailers are doing everything they can to satisfy their customers, prioritising the food and other products necessary for everyone to make the most of the festive season.”

Andy Sumpter, Retail Consultant EMEA for Sensormatic Solutions, comments: “It’s worth remembering that this is only the second time in the whole of 2021 that we’ve seen a monthly slowdown in the high street’s recovery, as consumer confidence continues to grow and the resurgence in bricks and mortar builds back, slowly but steadily.”

“Usually, in November we’d expect to see a boost to the high street due to Black Friday, which traditionally marks the start of Christmas spending. “

“However, whilst we saw footfall rise by a third (+35%) week-on-week, shopper numbers on Black Friday were still down on pre-pandemic levels by about a fifth, which maybe down to polarised flux in Christmas shopping behaviours we’re witnessing.”

He concludes: “Those who have bought early in a bid to avoid crowds and minimise risks of supply chain disruption have shopped even earlier this year, contributing to October’s boost and November’s lull.”

“Meanwhile we still expect to see those ‘last minute’ shoppers hitting the high streets in December.”

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