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High Street

Black Friday delays Christmas footfall surge

Black Friday has delayed the expected Christmas footfall surge according to Ipsos Retail Performance, leading to the forecasted footfall for the month being revised by -1.4%.

The first week of the official reporting month (w/c 24 November) saw shopper numbers swell by 20.9% on the week before thanks to the combination of Black Friday campaigns coinciding with pay day week.

However, the following week (w/c 1 December), was found to be quieter, down -3.1% on the previous week, before falling again over the week commencing 8 December.

As a result, Ipsos has revised its December-on-December forecast downwards to -6.1% year-on-year.

Commenting on the latest figures, Dr. Tim Denison, director of retail intelligence at Ipsos Retail Performance said: “Last week (w/c 8 December) was something of a surprise following the first fortnight of the month which fell in line with predictions.

Footfall decreased by -1.8% week-on-week and by -10.6% against the same week last year. We would normally expect to see slight growth week-on-week in Week 3, before building again sharply to its crescendo on Super Saturday in the final full week before Christmas.”

He added: “We are not overly concerned at this point, but this is the week that really matters as it will shape the outcome of the Christmas campaign. Anything short of a 12.5% lift in footfall against last week would signify a disappointing end to another difficult year for retailers. The jury is out where we will end up.”

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