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.”