- Huw Hughes
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Black Friday footfall in the UK increased by 6 percent compared to Black
Friday 2018, defying prior warnings that footfall would drop and despite a
backdrop of Brexit uncertainty and an imminent general election.
On the Saturday and Sunday of the weekend, high street footfall was also
up 6.8 percent and 2.9 percent respectively, according to foot traffic
analysis company ShopperTrak. Overall footfall for the year is 0.2 percent
higher than the same period in 2018.
The report suggests that the shopping event is increasingly important
for driving in-store footfall, as retailers continue to extend their
in-store promotion strategies, with some starting as early as
mid-November.
Nick Pompa, global general manager at ShopperTrak, said in a statement:
“We know that shoppers are in the driving seat now on how, when and where
they shop, but our data shows that Black Friday still ranks as a key day
for bricks-and-mortar. Our data helps retailers kick start their peak
trading strategies and maximise their returns.”
Pompa continued: “Progressive retailers, who have actionable insights
into traffic data and can overlay it with other key metrics, including
inventory, and can leverage this information to optimise customer service
during this critical trading period. This strategy helps ensure that
customers’ high expectations are met, as shopper traffic increases
throughout the peak trading season. Prioritising in-store customer
experience can help retailers effectively drive sales, customer retention
and brand loyalty.
Photo credit: FashionUnited
