Christmas Eve shopper numbers down on last year
The UK National Preliminary figures showed that the number of shoppers were down year-on-year by -4.3% for Christmas Eve versus Christmas Eve last year.
Although Christmas Eve was slightly quieter this year on the high street and in the shopping centres compared to Christmas Eve last year. The timing of Christmas Day this year has allowed three full ‘proper’ shopping days this week, versus one last year, although it has still been one of the busiest shopping days this year since the rush started on Monday 22nd December, suggesting that the traditional slow down pattern of shoppers on Christmas Eve to spend time travelling and enjoying the festivities with friends and family is changing.
Despite government attempts to boost consumer spending, high street retailing is changing, as shoppers grow to be more comfortable with shopping last minute and using multiple channels to fulfil their needs. This, coupled with the highly challenging economic and consumer confidence environment experienced throughout this hugely important third quarter, has seen some high profile retailers forced into administration, with zavvi becoming the latest high street sufferer following Whittard and Officers Club. In response to this environment, Retailers discounted heavily prior to Christmas to maintain share and trading volumes; for consumers, this has created an unprecedented ‘buyers market’ which still for many has not been sufficient to offset concerns about their personal situation. It will be interesting to see whether post Christmas ‘SALE’ activity will impact their shopping behaviour, with many stores open for trading from the early hours of Boxing Day.
