Boxing Day footfall drop ‘signals a return to falling pre-pandemic levels’

The fall in the number of people going to stores during the Boxing Day sales signals a return to declining pre-pandemic levels, an analyst said.

Boxing Day footfall for shoppers was down 7.9% compared to last year across all UK retail destinations up to 5pm, according to MRI Software’s OnLocation footfall index .

However, this year’s data was compared to an unusual increase in attendance as 2023 was the first “real Christmas” period without restrictions linked to the Covid-19 pandemic, an analyst at the technology company said. retail.

It revealed £4.6 billion would be spent in total on festive sales.

Before the pandemic, the number of shoppers on the streets on Boxing Day decreased year on year. The last increase recorded by the IRM dates back to 2015.

Jenni Matthews, marketing and insights director at MRI Software, told the PA news agency: “We have to bear in mind that (last year) was our first real Christmas without any restrictions or limitations (Covid -19).

“The numbers show that things have stabilized, we are almost back to what we were seeing before the pandemic.”

There were year-on-year declines in attendance of between 5% and 12% before Covid-19 restrictions, she said.

The MRI found that 12% fewer people were shopping on Boxing Day in 2019 than in 2018, and there were 3% fewer in 2018 than in 2017, Ms Matthews added.

She said: “It’s the move to online shopping, it’s the convenience, there’s the family days that happen on Christmas Day and Boxing Day.”

People are also increasingly stocking up before Christmas, Ms Matthews said, and MRI saw an 18% increase in footfall across all UK shopping destinations on Christmas Eve this year compared to 2023.

Ms Matthews said: “We see the shops are full of people right up until Christmas Eve, so they’ve probably had a good few days of food, treats, whatever they need, and they’re not running out of it. don’t really need it. going out again later in the week.

“We saw a big increase on Christmas Eve. It appears that shoppers have concentrated much of their spending in this pre-Christmas rush.

Many online sales started between December 23 and the night of Christmas Day and “many people would have grabbed these bargains from the comfort of their own home”, she said.

She added: “I feel like it’s becoming more and more common for people to take advantage of bargains before Christmas. »

Footfall is expected to increase on December 27 with the release of family tours and the reopening of stores including Next, Marks and Spencer and John Lewis, which have all closed for Boxing Day.

It will also be a payday for some since it is the last Friday of the month.

Research from Barclays Consumer Spend predicted that shoppers would spend an average of £236 each in the Boxing Day sales this year, but that the majority of purchases would be made online.

Almost half of those surveyed said the cost of living crisis would affect their post-Christmas shopping, but the average planned spend is still £50 more per person than before the pandemic, part of that figure being due to inflation, Barclays said.

Faced with financial pressures, many people are considering purchasing practical, perishable and essential items such as food and kitchenware.

In total, 65% of shoppers expect to spend the majority of their sales budget online. Last year, Barclays found that 63.9% of Boxing Day retail purchases were made online.

However, a quarter of those surveyed want to spend primarily in-store, an increase of 11% on last year.

Karen Johnson, head of retail at Barclays, said: “Despite current cost of living pressures, it is encouraging to hear that consumers will actively participate in the post-Christmas sales.

“This year we are likely to see a shift towards practicality and sustainability, with more shoppers looking for bargains on kitchen appliances and second-hand goods.”

Consumers choose in-store shopping largely because they enjoy the social aspect and touching items before buying, Barclays said, adding that high streets and shopping centers are the most popular destinations .