Ups and down of Christmas traffic continue
Quieter Boxing Day balanced by busy Saturday
December 29 2003.
he latest figures from the Retail Traffic Index show that shopper behaviour is continuing to perplex UK retailers, with Boxing Day quieter than last year, but Saturday 27 the busiest shopping day of the year.
After a busy start to the month, in which retail traffic was 2.2 per cent higher in the week of November 30, compared to the same week last year, figures for the following two weeks were disappointing; down 0.1 per cent and 2 per cent year-on-year for weeks commencing December 7 and 14 respectively.
The final few days before Christmas saw a return to year-on-year improvements, culminating in Christmas Eve when a 3.3 per cent gain year-on-year was measured. The evidence is that many people left their Christmas shopping until very late this year but at least the last minute rush did finally materialise, unlike the final days in the run-up to Christmas 2002 which was a damp squib for retailers.
Post Christmas, the latest figures from SPSL, which compiles the index, show that Boxing Day was quieter than last year in like-for-like terms, down 1.2 per cent year-on-year, but an estimated 20-25 per cent more stores were open this year compared to last, diluting the offer and making the overall trading picture somewhat more positive.
Since then, the early evidence is that the post-Christmas sales are as popular as ever. Shopper numbers on Saturday 27 were up 2.5 per cent year-on-year and up an impressive 18.2 per cent week on week.
In fact, Saturday was the biggest shopping day of the year. On Sunday 28th retail traffic was up 10.3 per cent on the same day last year but down 1.1 per cent week-on-week.
Dr Tim Denison, director of knowledge management at SPSL, said: “Last year many people postponed buying until after Christmas to catch the sale bargains – so the last minute rush simply failed to happen.
“This year we did see the rush in the final few days, partly induced by selective pre-Christmas promotions. After all, why wait to buy goods in the sales when you can buy at discount before Christmas?
“It also seems that the last minute rush didn’t totally satiate the shopping appetite of consumers. The number of shoppers in the early days of the post-Christmas sales is generally higher than last year – something we might not have expected, given that last year’s sales were very busy. Saturday’s figures in particular are very strong.
“We shall have to wait a little longer to understand the trend and know whether the interest will be sustained. The message for retailers is that people are still prepared to go out shopping fairly heavily, despite general concerns about the build-up of debt.
“Whilst this is current good news for retailers, we should also strike a note of caution. The sale shopping may indicate that consumers are indulging in one final spending spree, seeking out the bargains before pulling in their horns in the New Year. We shall have to wait and see.”
