Black Friday sales struggle to attract Main Street retailers

UK retailers who are hoping for a strong Black Friday to boost sales have been left out. New data from the British Retail Consortium (BRC) and Sensormatic Solutions claim that, overall, footfall in November is down 15.7% from November 2019.

Worse, data from the BRC showed that Black Friday attendance was down 23.4% from November 2019. The November 2019 comparison is significant because it avoids parallels to November 2020, which was hit hard by the pandemic.

Do not go to town

Shopping center attendance was also down 34.8% from November 2019. BRC Managing Director Helen Dickinson showed courage in the face of Covid-related numbers, saying bad weather was partly responsible for low turnout on main streets. She also suggested that offers to buy go on longer than in the past.

While Black Friday weekend footfall did not hit 2019 levels, this year the deals were spread throughout the month, allowing customers to look for bargains over an extended period of time. “

She continued, “Nonetheless, this month’s attendance was still relatively strong at this year’s second-highest number, just after October. London also began to catch up with other major cities as Christmas lights and markets kicked off the holiday season, while consumers in Northern Ireland benefited from the High Street voucher scheme. . “

Sales in Northern Ireland are more resilient

Northern Ireland saw the smallest drop in attendance at -5.2%, followed by England at -15.7% and Wales at -16.7%. For the fourth month in a row, Scotland saw the biggest drop of the four nations at -19.8%, according to BRC-Sensormatic figures.

Andy Sumpter, retail consultant for Sensormatic Solutions, said some buyers will have bought early in an effort to avoid crowds and minimize the risk of supply chain disruption. These early purchases contributed “to the October boost and November lull,” he said, adding that “we still expect to see these ‘last minute’ shoppers hit the main streets. in December.

Read more: Festivals fail to cheer Indian Motown as November sales plummet

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