December concluded a challenging year for UK retailers, with a continued decline in shopper numbers marking the second consecutive year of decreased footfall, according to newly

released data.

Despite the Golden Quarter—traditionally the busiest shopping period leading up to Christmas—footfall fell by 2.5% compared to 2023, as revealed by the British Retail Consortium (BRC)-Sensormatic Footfall Monitor. Across the entire year, total UK footfall dropped by 2.2% year-on-year.

Among the four nations, Northern Ireland experienced the steepest decline, with footfall plummeting by 5.8%, followed by Wales (down 2.6%), England (down 2.1%), and Scotland (down 1.5%).

High streets and shopping centres bore the brunt of the downturn, as consumers increasingly preferred retail parks, drawn by free parking and the broader range of larger stores.

Helen Dickinson, Chief Executive of the BRC, commented: “A drab December, marked by reduced shopper numbers across all locations, capped a disappointing year for UK retail footfall. Shopping habits are evolving rapidly, with customers seeking more experiential shopping options alongside cafes, services, and other activities.”

She further noted that investment in high streets and town centres remains stifled by an outdated business rates system, which disproportionately impacts urban retail areas. “While the Government’s proposed reforms to business rates may provide some relief, it is crucial that no retailer ends up paying more than they currently do,” Dickinson added.

Andy Sumpter from Sensormatic highlighted the weak finish to the festive season, stating, “With footfall limping towards the festive finish line, December’s underwhelming performance compounded a lacklustre end to 2024. This marks the second year in a row of falling store traffic. Retailers must now reassess their strategies for 2025, focusing on innovative approaches to attract shoppers or maximise the value of each customer visit.”

Meanwhile, MRI Software’s Consumer Pulse report indicated that 51% of consumers are concerned about the rising cost of living over the next six months, driven by increased energy and housing expenses during the winter.

Additional data from Rendle Intelligence painted a grim picture of the Christmas shopping period. Their analysis suggested a “disastrous” season for retailers, with footfall dropping 11.4% year-on-year during the final full week before Christmas. Even on Super Saturday—traditionally the busiest shopping day of the year—footfall was only 4.1% higher than the previous Saturday and a mere 0.9% above the same day in 2023.

Retailers now face the daunting task of revitalising their strategies for 2025, aiming to counter the trend of declining footfall and adapt to the changing consumer landscape. Photo by Chmee2, Wikimedia Commons.