UK Regional Footfall Trends: England Sees Decline While Northern Ireland Leads Growth

The latest report from Place Informatics, the UK’s leading footfall and visitor behaviour data provider, reveals striking contrasts in footfall trends across the United Kingdom for September 2024.

While Northern Ireland, Scotland, and Wales show promising growth in town centre footfall, England, particularly its southern regions, has seen notable declines. This analysis dives into the data and examines the factors behind these regional disparities.

Footfall Growth in Northern Ireland, Scotland, and Wales

The report highlights that three of the UK’s four nations—Northern Ireland, Scotland, and Wales—achieved year-on-year growth in footfall. Northern Ireland led the way with a 2.3% increase, followed by Scotland at 1.59% and Wales at 1.57%. These growth rates stand out, especially in contrast to the declines seen in parts of England.

For Northern Ireland, this increase reflects positive economic and social factors. It suggests effective efforts to draw consumers into town centres, possibly supported by favourable weather patterns and well-timed retail events. Scotland and Wales, showing similarly robust growth, benefited from a comparatively dry and sunny September, which likely encouraged more outdoor shopping and leisure activity.

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England’s Footfall Decline: A Closer Look at Regional Struggles

In stark contrast to its UK counterparts, England experienced a 2.2% year-on-year drop in town centre footfall. This decline was especially pronounced in southern regions:

• South West England: -3.96%
• South East England: -3.18%
• East Anglia: -3.34%

These declines are significant as they occurred in regions that performed well in 2023, suggesting a sudden shift in consumer habits. Factors such as inclement weather—particularly in September, which saw record rainfall in regions like Gloucestershire, Bedfordshire, and Oxfordshire—appear to have deterred shoppers.

Clive Hall, CEO of Place Informatics, commented on the role of weather in the footfall trends, noting that the southern UK experienced above-average rainfall, with some areas recording their wettest September on record. In contrast, Northern Ireland and Scotland had a relatively dry and sunny month, which may have positively impacted footfall in those regions.

National Trends in Footfall and Retail Performance

Overall, UK footfall in September 2024 grew by 4.49% compared to August, signalling a late-summer boost. However, when viewed year-on-year, footfall was down by 1.93%, indicating a broader shift in consumer behaviour compared to September 2023.

Retail Park Resilience

Amidst these declines, retail parks showed resilience, with a 3.0% year-on-year increase. Shopping centres also saw some growth, though modest, at 0.6%. These findings indicate that while town centres may be struggling, consumers are still drawn to retail parks, which often offer convenient parking, a wider array of stores, and a greater sense of safety during adverse weather conditions.

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Consumer Spending on the Rise, but Confidence Falters

The recent Barclays UK Consumer Spend Report revealed a positive shift in consumer spending for September 2024, with a 2.7% rise in non-essential spending. This follows a 4.0% increase in 2023, demonstrating consumers’ continued willingness to spend.

Notably:

• Clothing purchases increased by 22% compared to August, driven by seasonal sales and promotions.
• Department store sales saw a 5.5% year-on-year rise.

These figures suggest that retailers’ promotional activity and strategic discounting have been effective in drawing consumers, especially within indoor shopping environments less impacted by weather.

However, while spending showed growth, consumer confidence took a hit, falling from -13% in August to -20% in September. The decline in confidence could be attributed to economic uncertainties and concerns around the UK’s fiscal direction as the budget announcement approaches. This sentiment shift is likely contributing to the mixed performance in footfall across regions.

Read More: 65% of UK consumers have now swapped their shop to Aldi or Lidl

What Lies Ahead: Implications for Retailers and Town Centres

Understanding regional consumer behaviours and the impact of factors like weather and economic confidence can help businesses adapt to ongoing changes. Retailers, particularly in regions with declining footfall, may consider enhancing promotions, creating indoor attractions, and focusing on customer experience to offset these trends.

The report from Place Informatics serves as a reminder of the complexities of consumer behavior across the UK, with varied influences such as weather, economic confidence, and regional differences all at play. Monitoring these trends closely will be essential for businesses aiming to navigate the evolving retail landscape and prepare for the holiday season ahead.

Image Credit: Marc Venema / Shutterstock.com