Northern Ireland Shopping Trends: Analysis of the Drab Golden Quarter
A “drab” December has brought grim news for retailers in Northern Ireland, capping off a disappointing year marked by a decline in shopper numbers. According to research from the British Retail Consortium, Northern Ireland was the hardest-hit region, with a 5.8% decrease in footfall, making it the worst year for retailers in the region. The Golden Quarter, typically a peak shopping period ahead of Christmas, saw a 2.5% decrease in shopper visits over the period compared to the previous year, as reported by the BRC-Sensormatic Footfall Monitor. Across the UK, total footfall for the year was down by 2.2% compared to the year before.
Decline in Footfall Across Northern Ireland
The figures reveal a bleak picture for Northern Ireland’s retail landscape in 2024:
– Total footfall across Northern Ireland for the year decreased by 2.2% compared to 2023.
– During the three months leading up to December, footfall dropped by 3.0% year-on-year.
– In December, footfall in Northern Ireland plummeted by 5.8% compared to the previous year.
– Shopping center footfall in December saw a 5.7% decrease year-on-year.
– In Belfast, footfall decreased by 7.2% in December compared to the same period in the previous year.
Expert Insights and Reactions
Neil Johnston, Director of the Northern Ireland Retail Consortium, expressed disappointment over the figures, highlighting the challenging ‘golden quarter’ and the overall year in terms of shopper footfall. Despite early Black Friday promotions driving some foot traffic, the month as a whole witnessed feeble footfall across all destinations. Johnston acknowledged the tough environment for retailers with physical stores, emphasizing the need for a strong finish to the year and a successful Christmas season to offset increasing costs.
Looking Ahead and Strategies for Retailers
Andy Sumpter from Sensormatic emphasized the need for retailers to innovate and adopt new strategies in 2025 to counter the declining store traffic trend. With fewer visitors, retailers must find ways to make each store visit count and maximize sales potential. The evolving shopping habits of customers, seeking more experiential shopping environments, present both challenges and opportunities for retailers to explore.
As the retail landscape continues to face significant challenges, including weak footfall, economic uncertainties, and regulatory changes, the call for innovative approaches and strategic planning becomes more crucial than ever. Retailers are urged to adapt to changing consumer behaviors and market dynamics to thrive in the evolving retail environment.
