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Super Saturday sees 10.3% year-over-year decline of in-store shopper traffic, according to ShopperTrak data analytics from Sensormatic Solutions  

The rise of the self-service customer: Why retailers need to give their customers greater freedom of choice
Written by Amy

Super Saturday footfall declined by 10.3% compared to Super Saturday 2018, according to official data from ShopperTrak.

However, overall UK footfall for the year sits 0.2% up against the same period 2018, according to insights from over 1.5 million collection devices in the retail marketplace and 40 billion shopper visits captured by the ShopperTrak brand each year.

Nick Pompa, global general manager at ShopperTrak, commented: “With Black Friday – which saw footfall rise 6% year-on-year this year – and Christmas discounting starting as early as mid-November for some retailers, many shoppers may already have bought Christmas gifts.”

“As the last online order deadlines hit this weekend, we expect to see shoppers switching from clicks to bricks and opt to hit the High Street to finish off their Christmas shopping.  Momentum is expected to continue as we head towards the big day, with many shoppers also taking advantage of later click-and-collect deadlines now being offered by retailers, with some even offering to fulfil click-and-collect orders on Christmas Eve itself,” he added.

With footfall expected to continue in the run up to Christmas, having insight into how many shoppers are walking into stores, along with the timing, can helps retailers make informed decisions – and create more impactful marketing promotions – to enhance customer experience and drive retail performance.

“By understanding and acting upon insight from shopper traffic trends, retailers can optimise scheduling decisions, merchandising, inventory fulfilment and even loss prevention awareness to help maximise sales opportunities presented during the busiest days of peak trading,” Pompa concluded.

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