Consumers opted to take advantage of Black Friday promotions online

Consumers opted to take advantage of Black Friday promotions online

UK retail footfall fell at a faster pace month-on-month in November, as consumers opted to take advantage of Black Friday promotions online rather than in-store. 

The BRC/Springboard Footfall and Vacancies Monitor found shopper numbers declined 2.1% year-on-year in November, steeper than the 0.2% fall in October. This was the eighth consecutive month of decreases in footfall. 

Both high streets and shopping centres reported saw further declines, falling 3.4% and 2.8% respectively. Retail parks were the winners, increasing 2% year-on-year, but came in below October's high of 2.9%.

"Shopper footfall wilted once again last month, as consumers shunned high streets and instead sought to take advantage of online 'Black Friday' promotions and discounts which often ranged across several days," said BRC chief executive Helen Dickinson. 

She later added: "Those retailers with a strong multichannel offer – allowing customers to shop in-store, at home and on the move – will have been well placed to capitalise on this further milestone in the development of our digital economy." 

Diane Wehrle, marketing and insights director at Springboard, added: "The learning from the UK-wide November footfall result indicates the winners were those destinations that continue to adopt the old school rules of retail – the three Cs of convenience, choice and customer service."

As retail parks offer these three core principles, Wehrle said: "Shoppers are increasingly seeking out this traditional retail destination as a strong alternative to online as they have an expanding breadth of offer, together with a core edit of retail brands to choose from."