Retail Parks and Shopping Centres saw the biggest surge of customers over the Black Friday weekend, with overall footfall rising 6.7% on Black Friday week as compared to the previous year. The increased traffic helped retailers to a much-needed Black Friday boost, with sales up 5.5% for non-food, helped by its closer proximity to Christmas this year. Black Friday remains an omnichannel event, but online growth still showed the biggest gains in the final week, with computing, fashion, and beauty among the most popular categories.

Andy Sumpter, Sensormatic Solutions EMEA Retail Consultant:

Motivated by the prospect of widespread discounting, shoppers acted fast and decisively, heading into stores to pick-up bargains. The timing of Black Friday is likely to have helped boost footfall performance.  Taking place a week later than in 2023, Black Friday landed on or just after payday for many consumers this year.  This, as well as the discounting event coinciding with the start of Advent, will have helped retailers gain early share of spend, as shoppers sought out Black Friday deals and picked up discounted Christmas gifts.

After a shaky start to the Golden Quarter earlier in October and the start of November, retailers will have welcomed the boost to store traffic Black Friday delivered.  With several of busiest in-store shopping days still to come in December, many will be hoping this run of positive footfall performance continues as they look to capitalise on critical Christmas trade.