UK shoppers took advantage of extra leisure time over the Easter Bank holiday and school half term holidays in April as night time economy footfall in shopping centres increased during April, according to the latest edition of the BCSC/Experian Footfall monitor.
The report found that night time economy footfall in shopping centres increased by 4.6% on March 2015 and year-on-year by 6%.
It said that the trend showed customers no longer see shopping centres as only places to shop but as leisure destinations.
With Easter 2015 falling in close proximity to pay-day and poor weather on Easter Monday, the report said that shoppers chose to take cover from the rain in shopping centres with footfall over the long Easter weekend up by 13% on Easter 2014.
The data also found shopping centres in regional areas experienced healthy footfall growth during April with the East Midlands, Eastern, Scotland, South East, South West, Wales and West Midlands regions, all reporting positive footfall growth on the previous month.
Edward Cooke, director of Policy and Public Affairs, British Council of Shopping Centres (BCSC) said: “This increase in night time economy footfall in shopping centres is evidence of how landlords continue to respond to ever-evolving consumer habits. Today’s shopping centres need to cater for customers looking for an all-day experiential destination and shopping centre owners are responding to this by increasing the leisure offer, bringing cafés, restaurants and cinemas all under one roof.
“It is also encouraging to see improving national economic conditions reflected by some really positive footfall growth amongst the regions.”
Robert Wilkinson, strategic account director at Experian Footfall, said: “We are seeing really consumer driven changes to the way retail outlets operate. There have been profound changes to the retail landscape in the last decade, which has transformed into a much more social environment. Today’s consumers want to make the most of their leisure time, which is turning the act of going shopping into an event in itself. Retailers have had to evolve their offer, providing services that can exist as a complementary offering alongside internet shopping – creating entertainment hubs to drive footfall.
“The significant spike in footfall that we saw on Easter Monday, when the weather was poor, is also very interesting, as it demonstrates the fluctuating influences on consumer activity. By better understanding the correlation between factors such as weather and retail traffic, retailers and shopping centres will be better placed to meet consumer demand and respond accordingly.”
