The latest Black Friday data shows that while footfall fell on high streets for the first time ever, overall card transactions exceeded pre-pandemic totals.
Footfall across all retail destinations on Black Friday grew 2% week on week, but the growth was driven entirely by shopping centres and retail parks, with high street footfall falling 1.5% - the first Black Friday on record where this happened.
Footfall on the day increased by 4.9% on retail parks, and 6.5% in shopping centres.
By region, footfall jumped the most week on week in the South West up 5.1%, followed by a 4.7% increase in Scotland and a 3.5% jump in Central London.
Springboard insights director Diane Wehrle said: “There were some strong gains in footfall in UK retail destinations last week - the week of Black Friday - however, all of the uplift came from shopping centres and retail parks.
“The overall results for the week leading up to and including Black Friday weekend was dampened by a far weaker footfall performance in high streets than anticipated and a drop in high street footfall on Black Friday itself for the first time in history.”
For Cyber Monday, footfall figures were more subdued, down 4.4% across all destinations.
Card transactions exceed 2019
Data from Barclaycard also showed that card transactions on the day were not only up on 2020 but on pre-pandemic, 2019 levels as well.
Barclaycard registered a 23% increase in the volume of payments compared to the same period on Black Friday 2020 and 2.4% increase in the volume of payments compared to 2019.
Barclaycard Payments chief executive Rob Cameron said: “As we reach the end of the Black Friday, it is great to see that the trend we have been seeing throughout the day has continued, and retailers will be happy that today’s trading figures have surpassed those secured in 2019.”
Data for Cyber Monday showed an even bigger increase on pre-pandemic activity, with a 16.7% increase in 2020 payments and a 4.5% increase on 2019 payments for the same period.
Cameron added: “All signs suggest that Cyber Monday is becoming increasingly important for both retailers and consumers. It’s perhaps not surprising given the growth and investment made in e-commerce during the pandemic. Following increased transaction volumes on Black Friday, I would like to congratulate businesses for the amazing job they have done overcoming the challenges and preparing for the biggest online sales event ever.”
Online sales dented as stores remain open
Online retail sales struggled to match up to last year’s figures as stores remained open this year throughout the month of November including Black Friday.
Ecommerce sales for Black Friday were down -14.3% year-on-year according to the latest figures from the IMRG Capgemini Online Retail Index, which tracks the online sales performance of over 200 retailers.
This was lower than the predicted 10% drop against tough comparables last year during the second national lockdown where consumers were forced to stay at home and shop online for the festive event.
Many retailers began Black Friday sales earlier this year, with 25 events live by November 3, up from 9 last year.
IMRG strategy and insight director Andy Mulcahy said: “In 2020, the lockdown in November accelerated the trend for retailers launching their campaigns earlier in the month. In 2021 it went earlier again though participation did seem to run out of steam a bit toward the actual big day.
”It’s early days in analysing what just happened, but it does seem logical that earlier discounting will pull share away from the peak week, meaning the stretching out of Black Friday into a month-long event looks like it is being achieved.”
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