Retailers have voiced disappointment that they will not be able to fully open their doors again before April 12 and concerns about the possibility of the post-lockdown timeframe changing again.

  • Waterstones boss James Daunt says no other country “has left their retailers in quite such an exposed position”
  • John Lewis state reopening plans “dependent on a number of conditions being met”
  • Fenwick CEO John Edgar “happy to wait if it means we never have to do this again”

This week, Boris Johnson laid out a provisional roadmap to guide England back to normal life after the unprecedented disruption triggered by the outbreak of the coronavirus pandemic.

Boris Johnson roadmap

Source: Number 10

Boris Johnson wants easing of lockdown restrictions to be ‘cautious but irreversible’

His timeline allows ‘non-essential’ retailers to mark their calendars for April 12 – the earliest date they will be able to welcome shoppers again, as will other consumer businesses including outdoor hospitality and hairdressers.

The provisional reopening date hinges on tracking the pace of the vaccination programme; infection rates and whether they are putting pressure on the NHS; and the emergence of new coronavirus variants. If any of the targets are missed, the reopening date will be pushed back.

This leaves non-essential retailers in a tricky position. On one hand, they have more leeway than after previous lockdowns to prepare; but on the other, they have no guarantee that reopening will actually go ahead on April 12.

A John Lewis spokeswoman said the department store business “will start to plan for the reopening of our John Lewis shops in England” following Johnson’s announcement, but stressed that such plans were “dependent on a number of conditions being met”.

Several industry executives, including Urban Outfitters global retail director Claire Arksey, also expressed disappointment at not being able to open sooner.

“There was more structure on dates than we’ve ever had, which was encouraging,” she said. ”We were all secretly hoping for something at the beginning of March so we could have a bit of Easter trading but the plan and structure feels well thought out.”

New Look chief executive Nigel Oddy said: “From a business perspective, the government’s roadmap to reopen non-essential retail stores in England from April 12 at the earliest means that we, like many others, will miss another important period of store trading in the run-up to the Easter holidays, which is naturally a little disappointing.”

Cardiff social distancing queue

Retailers must think differently about in-store experience in light of changing consumer behaviour

Waterstones boss James Daunt was more damning. 

He insisted: ”A bookshop is no more dangerous than Waitrose, Asda, The Range, B&M, WHSmith or all these other places that have been allowed to stay open. There is no scientific evidence for the closure of some shops over others when they all have protective measures in place and don’t expose people to any more risk. 

“In other countries, they’ve either been given lots of government support or have been kept open. I can’t think of anywhere else that has left their retailers in quite such an exposed position.”

Fenwick chief executive John Edgar said: “We’d love to open earlier but I’m happy to wait if it means we never have to do this again. There are questions, though, about what measures are in place when we open – will we still be expected to enforce social distancing and mask wearing or will rules be modified?”

Lush UK and Ireland retail director Kat Hannible says: ”It’s a big relief to have a date but we weren’t anticipating to be closed for so long. Whether we will open to a big bang or not will be interesting as it depends where we are with the easing of restrictions in general.”

The prospect of different opening dates across the different nations could also create headaches, according to Hannible.

Scotland has set out plans to reopen non-essential retail on April 26 whilst in Wales these shops could open their doors as early as mid-March.

Hannible says whilst Wales reopening earlier than other nations could help the retailer predict demand levels, it would create a challenge when it comes to manufacturing its product.

Business rates relief

Non-essential retailers were unanimous in calling for business rates relief and the furlough scheme to be extended by chancellor Rishi Sunak given the near seven-week window between Johnson’s announcement and the earliest possible date for reopening.

A Marks & Spencer spokeswoman said: “It is helpful to have clarity on the roadmap ahead and look forward to the full reopening of our business. However, even as the UK economy reopens, there will still be a long road ahead and we welcome the chancellor’s reassurance that current support will not face a cliff edge.”

Many retail executives were concerned that even if non-essential stores reopen on April 12, the road to recovery to pre-pandemic footfall and sales level would be a long one. 

Edgar and Arksey both predicted their respective businesses’ performances would not recover until next year at the earliest, while an executive at one large retailer did not expect performance to return to 2019 levels for at least two years.

“Local foot traffic is all well and good, but the big question is international tourism and what will happen with vaccine passports. We need those tourists back and if people will need to still do Covid tests and quarantine, many businesses won’t be able to perform as they did before the pandemic,” said Arksey.

“We are less impacted than bigger London stores that rely on overseas tourists, who I don’t see being at pre-pandemic levels until 2024,” said Edgar.

“The fact that we have a regional community base and are generally the main show in town insulates us to some degree but I think it will be a slow recovery.” 

Footfall monitor Springboard has forecast that UK footfall will rise by 47.9% if the April 12 date for reopening non-essential retail and hospitality goes ahead but Edgar anticipates that after an initial “feeding frenzy” these levels will subside.

Some retailers are also thinking differently about their in-store experience ahead of reopening and in light of changing consumer behaviour over the last 12 months.

Superdry global merchandising director Lucy Maitland Walker said: “Stores will be more about experience. We won’t be putting as much stock out in stores.  People have enjoyed the ease of online so the need for shopping will be very different. The social element will be far more important.”

Retailers are tentatively preparing for an April 12 reopening but have learnt from experience not to be too committed to the government’s initial plans on easing and entering lockdowns.

A reopening roadmap is well and good, but retailers are adamant it needs to be accompanied by further support from the government to set the industry on the way to long-term recovery.