Retail footfall falls in West Midlands as heatwaves change shopper behaviour

Footfall was down by nearly four per cent across West Midlands high streets, retail parks and shopping centres, according to latest figures, with “exceptionally high temperatures” believed to have affected shopper behaviour.

Figures from the British Retail Consortium’s Sensormatic data, from May 31 to July 5, shows footfall in the region’s shops fell by 3.8 per cent in June, compared to the same month last year, having also been 2.5 per cent lower in May.

The figures are calculated using precise shopper numbers entering retail stores across the UK.

Across the UK footfall was down by 3.4 per cent in June (year on year), and down 2.6 per cent in May.

High street footfall decreased by 6.2 per cent in June, having been down 1.5 per cent in May’ while Retail park footfall was down by only 0.3 per cent in June and 0.5 per cent in May. Shopping centre footfall fell by 2.5 per cent in June, having been down 2.4 per cent in May.

Helen Dickinson, chief executive of the British Retail Consortium, said: “Footfall dropped in June as the record heatwave kept many shoppers indoors. High streets saw the sharpest declines, while air-conditioned shopping centres and retail parks proved more resilient.

“The heatwave may have affected footfall, but retailers face a bigger challenge: rising costs. Businesses are working hard to deliver value for customers, yet higher taxes and regulatory burdens are making it harder to invest, create jobs and grow. Government action on business rates and energy costs would help unlock investment to revive our local communities.”

Andy Sumpter, retail consultant EMEA for Sensormatic, added: “June saw UK retail footfall remain under pressure, with total visits down 3.4 per cent year-on-year, bringing the year-to-date figure down to -3.3 per cent at the halfway point. While the overall trend remains subdued, it continues to reflect a cautious consumer who is making fewer, more considered trips.

“Exceptionally high temperatures are likely to have influenced behaviour.

“At the same time, consumer confidence is improving slightly but remains low, with wider uncertainty continuing to weigh on discretionary spend. This is reflected in shopping patterns, with retail footfall at shopping centres down 2.5 per cent, while overall visits to shopping centres themselves edged up 0.6 per cent, suggesting consumers are still visiting destinations, but engaging more selectively once there.

“While the hopes of some of the nation may be for football to come home, footfall appears to have stayed there at times. With key matches drawing attention - and occasionally keeping shoppers away - retail teams will be hoping that as the tournament moves on, consumers return in force. As we move into H2, the focus remains on converting more deliberate visits into meaningful spend.”

Footfall for Birmingham was similar to the region as a whole - down 4.1 per cent in June, having been down 1.6 per cent May (year on year).

No data was available for Wolverhampton or other Black Country towns but key business figures have shared their views on local retail activity.

Aaron Powell, centre manager of The Ryemarket shopping centre in Stourbridge, said the hot weather has not had a significant negative impact on overall footfall at The Ryemarket but it has changed behaviour.

He told the Express & Star: “Visitor numbers across both the May and June BRC reporting periods remained broadly in line with, and slightly ahead of, the equivalent periods last year.

“What we have noticed is a change in shopping patterns rather than a reduction in visitors. During the hottest days, customers tended to arrive earlier in the day or later in the afternoon, with the quieter periods coinciding with the peak temperatures. That's fairly typical during prolonged spells of hot and humid weather.

“The June BRC reporting period was also supported by a strong programme of town centre activity. The BRC calendar extended into the first week of July this year, so it captured Stourbridge Carnival and our Makers Market Midlands event, both of which generated exceptional visitor numbers and demonstrated the value of coordinated events in attracting people into the town centre.

“Weather can influence when people choose to visit, but well-planned events and a varied retail offer continue to give people a reason to come into Stourbridge.”

Black Country Chamber of Commerce chief executive, Sarah Moorhouse, said there remains an optimism in the region despite the challenges hitting retail businesses.

She said: “There has been a continued decline in footfall on high streets for some time now, so this is not a new or unique situation in the West Midlands or the Black Country.

“Finding the answer to address the challenges and reverse the figures is always going to be difficult, particularly with the dominance of online shopping.

“However, we’re optimistic here in the Black Country and we are actively supporting businesses to make sure our high streets are thriving places within our communities.

“Our Bostin’ Black Country Business campaign promotes the strength of the Black Country economy, champions innovation and raises awareness of issues affecting businesses.

“One of the big, long standing issues of course is business rates, which is something that has an impact on the success of high street businesses.

“In the future we may see some movement on that, with a new Prime Minister on the way who has recently pledged that he will look at cutting business rates.

“In the meantime, we will continue to lobby and keep the pressure on and do what we can to support all our fantastic businesses."