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Poor weather hits Easter footfall

Rainy weather dampened footfall over the weekend, with Easter Monday taking the biggest hit, according to Springboard data.

Footfall until 12pm on Easter Monday was down 12.6% compared to Easter last year, driven by a dip of 14% at shopping centres, of 13.9% on high streets and 8.1% at out of town locations.

Easter Sunday footfall was up marginally by 0.7% year on year, with a 1.9% increase in high street sales but a 1.6% dip in shopping centre footfall.

The high street on Good Friday and Easter Saturday footfall was hampered by rainfall however, seeing a drop of 9.6% and 6.9% respectfully but a rise in footfall to shopping centres as shoppers avoided poor weather.

Overall, footfall was down 2.4% on Good Friday and 3% on Saturday.

Online transactions also dipped 1.4% on Friday but rose 3.3% on Saturday, figures show.

“Despite poor weather, shoppers have definitely been visiting retail destinations this Easter Weekend,” said Diane Wehrle, Springboard insights director.

“In overall terms, however, footfall is still down compared with Easter last year. Easter footfall also declined in the previous two years, so it is clear it is becoming less important as a key retail trading period.”

Chris Boaz, ‎Head of Marketing of PCA Predict said: “Although overall sales were down, what’s particularly interesting is that traffic to mobile devices continued growing.

“This year we’ve seen an increase in traffic across mobile devices, which points to the importance for retailers to optimise their websites and customer-facing platforms not only to improve data quality on the back-end, but to improve user experience and customer satisfaction.”

Footfall had been anticipated to increase up to 2.7% due to a range of factors including the timing of payday before Easter, milder weather, the ongoing demand for leisure oriented trips and the bounce back in footfall in February.

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