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Shoppers expected to head online for Black Friday

There is likely to be a 3.7% drop in Black Friday footfall compared with last year, Springboard predicts.

Store traffic over the weekend is expected to fall by 2.7% compared with the same weekend in 2017 as shoppers go online for discounts.

This follows the same trend as last year, when footfall declined 3.6% year on year on Black Friday itself and 1.1% over the weekend.

However, ShopperTrak found that although year-on-year footfall will fall, there will be see a surge compared with the daily average, and it will be 20|% higher on Black Friday. Across the weekend footfall could increase on the daily average by 15% on Saturday and 27% on Sunday.

Looking online, Springboard found that online transactions on Black Friday are expected to rise 4% on 2017, although this is slower growth than last year which was up 5.5% on 2016. Online sales for the Black Friday weekend are expected to drop 5% compared with last year.

In addition to wider economic factors such as increased living costs and higher levels of debt for UK consumers, Black Friday falls slightly earlier this year, so some shoppers will not have received their November pay by the time the weekend falls.

Diane Wehrle, marketing and insights director at Springboard, said: “Whatever happens on Black Friday, our data over the past few years has established that it brings Christmas spending forward. This creates a magnet of spending activity at the beginning of the peak trading period, which then suppresses spending until the final week before Christmas, when consumers take advantage of last-minute deals that are likely to be introduced by retailers to drive sales in what is a highly challenging trading climate.”

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