West Midlands retail footfall dropped 3.2% year-on-year in July 2024, as heatwaves prompted shoppers to change their habits, according to the latest BRC-Sensormatic IQ data. The decline was steeper than the UK average of 2.7%, with high streets and shopping centres both seeing fewer visitors.
Heatwaves Drive Evening Shopping
The British Retail Consortium (BRC) reported that the region's footfall was hit by extreme temperatures, which pushed consumers to shop during cooler evening hours. This shift meant that official counts, typically taken during daytime, recorded lower numbers. Helen Dickinson, Chief Executive of the BRC, said: “As the country sweltered in July’s heatwave, many shoppers chose to stay indoors or visit shops in the evening, which impacted footfall figures.”
High Streets and Shopping Centres Suffer
High street footfall in the West Midlands fell by 4.1% year-on-year, while shopping centres saw a 2.8% decline. Retail parks bucked the trend, with a slight increase of 0.5%, as they offer air conditioning and ample parking. The data, compiled by Sensormatic Solutions, covers the four weeks to July 27, 2024.
Comparison with National Trends
Nationally, footfall fell 2.7% year-on-year, with high streets down 3.7%, shopping centres down 2.6%, and retail parks up 0.7%. The West Midlands performed worse than the UK average, but some regions like the East of England saw a smaller decline of 1.2%. The BRC noted that the heatwave disrupted normal shopping patterns across the country.
Impact on Retailers
The decline in footfall adds pressure on retailers already facing cost-of-living challenges and changing consumer behaviour. Dickinson added: “Retailers are working hard to attract customers through events and promotions, but the weather has been a significant factor this summer.” The BRC expects footfall to remain volatile as climate patterns shift.
