Black Friday sales fail to boost November footfall

Significant price promotions offered over the Black Friday weekend were not sufficient to boost footfall in November, according to figures released by the British Retail Consortium.

Footfall in November was 2.4% down on a year ago, down on the 0.8% fall in October and below the three-month average of a 1.4% decline, the latest BRC/Springboard footfall monitor shows.

Out-of-Town reported the only rise, 0.8% higher than a year ago and has experienced positive footfall growth for every month to date in 2014.

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Meanwhile, footfall in shopping centres was 2.1% down on the previous year for November.

Diane Wehrle, Retail Insights director at Springboard, said: "Yet again it is high streets and shopping centres that are driving the decline in footfall, whilst footfall in retail parks remains positive, albeit a smaller rise than in previous months. The results clearly indicate that the structural shift in consumer activity brought about by the internet is ongoing, and that it is largely out of town locations that are continuing to capitalise on this change."

‘It is particularly disappointing for high streets and shopping centres that the significant price promotions offered over the Black Friday weekend were not sufficient to turn the tide over the month. Indeed, it suggests that if retailers are to encourage shoppers back into bricks and mortar stores then there needs to be a greater focus on the enhancement of the customer experience, rather than a knee jerk reaction towards discounting which only undermines margins and long term profitability," she added.

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