Back to school and university is becoming an important date in the retail calendar. High street footfall rose significantly this year.
Tuesday 28th (day after the Bank Holiday) footfall rose 14.5% above the daily average. The following Saturday showed a footfall increase of 1.44% and Sunday up 6.25%. ShopperTrak who carried out the research, spoke to Internet Retailing about their findings:
Steve Richardson, UK and MEA director at ShopperTrak, said: “There’s little doubt Back to School is increasingly becoming a key seasonal event for retailers and is growing in popularity across category. What once was confined to stationery and apparel now sees promotional activity around supplementary products, such as tech including smartphones and electricals, which may explain its rise to the third largest seasonal event of the retail calendar”
“This year, with schools going back shortly after the August Bank Holiday, and many people taking time off in and around the long weekend, it left limited time for shoppers to pick up back to school items. This means we’ve seen a double spike in footfall, with a peak on the Tuesday during the last week of the school holidays and again in the last weekend before terms starts.”
Mintel’s own research supports this, with an estimated £1 bn spent on back to school supplies, making it the third largest annual shopping event behind Christmas and Black Friday.
Retailers involved in the #WDYT campaign shared some fantastic images across social media to encourage shoppers to their stores.
- Cornflower and Calico in Stroud, Gloucestershire shared a photograph of their stunning drinks bottles with their followers, using both #WDYT and #BackToSchool hashtags.
- Cheltenham Estate Agents Cook Residential didn’t miss out either and sposted back to school pictures on Twitter.
- In a regular blog summarising retail news in Stafford, #WDYT highlighted the back to school offers in the town.