UK footfall on Black Friday (29 November) improved by +40.5 per cent week-on-week, rising to +45 per cent in London compared to the week prior.

In addition, electrical retailers saw a +33.2 per cent week-on-week jump in shopper traffic on Black Friday, as shoppers hunted for bargains on big ticket items.

This is according to new data from RetailNext’s shopper traffic platform, which captures billions of store visits globally every year.

Despite seeing a dip in footfall compared to 2023, with shopper traffic on Black Friday itself falling -1.7 per cent year-on-year, the week leading up to Black Friday (Monday 25 to Friday 29 November inclusive) saw a +0.8 per cent boost in footfall performance compared to last year, rising by +3.4 per cent year-on-year on Tuesday 26 November and +3.3 per cent on Thursday 28 November, as retailers extended discounting periods ahead of Black Friday.

Gary Whittemore, Head of Sales EMEA & APAC at RetailNext, commented: “While Black Friday discounting has become longer and more drawn-out, this hasn’t taken the shine off the event when it comes to driving footfall performance, with the lure of bagging a bargain still prompting shoppers to head into store to pick-up deals.

“As well as representing value to shoppers looking for discounts on early Christmas gifts, the event not only helps retailers get ahead on festive trading, whilst also unlocking revenues from excess stock due to unseasonable weather earlier this year.”

With Black Friday falling after payday this year, GlobalData predicted that UK shoppers will spend over £9 billion over the four-day Black Friday weekend, up +4.5 per cent year-on-year, with physical stores set to increase share of spend for the first time since 2022, rising by to 46.9 per cent, as online shopping levels have started to stabilise post-pandemic.

“While retailers will welcome the Black Friday boost to footfall, there’s still all to play for during peak trading, with some of the busiest in-store trading days, such as Super Saturday and Boxing Day, still to come,” Mr Whittemore added. “Key to success will be delivering compelling bricks-and-mortar experiences that can’t be replicated online to ensure that browsers turn to buyers.”