Last-minute Christmas shoppers turned out en masse on Christmas Eve 2023, giving retailers the much-needed boost they had been hoping for amid what many called lackluster seasonal sales earlier this month. With many eager to get their festive shopping done, shopping centres reported footfall increases of 42.2% by early afternoon, high streets saw visitor numbers rise by 29.1%, and retail parks experienced boosts of 23.7%.
Busy scenes were evident across various retail outlets, with consumers taking advantage of festive events and attractions. Market towns, particularly, recorded around 50% more visitors compared to Christmas Eve the previous year. Jenni Matthews, marketing and insights director at MRI Software, highlighted, “While many have taken to the shops this morning, this may well be the last splurge before a big spending freeze sets in in the new year for consumers, meaning retailers should be taking heed of these trends to plan accordingly for a challenging start to 2025.”
Despite the rush of shoppers on Christmas Eve, earlier data revealed mixed outcomes for retailers this season. On December 23, footfall decreased by 5.3% on high streets compared to the same day last year, underscoring the financial pressures many families face, driven largely by increased energy and housing costs. This downturn was reinforced by the findings of MRI Software’s Consumer Pulse report, which found over half of consumers—51%—expressed concern over rising living expenses over the next six months.
The financial uncertainties had already impacted shopping patterns, especially during what traditionally is known as Super Saturday, the last Saturday before Christmas, where reports demonstrated only a modest 4.1% increase from the previous Saturday and just 0.9% from the same Saturday last year. Separate reports indicated footfall was down by 11.4% during the final full week leading up to Christmas.
Interestingly, those making last-minute grocery runs on the eve of Christmas were also feeling the festive spirit. At Giesslers store in Agawam, Massachusetts, shoppers flocked to pick up last-minute ingredients for their holiday feasts. Shoppers like Stephen Prew were busy collecting essentials, stating, “Just have to pick up some apples, some oranges, grapefruit, cider, eggnog. These are just some items I need.”
Another shopper, Ivan Grant, shared his excitement about cooking with his daughter, saying, “It’s going to be a lot of fun.” For many, these last-minute meals and traditions evoke cherished memories, connecting them with prior generations. Lee Champigny fondly recalled, “It’s great. You know, it goes all the way back to childhood. One of my uncles... made the best homemade meatballs. And I still remembered it to this day.”
While many retailers experienced footfall peaks on Christmas Eve, the overall sentiment about the holiday shopping season remains cautious. With economic challenges looming, some big retailers, including Walmart, Target, and Costco, chose to close their doors on Christmas Day, leaving smaller chains and drugstores, like CVS and Walgreens, open for last-minute needs even as shoppers packed the stores on Christmas Eve.
Looking back at the overall patterns of the shopping season, it’s clear consumers are watching their spending closely. The data indicates both joy and trepidation as customers balance their holiday cheer with the reality of tighter finances. With the holiday shopping season behind, questions remain about how the retail industry will adapt to these shifting patterns and what the consequences might be as consumers brace for potential spending freezes and other economic shifts. Retailers will need to pay close attention to these trends, especially as we head toward the new year.
