shoppers have taken heed of possible stock shortages on top selling lines and have got out there early and made a start on their gift buying
The first of several weekly updates in the run up to Christmas on retail footfall from Ipsos Retail Performance shows significant leap in shopping activity.
The Ipsos Retail Traffic Index (RTI) recorded an increase of 11.2% in the number of non-food shopping trips across the UK for w/c 25th November compared to the previous week.
The rate of acceleration at this point in the campaign is slightly better than it was last year, for the fourth full week before Christmas Day, and well ahead of the three years prior to that.
The result for the week is marginally higher than Ipsos’ forecast which had expected a 10% jump against w/c 18th November.
Against the corresponding week of 2011 (w/c 27th November), traffic levels were down 6.7% this year, though there are two extra shopping days this side of Christmas Day this year.
“It looks as if shoppers have taken heed of possible stock shortages on top selling lines and have got out there early and made a start on their gift buying this year,” says Dr Tim Denison, Head of Retail Intelligence at Ipsos Retail Performance. “The long range forecast of a prolonged spell of wintry weather may also be playing on the minds of people who got caught out and were unable to reach the shops in time in the past two years.
“If things continue in a similar vein, December footfall may be slightly stronger than the 2.1% deficit on last year that we have forecast, which would be welcome news for retailers.”
Unsurprisingly the parts of the country that saw the strongest week-on-week rise in footfall were the regions worst affected by the heavy rain and flooding of the previous weeks. In South West England and Wales, the number of shopping trips was 16% higher than the previous week, and in London and the South East figures were up by 12.1%.
Ipsos’ next RTI update on Christmas shoppers will be on the 11th of December.
Ipsos is an independent market research company controlled and managed by research professionals.
Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.
With offices in 84 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management. Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.
Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1.140 billion ($1.6 billion U.S.) in 2010.
Visit www.ipsos.com to learn more about Ipsos’ offerings and capabilities.
About Ipsos Retail Performance
Ipsos Retail Performance provides footfall monitoring solutions, shopper tracking systems and in-store behavioural research to retailers worldwide. Its core products - Shopper Count, Shopper Interact and Shopper Engage – scientifically measure all aspects of a shopper experience from store entry to exit. It supplies national and international retailers with essential business metrics to drive accountability and performance improvement.
Ipsos Retail Performance is home to the Retail Traffic Index series, which for over 10 years has been the industry’s leading tracker of national, regional and sector retail footfall trends. It is also co-founder of the KPMG/Ipsos Retail Think Tank, offering thought leadership on the state of retail health and the future of retailing.
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Ipsos Retail Performance Limited is registered in England and Wales under number 3552625 with its registered address at Minerva House, 5 Montague Close, London, SE1 9AY, UK. Ipsos Retail Performance is a wholly owned subsidiary of Ipsos.
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