Shoppers flock to the Boxing Day sales, Hammerson’s Retail Tracker reports

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Hammerson’s Retail Tracker (HART), which monitors sales activity across its shopping centres, reported a like for like sales boost of 1.0% yoy for the week ended 26 December 2015.

Across the portfolio, total sales for the eight weeks to 26 December increased 2% yoy (-0.8% LFL) as customers made the most of promotional activity during the festive trading period, which began with a Black Friday bonanza across Hammerson’s centres.

Demonstrating continued appetite for the traditional post-Christmas sales period, footfall on Boxing Day increased 3.9% yoy across Hammerson’s portfolio of UK shopping centres. At Brent Cross, better than half price deals at stores including Fenwick saw customer traffic increase over 20% yoy. Bullring welcomed close to 200,000 customers, with River Island the best performing store from the retailer’s portfolio on the day.

Perhaps a reflection of consumers preparing their homes for the holiday season and impending arrival of friends and family, sales in the Homeware category increased 18.2% in the week ended 26 December. Knockout category performances across the year have included Jewellery (+7.0%) with purchases of luxury watches and diamonds demonstrating a return to consumer confidence spreading across the regions; and Sports & Outdoor (+7.9%) as customers continue to embrace healthier and more active lifestyles.

CEO David Atkins said: “Customers are undoubtedly the winners from Christmas 2015.  Unseasonably mild weather and price deflation have produced a challenging combination for fashion retailers this month, but with promotional activity now beginning in earnest on Black Friday, customers are voting with their feet.  I’m delighted that our premier shopping destinations continue to welcome more and more customers; with a near 4% uplift on Boxing Day alone, it’s clear that our strategy to create destinations that bring the very best retail, leisure and entertainment brands to customers is the right one.”