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“Sale of all Sales” Creates Record Shopper Surge

Retail Traffic Index (RTI) figures from analysts SPSL, now part of global research company Synovate, show that 27^th December was the busiest shopping day of the year so far and even registered a small rise of 0.1% against the same date last year, which itself was the busiest shopping day of 2006.

SPSL’s spokesman, Dr Tim Denison said; “The 27^th December has retained its place at the top of the tree as the busiest shopping day of the year, 1.4% busier than the pre-Christmas high which occurred on Saturday 22^nd December this year. Whilst we had expected this to be the case, we were still impressed that it was even busier than last year, given the somewhat up and down nature of shopper number comparatives this Christmas.

“The primary stimulus seems to have come from retailers who have really gone to town with discounts this year, making this year’s the ‘Sale of all Sales.’ Britons have a voracious and insatiable appetite for Sale shopping and bargain hunting and so, even after just one day’s rest (or in some cases no rest at all), people have been queuing to get back into the shops.

“Of course, Sale shopping is primarily about shopping for oneself rather than for others – in stark contrast to Christmas. It is probably this difference which empowers shoppers to square the circle and mentally justify another spending spree. The atmosphere of Sale shopping is unlike any other time of the year. Frenzy is fuelled from fear of missing out on bargain goods that are perceived unlikely to be there the next day. Sale time is about immediacy and instant gratification, a series of deeply-satisfying grab-and-go personal victories; something that the high street delivers far better than the internet.

“Retailers are playing their part to ensure that shoppers aren’t just attracted by headline-grabbing discounts claims, either. The genuine bargains out there do appear far more widespread than in recent years. There is a clear desire for retailers to capitalise on the surge of shoppers over the first few days of the Sales, acutely conscious that quieter times are expected just around the corner. Clearing stock whilst the crowds are in full cry has to be every retailer’s imperative over the next fortnight. With a weekend now ahead of us we are already seeing what may prove to be a record start to the Sales.

“Boxing Day was also busier than last year, by 1.6%, but it pales into insignificance against the 27^th, because fewer stores chose to re-open that day, creating less of a pull.  Even in London’s West End, where Selfridges, for instance, opened on Boxing Day, there were almost 18% more shoppers on the 27^th in the stores that opened both days.”

Retail Traffic Index figures at a glance:

• Boxing Day vs 26^th Dec 2006, UK: +1.6% (year-on-year)
• Boxing Day vs Wed 19^th Dec 2007, UK: -11.0% (week-on-week)
• 27^th Dec vs 27^th Dec 2006, UK: +0.1% (year-on-year)
• 27^th Dec vs Thurs 20^th Dec 2007, UK: +20.5% (week-on-week)

All enquiries for follow up or interviews with Dr Tim Denison should be directed to Theo Chalmers at Verve PR on 01908 275271 (weekdays) or 07932 004632.

About SPSL - now part of Synovate

Established in 1989, retail research group SPSL is Europe’s leading provider of proprietary tools for scientific footfall monitoring and behavioural analysis deployed by retailers. SPSL monitors more than 1.02 billion visits to over 4,600 retail premises per annum in the UK and currently operates in 14 European countries and in North America. Its customers include many of the retail industry’s most successful companies across all retail sectors except grocery, convenience and minor retail service sectors.

SPSL is trusted by retailers to provide high accuracy, mission-critical Key Performance Indicators to measure customer volume, sales opportunities, conversion rates, staff stretch, promotional activity and in-store lay-outs.

In December 2007 SPSL became part of Synovate, the market research arm of Aegis Group plc. With over 5,700 staff in 115 cities across 51 countries, Synovate provides clients with cohesive global support and a comprehensive suite of research solutions.More information on SPSL can be found at www.customercounting.com; on Synovate at www.synovate.com.

For PRODUCT information please contact:                                                                   

Dominic McGuinness                                                                                                   

SPSL
34 Walker Avenue
Wolverton Mill
MILTON KEYNES
MK12 5TW                                                                                                                      

Tel: +44( 0)1908 682700
Fax: +44( 0)1908 682739
e-mail: info@spslretail.com                                                                                             

MEDIA enquiries (SPSL) to:

Theo Chalmers

Verve Public Relations
Park House, 8 Grove Ash
Mount Farm
MILTON KEYNES
MK1 1BZ

Tel: +44( 0)1908  275271
Fax: +44( 0)1908  275272
e-mail: t.chalmers@vervepr.co.uk

The SPSL Retail Traffic Index uses systems for counting people and footfall along with customer tracking, pedestrian counting  and retail traffic counting to aid staff scheduling and improve your retail performance.