High street footfall rises but retailers still miss the point

The sunshine may have brought shoppers back onto Britain’s high streets, but retailers shouldn’t celebrate too soon. New figures show footfall and sales improved in May as consumer confidence recovered, yet many shops are still failing to give customers what they really want: an experience worth leaving the house for. In an age when almost anything can be bought online, successful retailers are no longer selling products alone. They’re selling excitement, discovery, human interaction and a reason to feel good about spending money. Those that continue to rely on stock and discounts risk being left behind.

RETAILERS NEED A REALITY CHECK

Shoppers finally came out of hiding into the May sunshine. For retailers it was welcome relief, but behind the smiles, they’re still struggling to give customers what they really want: experiences, excitement and a feel‑good reason to spend.

Footfall may be up, but shops are still failing to give consumers a buzz.

Photo by freestocks on Unsplash

New figures from BDO, the accountancy firm that keeps tabs on Britain’s high streets and business confidence, show footfall bounced back in May after a grim April, when the fallout from the Middle East conflict sent fuel prices soaring and consumer confidence crashing. BDO

High streets were the big winners, with footfall down just 1.7% compared with last year, a huge improvement on April’s 10.7% slump. Shopping centres and retail parks fared worse, as record‑breaking temperatures kept people outdoors.

Sales on the high street grew 3.4%, according to BDO, as shoppers which some disposable income, finally loosened their purse strings. That’s encouraging. Consumer confidence also jumped to its highest level in five years, driven by consumers feeling slightly better about their finances and house prices.

Sunshine alone won’t save the high street.

What retailers are getting right

Some retailers are starting to understand what today’s shoppers want:

• Local convenience and community feel: High streets did best because people were already out and about. Local stores that feel part of the neighbourhood are winning.

• Quick-hit purchases: Food-to-go, beauty, gifting and impulse buys are holding up because they deliver instant satisfaction.

• Friendly service: Where staff are upbeat and helpful, customers stay longer and spend more.

• Small moments of joy: Retailers offering samples, demos, mini‑events or personalised advice are seeing better footfall and conversion.

What retailers are still getting wrong

Shoppers aren’t just looking for products. They’re looking for experiences, emotion, and reasons to feel good. Too many retailers are failing on all three because:

• Stores feel boring: plenty of stock without atmosphere and excitement. Shoppers want theatre, not warehouses.

• There’s no sensory appeal: music, scent, lighting, colour all matter. Too many stores feel flat and lifeless.

• There’s a lack of interaction. Customers want to try, test, taste, play, personalise. Most stores still treat them like browsers, not participants.

• Poor staff engagement is off putting. Undertrained, overstretched teams can’t deliver the warm, human experience shoppers crave.

• Ultimately there’s no emotional payoff. People want to feel good about spending. Retailers rarely tap into joy, pride, self‑care or discovery.

Retailers are still trying to sell products when shoppers want feelings. People don’t remember what you said or did but they do remember how you made them feel. If you made them feel good, they’ll buy and be back.

Trouble still ahead

Even with May’s bounce, the sector is far from safe. Rising energy prices, global conflict, and the closure of key shipping routes are pushing costs up again. Unemployment is rising and many households may be forced to tighten spending later this year.

Retailers are hoping the World Cup will deliver a summer boost, but any uplift could be short‑lived.

Shoppers will come back if retailers give them a reason to.

The high street can’t rely on sunshine, sport or luck. It needs:

• experiences worth leaving the house for

• stores that feel alive

• staff who make customers feel valued

• moments that spark joy, not just transactions

Retailers who get this right will thrive. Those who don’t will keep watching footfall melt away, no matter how bright the weather.