Black Friday footfall declines as consumer caution persists

UK retail footfall on Black Friday 2025 fell compared to last year, despite an expected uplift in the week leading into the event, according to new data from Sensormatic.

The company reported that in-store visits on Black Friday (28 November 2025) declined by 3% year-on-year, reflecting continued consumer caution and pressure on household budgets.

It also linked the softer demand partly to uncertainty following the UK Autumn Budget, announced just two days before Black Friday.

Although Black Friday itself underperformed, shopper traffic in the preceding week showed modest signs of improvement.

Between 22-28 November 2025, total UK retail visits rose 1.1% year-on-year. High street locations performed more strongly, with store counts up 2.8% compared with the same week in 2024.

Footfall also strengthened on a week-on-week basis, climbing 54.9% compared with the previous week and rising 78.5% versus the average of the two prior Fridays.

Retail parks recorded a 0.2% year-on-year increase on Black Friday itself, while shopping centres delivered the strongest week-on-week growth, with visits rising 63.8%.

According to Sensormatic EMEA Retail Consultant Andy Sumpter, shoppers are increasingly cautious, taking longer to seek out deals and delaying purchases in hopes of deeper discounts.

"Consumer caution is disrupting demand patterns, shifting buying behaviours and creating spend hesitancy. However, despite a mixed start, retailers have cause for cautious optimism, with polling suggesting it’s a case of ‘when’ not ‘if’ consumers will buy," he said.

Total UK spending over the Black Friday weekend is forecast to reach £9.5 billion, representing a 4.2% increase on 2024.

In-store traffic data from across the Black Friday weekend showed that, after a mixed start, footfall strengthened as the days progressed.

Overall weekend footfall was up 0.7% compared with 2024. Sunday 30 November 2025, delivered a "strong" performance, with traffic up 5% year-on-year and 13.2% week-on-week. While Saturday 29 November 2025, recorded 1.9% fewer visits than in 2024, it still showed significant momentum, rising 19.4% compared with the previous week.

Beyond Black Friday, the highest footfall levels are forecast for the final days before Christmas. ‘Super Saturday’ on 20 December is expected to be the busiest shopping day of the season, with Tuesday 23 December tipped to be the third busiest.

With Christmas falling on a Thursday for the first time in more than a decade, retailers may also benefit from more sustained traffic in the week leading up to 25 December.

"The holiday rush is only beginning, and retailers still have time to make last-minute adjustments that can help capture conversions and drive performance," added Sumpter.

"And that means staying close to the data - from sales floors throughout their supply chains and into the market - while focusing on streamlining experiences and promotions. This work will not only help ensure they win share of wallet during the Peak Trading season but the year to come, as the majority of retailers who overperform in December carry that momentum into year ahead."