Strong Christmas for Springfields Outlet as revenue uplift beats footfall rise

By

Sandra Halliday

Published
Jan 11, 2019

Springfields Outlet in Lincolnshire had a good Christmas with its 14th year of consecutive growth and revenue and footfall both seeing healthy rises. But with footfall up 9% and revenue rising 15%, it was clear that shoppers were prepared to loosen their purse strings and spend more than usual, adding further evidence of the strength of the outlet channel.

The mall seems to have benefited from its rebrand last year and the £1.2 million integrated leisure offer opening. The company said that research by Pragma shows “that the inclusion of leisure is increasingly important in driving footfall to a scheme.”

And with retailers seeing a boost from more leisure options, it seems that more aspirational names are signing up for the mall with the latest signings there including Jack Wills, Joules, White Stuff and The Cosmetics Company Store.

During the Christmas trading weeks, the mall saw its most successful late-night trading period and highest ever weekly sales volume with 66% of all retailers who’d been there for a year or more trading “above last year by as much as 63%.” Weekly turnover overall increased by up to 20%.

That most successful late-night trading period ever saw an increase in sales post-18:00 of 27% and footfall up 30% from November 19 to December 20. 

And the outlet justified the expense of its Christmas lights event too. They were turned on by Peter Andre and attracted a crowd of over 6,000 people, which drove revenue in the stores up 22%.

Meanwhile, the Winter Sale saw revenue rising 10% for its first week starting on Boxing Day.