The year 2024 was marked by unpredictable trends in Dutch shopping streets. According to the annual analysis by Retail Management Center (RMC), based on sensor data from nearly 100 shopping streets and centers, footfall decreased by 3.4% compared to 2023. While the first quarter had a strong start, the wet spring led to a decline in visitor numbers. 

Weather: A Key Factor in 2024
Weather played a crucial role in shopping behavior. The wettest spring since 1906 resulted in a weak second quarter with fewer visitors. In contrast, August became the busiest month of the year due to exceptionally warm weather. The busiest week occurred in the summer: from July 22 to 28, during the first week of vacation for all regions, shopping streets were crowded.

In November and December, favorable conditions and events like Black Friday contributed to a relatively strong end to the year. While December remained the busiest month, the drop in visitor numbers aligns with a trend observed over the past few years.

Weekend Traffic Recovers, Late-Night Shopping Declines
Consumers seem to be favoring the weekend once again for shopping. Sundays, in particular, saw a notable increase (+6.77%), while Saturdays showed a slight rise (+1.21%). In contrast, footfall on weekdays decreased. This shift suggests that the lingering effects of the COVID-19 pandemic, which greatly altered shopping behavior, have mostly disappeared.

A striking contrast is seen in the popularity of late-night shopping. Thursday evenings saw a -19.8% decrease in visitors, especially in the final hour. However, differences between cities are significant: in cities like Haarlem and The Hague, late-night shopping remains stable, while cities like Breda and Middelburg show a clear decline.

Shopping During Peak Hours
Along with the shift to weekend shopping, consumers are increasingly choosing peak hours between 12:00 and 5:00 PM. As a result, the spread of visitors throughout the day has become narrower, while perceived busyness remains high.

Large Cities Struggle
Large cities (with populations over 250,000) had the toughest time in 2024, with a 5.6% decrease in foot traffic. The slow recovery of tourism after the pandemic may be a contributing factor. Medium-sized cities (75,000-250,000 inhabitants) performed better, with a smaller decline of 1.72%, while smaller cities remained closer to the national average decrease of 3.38%.

Busiest Moments of 2024

• Busiest Month: August, driven by warm summer weather
• Busiest Week: Week 30 (July 22-28), the summer vacation period for all regions
• Busiest Day: King's Day (April 27), despite limited revenue opportunities for retailers
• Busiest Time: 14:30-15:00, consistent with previous year

All this information is summarized in a factsheet. Click here for a quick overview of shopping street traffic in 2024.

Outlook for 2025
RMC does not make concrete predictions for 2025, as the dynamics over the past two years have proven difficult to forecast. However, we continue to closely monitor developments. According to CBS, retail is expected to show positive growth in 2025, mainly driven by price increases. Whether this will lead to a recovery in foot traffic remains uncertain, but shopping behavior trends and regional differences will remain subjects of analysis.

About RMC
RMC specializes in measuring and analyzing shopping street footfall, providing retailers with valuable insights into consumer behavior. With sensor technology in shopping areas across the Netherlands, RMC helps identify trends and optimize strategies for physical retail.

For more information on the report or detailed city-specific data, visit www.rmc.nl or contact us at info@rmc.nl.