In Q3 of this year, footfall in Dutch shopping streets decreased slightly compared to last year (-6.25%). July saw a significant drop, while August and September remained at 2023 levels. Despite the overall decline, weekends—particularly Sundays—are becoming increasingly popular among shoppers.

Weekends Regain Popularity as Shopping Moments
Further research indicates a growing preference for weekend shopping. Over the past three years, Sunday has grown in importance as a shopping day by 5.1%, while Saturdays have also seen a rise in visitors (+3.8%). This shift suggests that Dutch consumers are returning to weekend shopping as a shared activity, in contrast to the increased weekday shopping seen during and immediately after the COVID-19 period.

Peak Hours
Interestingly, there is a shift in shopping times as well. The peak hours are now predominantly in the afternoon; a 12.3% increase was observed between 12:30 PM and 4:30 PM. 

Challenges and Opportunities for Retail Areas
Despite the weekend trend, overall shopping visits are declining. Urban centers must focus on enhancing their appeal to attract visitors. Extending dwell times and creating an inviting environment with a diverse retail mix, cultural activities, hospitality, and services are crucial. Increasing residential offerings in city centers can stimulate demand for products and services. Additionally, greening efforts and incorporating more water features in city centers are increasingly seen as ways to enhance visitor experiences.

Regional Differences and Weather Impact
Footfall declines vary across regions. Larger cities are most affected, experiencing a 7.8% drop, while mid-sized cities with populations between 75,000 and 250,000 perform better, with only a 3.7% decline. Rainy conditions in Q2 caused a 14% drop compared to 2023, and while some of this is weather-related, the trend continued into Q3. Unfortunately, the growth seen in Q1 (+4.9%) has not been sustained.

Conclusion
While total shopping visits are decreasing, Dutch consumers clearly prefer weekend visits, with rising foot traffic on Sundays and Saturdays. Integrating shopping, culture, hospitality, and green spaces can greatly enhance the appeal of city centers and help them adapt to the changing preferences of shoppers.

For more information:
Huib Lubbers, Director of RMC, part of Motivaction
+31 6 21 88 52 93
h.lubbers@rmc.nl