Understanding the Impact of Local Events on Retail Traffic

Local events represent a significant opportunity to drive footfall to retail stores and, consequently, improve sales. However, capitalising on these opportunities requires more than just an awareness of such an event; it requires a deep understanding of how these events influence consumer behaviour and retail traffic. This is where footfall data analytics becomes an invaluable tool for retailers, local councils and shopping centres.

By providing accurate insights into visitor behaviour, retail analytics reports like ours enable businesses to pre-emptively align their operations and marketing efforts with the sudden influx of potential customers. Let’s take a look into how local events impact retail footfall, and outline some strategies retailers can utilise to maximise these opportunities in the future.

The Significance of Local Events on Retail Traffic

Local events, from concerts and sports games to holiday festivals and community parades, can significantly alter the footfall landscape for nearby retail outlets. These events act as magnets, drawing large crowds that, while primarily focused on the event itself, also present a ripe demographic for surrounding businesses.

Retail analytics is a key piece of business intelligence, offering retailers a clear picture of how footfall patterns shift in response to local events. This data not only captures the increase in visitor numbers but also provides insights into critical metrics such as dwell time, visitor origins, and peak visiting hours. Armed with this knowledge, retailers can take better advantage of the following:

1. Sales Opportunities: The most direct impact of increased footfall is the potential for higher sales volumes. More people passing by or entering the store increases the likelihood of purchases.

2. Brand Exposure: Events bring people from diverse demographics, many of whom might be first-time visitors to the area. This provides a unique opportunity for retailers to introduce their brand to a new audience, expanding their reach.

3. Market Testing: The varied audience that comes with event-driven footfall allows retailers to test new products or marketing strategies on a wider demographic set. Coupled with data insights, this can yield valuable information into consumer preferences and patterns of behaviour.

Strategies for Capitalising on Increased Traffic

1. Event-Driven Promotions: Tailor promotions and offers to coincide with local events. If the data indicates a surge in footfall due to a nearby concert, retailers might consider extending store hours or offering special discounts to concert-goers. Such targeted promotions can attract event attendees, turning passing foot traffic into potential sales.

2. Create an Event Ambiance: Align your store’s theme with the event to draw in the crowds. For example, if the local sports team is playing, decorate your store in the team’s colours and potentially even offer related merchandise or promotions. This creates a welcoming atmosphere for fans and encourages them to stop by.

3. Partnership Opportunities & Exclusivity Deals: Retailers can explore partnerships with event organisers for mutual benefit. By offering exclusive discounts or promotions to event ticket holders, businesses can drive traffic to their stores. Whether it’s showing an event ticket or wristband, exclusive deals can entice event-goers to visit your store during and after the event. In turn, event organisers can leverage these partnerships to add value to their offerings too 

4. Analysing Post-Event Data: The value of our data insights extends beyond the event itself. By analysing footfall patterns pre and post-event, retailers can gauge the success of their strategies and identify areas for improvement. This continuous learning process is vital for refining future tactics to capitalise on local events more effectively.


Local events present a unique opportunity for retailers to utilise increased footfall and, by extension, sales. Data analytics offers a window into the behaviour of potential customers, enabling retail owners to create sales and marketing strategies that align with the dynamics of event-driven traffic. By understanding the impact of events on retail traffic, and employing data-driven strategies, stores can not only maximise the immediate benefits of increased footfall but also lay the groundwork for sustained business growth. In the ever-competitive retail landscape, the ability to adapt and capitalise on these opportunities can make the difference between surviving and thriving, making event and retail data insights like ours an invaluable strategic asset.


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Annual visitor behaviour data Report 2023

Annual Footfall Report 2023

Download our latest report here The Annual Report explores the footfall dynamics across 12 regions in the UK for the year 2023,

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