Retail and recreation rebounds

[7th May] Following the reopening of non-essential retailers and hospitality venues, footfall across Northern Ireland took a significant jump. Retail and recreation locations saw the average footfall across the week at 73%, an increase of 17% week on week. The reopening of the sector combined with the Bank Holiday weekend enticed people back out to high streets and beer gardens once again.

With new places to go and a chilly period of weather we are unsurprised to see a slight drop in the average footfall around parks, with the average at 119% of baseline, down 13%. These locations remain very strong for advertisers seeking to target audiences in a leisure setting, particularly those in the leisure and entertainment sectors.

To coincide with increased venue opening, driving activity saw growth too. Apple mobility data reports driving activity in NI was up 4% week on week to 118%. Friday 30^th and Saturday 1^st were the initial reopening days and saw driving activity reach 139% and 128% respectively; much higher than we’ve seen in the past. Congestion too was higher, with TomTom reporting levels greater than those seen in 2019.

Google mobility data for workplaces remains steady, at 69% of the baseline with no weekly change. Grocery and pharmacy footfall stayed high, at 108% of the baseline, a slight increase of 2% week on week.