Virgin Media O2 Business has published its latest Movers Index, revealing that UK retailers are hopeful for a summer surge, following a 4 per cent increase in weekend high street tips in Q2, compared to the first quarter of the year. This is a promising sign after falling high-street trips were seen in Q1 and Q2 last year.
The quarterly Movers Index is based on combining anonymised and aggregated UK movement data from O2 Motion with national polling findings, to reveal key behavioural trends. The combined data paints an accurate picture of movement patterns and the trends influencing them.
The outlook is optimistic for retailers this summer; 55 per cent expect the summer holidays to have a positive impact on their business, as a quarter (25 per cent) of consumers plan to increase their spending over the next three months. This summertime spending surge will be crucial for retail businesses following a difficult Q2, where 38 per cent of Brits cut back on non-essential purchases and 41 per cent were more budget-conscious when shopping.
Spending this summer will largely be driven by seasonal food sales, with 60 per cent of Brits more likely to host a barbeque at home than head to the pub. This comes as over half (54 per cent) admit going to the pub less to save money. Meanwhile, almost half of Brits (49 per cent) will spend time eating ‘picky bits’ in the garden, with the nation’s preferred picnic items revealed as crisps or similar savoury snacks (56 per cent), fruit (50 per cent) and sausage rolls (46 per cent). To cash in on consumer demand and maximise revenue, 41 per cent of retailers are planning to introduce special summer deals and discounts.
Despite a 1 per cent drop in weekend high-street trips to retail areas in Q2 compared to last year, 56 per cent of Brits still prefer shopping in person to using online apps, as they feel more confident that they know what they are getting in-store. 42 per cent agree that products sold through online shopping apps are never as good quality as those sold on the high street.
Brits also remain loyal to local businesses, with 55 per cent of shoppers stating that supporting their high street is important to them when making purchasing decisions. On average, shoppers would pay 35 per cent more in-person for an item they could purchase online if it meant supporting a business on their local high street – a 6 per cent increase from Q2 2024 (29 per cent).
Technology is another key factor bringing Brits back to the high street, with 48 per cent of consumers frequently using tech solutions to enhance their in-person shopping experience in the past three months. When asked which technologies would entice them to shop in-person more, consumers top responses were same-day delivery from local stores (32 per cent), real-time stock availability systems (29 per cent) and personalised in-store offers, via smartphone (20 per cent).
Mobile data shows a 2 per cent decrease in commuting trips to major towns in Q2 compared to the same time last year. Breaking it down by age range, those aged 25-34 have decreased their commuting trips by 10 per cent year-on-year, whereas morning commutes for 18–24 year-olds have increased by 8 per cent, suggesting younger professionals enjoy going into the office more.
To drive increased office attendance, over three quarters (78 per cent) of office-based businesses have now mandated at least three days per week in the office. The most common incentives to encourage employees to return to the office are flexible hours (40 per cent) and comfortable office amenities (40 per cent). Employees are making the most of these perks, as one in four (26 per cent) admit heading into the office for free air conditioning in the warm summer months.
British workers plan to take an average of 7 days of annual leave this summer, with 34 per cent taking 10 days or more. For most Brits (30 per cent) holidays and trips are set to be their top spending priority over the next three months.
Jessica O’Connor, Director of Product at Virgin Media O2 Business, said: “The latest Virgin Media O2 Business Movers Index highlights the potential for summer to bring a welcome retail boost, as Brits flock to the high street. Mobile data reveals a surge in retail trips this quarter, signalling a promising shift in contrast with last year’s shopping dip over the same period.
“For retailers to the make the most of summertime spending, it will be key to provide customers with the in-store convenience and experience that they’re looking for – from real-time item availability to mobile promotions on high-demand items such as picnic food and holiday essentials. Shoppers are seeing the value making purchases in-person, as long as the experience is smooth from the moment they step inside.”
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