The Hammersmith BID – HammersmithLondon – has released its Christmas Report, showing that the period was successful for the town centre.
While the national 2015 Christmas trading period may have been bleak for some high streets with footfall trends heavily affected by online shopping, Hammersmith managed to avoid this pitfall with the majority of retailers recording a strong festive season.
The report shows that 68% of businesses surveyed reported that their revenue increased during this time while 58% said their footfall was also up.
Despite the national trend, more than half of businesses recorded similar or increased sales compared to 2014. However not all traders had a buoyant December, as fashion retailers in particular felt the detrimental effects of the unseasonably warm weather which affected their year-on-year sales.
Retailers gave a number of reasons why they felt Hammersmith had gone against the grain, which included stronger offers and promotions, stores becoming more established and the BID’s Christmas campaign.
For 2015, HammersmithLondon devised a campaign specifically aimed at increasing footfall, dwell time and spend in the town centre while also creating a fun and festive atmosphere for workers, residents and visitors. Christmas Lights and a 25ft tree were installed in early December and once again free gift wrapping was available to anyone who had bought a present in Hammersmith – this year the BID’s festive team wrapped more than 2,000 items over 15 days.
The BID’s digital campaign encouraged people to download the Free E-Privilege Card Smartphone app, which allowed them to unlock discounts and deals at the town’s shops, restaurants and pubs. Once they had downloaded the App they could also take advantage of the HammersmithLondon Giving Tree, an innovative digital tool which allowed users to receive messages from the Lyric Square Christmas Tree via the app. Shoppers surveyed in the report felt the BID’s contribution to the town centre was excellent with initiatives such as the gift wrapping helping to give Hammersmith a unique offer.
BID Director Patricia Bench, said: “Hammersmith enjoyed a solid Christmas with many of the town’s retailers recording strong sales and a rise in footfall during the festive period which is encouraging when you consider, that nationally, high streets didn’t fare particularly well.
“However, along with national trends fashion retailers were affected by the unseasonably warm weather which had an impact on the sales of their winter ranges.
“The BID’s own Christmas campaign was well received and initiatives such as the free gift wrapping helped to attract shoppers into the town centre and bolster and shops’ own offers and promotions.”