A decline in footfall across Wales in the “golden quarter” and a stagnant year overall has amplified calls for “meaningful intervention” for the retail sector.
According to WRC-Sensormatic data, Welsh footfall decreased by 3.1% in December, down from -0.4% in November.
Shopping centre footfall decreased by 6.2% in December, down from -1.6% in November. Retail park footfall decreased by 4.2% in December, down from -1.5% in November.
In December, footfall in Cardiff decreased by 4.4%, down from -3.2% in November.
For the three months to December – known as the “golden quarter” as it is often the busiest time of year which sees businesses make a disproportionate amount of annual revenue – footfall decreased by 2.2% year-on-year.
Overall, total Wales footfall in 2025 was unchanged at 0.0% compared to 2024.
Sara Jones, Head of the Welsh Retail Consortium, said:
“December’s footfall figures lay bare the scale of the challenge facing Welsh retailers. Despite sustained festive promotions, footfall declined across all destinations, rounding off a subdued quarter and a deeply disappointing year for the sector. Any post-Christmas uplift was marginal and far too limited to reverse the damage, highlighting the ongoing squeeze from rising operating costs, subdued demand and economic uncertainty. Without meaningful intervention, these pressures will continue to erode the viability of our high streets.
“With the Welsh Budget due to be voted on later this month, policymakers face a clear choice. Businesses across the high street ecosystem will be watching closely, particularly for clarity on the proposed rates surtax for medium-sized and larger stores. Imposing additional costs at a time when footfall is falling across every retail destination in Wales is wrongheaded and risks accelerating store closures, job losses and long-term decline. Without a change in direction, 2026 could easily become another year of shrinking footfall and missed opportunities for Welsh retail.”
Andy Sumpter, Retail Consultant EMEA for Sensormatic Solutions, said:
“December marked the seventh negative month in the past year for Welsh footfall, with shopper traffic down -3.1% year-on-year, bringing the golden quarter to -2.2%. Yet, despite these challenges, Wales finished the year flat at 0.0%, outperforming both the UK and the other devolved nations.
“Retail hasn’t necessarily got harder; it’s just become less forgiving – from shifting consumer demand to rising cost-bases across labour and business rate reform. This means retailers must break the cycle where cost-cutting impedes investment in the capabilities and services needed for sustainable growth.
“And while festive trading proved tough, there are still pockets of demand to be tapped. Shopper traffic rallied outside traditional peak days, showing buying patterns are changing – and those who adapt quickly will be best placed to capture these new opportunities.”
