Mall traffic rises 3.1%: keys for wholesale footwear

The return to in-store shopping: June figures

Spanish shopping centers have recorded a 3.1% increase in footfall during the past month of June compared to the same period in 2023, according to data collected by Sensormatic Solutions. This uptick, also observed in Portugal with 2.5%, reflects a trend of recovery in in-store consumption, especially coinciding with the start of the summer sales campaign.

The figure, although moderate, is significant for the footwear sector because shopping centers remain one of the main sales channels for shoe stores, both independent and chain-affiliated. Greater footfall implies, in theory, a larger number of potential customers stepping into the store, but capitalizing on this traffic depends on how the point of sale and product offering are prepared.

Implications for the footwear retail store

For a footwear retailer, the increase in visitors at the shopping center is an opportunity not to be wasted. The key is to convert that traffic into actual sales. Some specific actions that can make a difference:

• Sales-focused window display: A window display that clearly communicates discounts and seasonal novelties captures the attention of the indecisive passerby.
• Optimized stock: Having the most demanded sizes and models during sales avoids customer frustration and reduces losses from lack of turnover.
• In-store experience: Personalized service, clean fitting rooms, and a pleasant atmosphere invite a longer stay and therefore a higher likelihood of purchase.

Additionally, the retailer must keep in mind that traffic is not homogeneous: June brings together both sale shoppers and tourists. Adapting the assortment to both profiles can be a success. For example, including sandals and light footwear for summer, but also more formal options for the tourist looking for a souvenir or a last-minute purchase.

What this trend means for the footwear wholesaler

For the wholesaler or manufacturer supplying shoe stores in shopping centers, the increase in footfall is an indicator that retailers will need to restock more frequently, especially if sales campaigns go well. This implies:

• Adjust delivery times: An agile supply chain allows the retailer not to lose sales due to lack of product at the peak moment.
• Anticipate demand: Analyzing historical sales data in shopping centers helps predict which models and sizes will have the highest turnover during the summer sales.
• Offer flexible terms: Wholesalers that allow partial returns or longer payment terms will make it easier for the retailer to risk ordering more units, relying on high traffic.

The wholesaler must also pay attention to traffic trends in the coming months. June marks the start of summer, but July and August usually behave differently. If the trend continues, it could be a particularly strong season for summer footwear.

Context of the Spanish footwear market

Spain is one of the European countries with the highest density of shopping centers, and footwear is one of the categories that generates the most traffic, along with fashion and accessories. However, the sector has been undergoing digital transformation for several years: e-commerce continues to grow, but the Spanish consumer increasingly values the physical experience. The data from Sensormatic Solutions confirms that the in-store channel is not only not dead but is recovering.

Nevertheless, not all shopping centers benefit equally. Complexes located in tourist areas or with an attractive commercial mix (leisure, restaurants, fashion) are the ones leading the increases. For a shoe store, choosing a location within a high-traffic shopping center can be more profitable than opening on a commercial street with less footfall.

The 3.1% increase is a sign that consumers are returning to browsing stores, but the final purchase decision depends on the offer and the service received.

For the wholesaler, this data reinforces the importance of having a distribution network that reaches shopping centers quickly and efficiently. Logistics becomes a differentiating factor, especially in sales campaigns where replenishment time can be critical.

In a context of controlled inflation and some optimism in consumption, the summer sales season presents good prospects. Wholesalers who can read these signals and adapt their offer to the needs of the retailer will be better positioned to close orders and retain customers.

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