Recent figures released by analytics company Springboard have revealed that the ‘Shop Aberdeen’ promotion scheme has successfully increased footfall in Aberdeen’s city centre by almost 12% compared to the same period last year.
The agency recorded 109,990 visitors coming into the city centre during the Shop Aberdeen weekend – compared to 98,311 last October.
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The initiative, which ran from October 24 to 27, 2024, aimed to revitalise the city’s retail sector and draw shoppers back to the heart of Aberdeen. Adrian Watson, chief executive of Aberdeen Inspired, expressed his satisfaction with the results. He commented:
“We couldn’t have asked for a better response from both shops and shoppers to our first Shop Aberdeen event – everyone seems to have embraced the concept of rediscovering the joy of shopping in person in the heart of Aberdeen.
“That so many of those taking part are reporting seeing new faces and welcoming new customers is mission accomplished for this first outing of Shop Aberdeen.
“Already we have decided that Shop Aberdeen will be back and are now consulting with retailers on how we can make it better and bigger and when its return would most benefit them – and the city centre.”
Shop Aberdeen was aimed at putting “bricks and mortar” retailers in the spotlight by offering shoppers unique discounts and offers on goods and items ranging from fashion to sportswear.
Commenting ahead of the event, Lauren Reid of Lolo + Co Boutique, an independent store on Union Street, shared her enthusiasm, saying: “Shop local is so important and Shop Aberdeen is the perfect opportunity to do that. We have to keep local businesses alive.”
Many of the 49 outlets who took part in the four-day campaign – which ended on Sunday, October 27 – said it brought in a raft of new customers and business, boosting trade and the wider city centre.
Those singing the praises of Shop Aberdeen included Rosemary Michie, of Michie’s on Union Street, who has championed the concept from its outset and said she was already looking forward to the next one.
She said: “Customers new and existing visited the store, knowing the event was on via social media and in the printed press.
“We were really encouraged to see so many in the business community come together to support this campaign by Aberdeen Inspired. A campaign not focussing solely on discounts, rather it was more about telling the world that there ‘are’ places to shop in Aberdeen, who they are and where to find them.
“The city centre still has many challenges to overcome, but Shop Aberdeen is certainly a step forward to helping change the narrative to into something more positive.”
That was echoed by Joanne Minty, store manager of New Look. She said: “We had customers asking what Shop Aberdeen was all about and many saying it was great we were participating.
“As a retailer I feel it’s important to get involved in these things – it can be a struggle at times competing with online shopping and anything that welcomes people back into our city has to be seen as a positive step.”
Other participants praising Shop Aberdeen included Aberdeen Vinyl Records, where a spokesman commented:
“Aberdeen Vinyl Records were delighted to take part in Shop Aberdeen. It really helped increase our own profile. More people know about us now than before. We had a 10% discount over the promotion but we certainly made that back in increase in business.”
Adrian Watson said: “There are, of course, many factors at play when comparing footfall year-on-year, and Shop Aberdeen was not the only event in town.
But we are certainly taking some satisfaction that the numbers suggest Shop Aberdeen was a factor in bringing more people into the city centre and, hopefully, we will see that increased footfall translate into increased spend to help local businesses.
“That is, after all, the aim of Shop Aberdeen and, indeed, everything which Aberdeen Inspired does.”
More news and details about the next Shop Aberdeen initiative will be announced in the coming weeks.
