New West End Company

December 05 2009

Three miles of London’s premier shopping streets, Oxford Street and Regent Street, welcomed over 2 million shoppers today for the West End’s 5th traffic-free VIP Day (which stands for Very Important Pedestrians.)

Over £200m was predicted to have gone through the tills of West End stores at the final end of day count for what retailers called “the best day’s trading in two years” and “the best traffic-free day ever”. From TVs; to beds & luxury silk bedlinen; to designer bags and fine jewellery – shops reported “outstanding sales.”

VIP Day is now thought to be the World’s Biggest Christmas Shopping Day, in terms of the size of the size and scale of the event, as well as the number of visitors it attracts from all over the UK and Europe - with French, Italian & Spanish visitors registering the highest European shopper groups during the day.

Over 1,000 buses were re-routed to provide shoppers with a stress-free and traffic-free Christmas shopping zone.  Over four million square feet of retail space came together across the two streets to reward Christmas shoppers on VIP DAY.  Event organisers, New West End Company, claim that over a half a million pounds worth of free entertainment, events, rewards and promotions were booked for the day.
 
West End VIP Day organisers New West End Company said that the district’s 600 stores were hoping for a strong shopping day, but that many stores had to call in extra staff as the shoppers came out in force for bumper post pay-day Christmas shopping weekend.  American Express, sponsors of VIP Day, were offering double rewards across all their cards, which drove shopper footfall from all over the UK on the day.

Diane Werle at Springboard, which manages the footflow count for over 300 High Streets across the UK, “The country as a whole was set to see strong footfall this weekend, as a study of five year trends shows that the first Christmas shopping Saturday in December, after November pay day, is traditionally a bumper one.  However, the footfall and buying appetite in the West End today was ahead of expectation.”

Says Jace Tyrrell, New West End Company, “The shopping appetite has been exceptional today, with many stores reporting excellent sales in big ticket items before the January VAT change.  Within the first hour this morning, we estimate that over 400 televisions had sold with the price point averaging over £1,000 a set.
“Fashion accessories did roaring trade this morning, over 1,000 luxury bags with the average price point of £700 sold by midday today.  

Many stores reported that the European shoppers are still boosting luxury sales, with stores reporting sensational sales of Mulberry & Louis Vuitton today, with fine jewellery at Selfridges & Liberty also selling well.”

Says Lan Tu, Head of Merchant Services for American Express, "We have given our cardmembers millions of rewards points today, and they clearly have been out enjoying their shopping and all of the special events on offer. With our double rewards points promotion available across 13 different rewards schemes, we think this could prove to be the most rewards that American Express has ever issued in a single day in the UK."

Says Fabio De Genaro, “I came to the West End to do my Christmas shopping this weekend as it will save me over £800 and I will have a lovely weekend here with my partner.  The Mulberry Bayswater bag I bought just now from Selfridges cost £595 - whereas in Milan this would have cost me 750 euros – so a saving of £88.  That will more than pay for my tickets to see The Nutcracker tonight.”

Says Meave Wall, Selfridges Store Director, "VIP Day has a great start outside our doors and is proving very successful in-store too. We are outperforming our sales overall compared to last year on the same day and all things Christmassy especially are flying off the shelves. Our freshly cut Christmas trees, the first ever to be sold on Oxford Street, are selling like hot cakes. Gift-shopping is also heavily on our customers' minds and beauty products, fragrances and scented candles are all doing extremely well today too."

Says Ed Watson, Spokesperson for Debenhams, "VIP Day continues to go from strength to strength and this year was no different. Merino jumpers, Jasper Conran handbags, jars of jelly beans, Marc Jacobs perfume were just some of the things on the top of customers Christmas lists.”

Ian McCavish, General Manager at The National Geographic Store says, “We have had a strong start in December and expect the trend to follow for the remaining of the time leading up Christmas.  We have seen a significant increase items such as technical apparel, books and home accessorize. If the confidence in the shoppers continues, I would expect an overall increase in retails sale with at least 15% this Christmas.We expect that today will be one of the busiest Saturdays days of the year with an increase of 20% on a normal Saturday.”

Adds Melanie Wright, who was shopping at Liberty, “I used to spend most Saturdays indulging in retail therapy and on average bought at least two new fashion items a week, but today is the first time I have been wardrobe shopping for three months.   I came out for Christmas presents and then thought – my need is greater!”

With VAT rates set to rise to 17.5% VAT in January, shoppers took advantage of the current 15% VAT rates when purchasing big ticket items. 
 
The stores themselves put on free street entertainment & pampering including Selfridges Pop Up Panto shows outside the front of the store – featuring 30 panto dames kicking the day off at midday.  A special bed zone at Oxford Circus – with luxurious linen and bouncy mattresses – gave visitors the option of a “retail therapy nap” in between store visits. 

Boris Johnson, The Mayor of London, said, "Throughout this difficult year I have been amazed to see the West End, through hard work and innovative marketing, continue to pull in the crowds. Today is no exception and who would not be attracted to the greatest shopping district on the planet, dressed in its festive finest, brimming with great bargains and best of all, traffic free."
 
American Express, sponsors of VIP Day, offered West End shoppers the chance to double their rewards points across all American Express branded consumer cards from the UK and across all 13 rewards schemes, from BA Miles, Membership Rewards® and Cashback to Airmiles®, bmi destinations miles and Virgin Atlantic Flying Club miles. 
 
Peter Hendy, London’s Transport Commissioner, said, "We are delighted to once again support the West End’s VIP Day, which grows in popularity each year.  For the fifth year running Oxford Street and Regent Street will be effectively pedestrianised.  A number of bus routes will be diverted throughout the day to provide shoppers with a unique traffic free environment.  Tube services remain unaffected enabling easy access to the area via Marble Arch, Bond Street, Oxford Circus and Tottenham Court Road.  TFL continues to work closely with Westminster Council, New West End Company and local businesses to balance the needs of both the travelling public and this premier shopping destination.”
 
Cllr Colin Barrow, leader of Westminster City Council, said, "This special event gave our visitors and businesses some much needed cheer, and the atmosphere was amazing. The West End provides employment for nearly 300,000 people so it is vital we do all we can to support it.”

London’s West End has over 600 shops, 176 flagships, 40 theatres and more than 2,000 bars and restaurants. Further information can be found on www.westendlondon.com/vip