Hammersmith enjoys a festive boost in visitors
For the 2017 Christmas period, HammersmithLondon delivered a campaign to drive footfall and encourage spend in the town centre. Despite the continuing challenges from retail parks and the increase of online sales, footfall statistics revealed that more visitors and shoppers visited Hammersmith Town than previous year.
Feedback from retailers suggested that though footfall was high, sales performance was mixed. While some retailers spoke about experiencing positive sales by focusing their retail offer on ‘gifting’, some retailers believed sales were affected by competition in their sector, continued redevelopment taking place in Kings Mall and having an offering not compatible with Christmas.
The HammersmithLondon ‘Shop Local’ campaign promoted Hammersmith as a great place to enjoy the best festive entertainment and leisure as well as a wide choice of shopping options.
We decorated the BID area with Christmas trees and illuminated King Street with lights, making Hammersmith a brighter place for shopping and leisure. The popular Christmas Cabin returned to Lyric Square offering free gift wrapping for gifts bought in the Hammersmith BID area and through partnerships with local businesses we were able to offer giveaways and prizes.
During lunchtimes, local schools performed songs by the Christmas tree in Lyric Square, bringing smiles to many shoppers. Lyric Square also hosted a Christmas photo frame and Santa workshop scene encouraging shoppers to partake in some photo fun.
Hammersmith continues to become an attractive area to do business with a growth of offices opening in the area. With this increase in traffic, retailers are finding Hammersmith a productive location with shopping centre redevelopments and new retailers opening this year. The future is looking positive.
A full report on Christmas will be available shortly.