Liverpool’s high street is showing signs of recovery, with a retail expert predicting another rise in sales for 2026.
2025 showed a major increase from 2022 in in-store shopping, according to data from the Office for National Statistics.
And in 2025 Liverpool One reported a 10% growth in footfall as well as a strong uplift of 7% in overall sales during December.
However, national figures saw a decrease in footfall, according to the 2025 British Retail Consortium statistics.
Overall, Liverpool ONE saw a 3% annual increase in footfall during 2024, a positive growth consistently maintained since the pandemic and, once again, considerably ahead of national and regional figures.
Despite the continued growth of online shopping, with benefits such as discounts for students, figures released following the Christmas period and January sales show that footfall in physical stores are predicted to increased. Official data from the BRC will be released next Monday.
This points towards a shift in consumer behaviour, with more shoppers embracing a hybrid shopping experience that combines both online and in-store browsing.
Consumer behaviour expert, Dr Amr Al Khateeb, a senior lecturer in Marketing at Liverpool John Moores University, believes shoppers are craving the in-person experience once again.
He says people miss going into stores and enjoy being able to touch and see products in real life.
He explains that sensory marketing plays a major role, as shoppers can see, feel, and even smell products, which is something online shopping cannot offer.
He adds that people are more likely to make quicker purchasing decisions in-store, while online baskets are often abandoned or returned to later.
When asked if January sales are still about saving money, he said: “You spent a lot during Christmas, now you realise you got bills to pay, your probably running out of money, you definitely become price sensitive after that period.
“However, because you expect January sales anyway your more likely to participate in shopping even if you don’t have the immediate need to buy something.
“Also the psychological factors such as when there is a deal you get emotional satisfaction you need the hunt.”
However, not all retailers are benefiting from this shift. Modella Capital, which owns Claire’s and The Original Factory Shop, has confirmed that despite its best efforts, neither company is expected to trade profitably again.
Megan, 31, a shopper in Liverpool, said she feels saddened by the number of store closures.
She told us that while society is moving forward, it also feels like it is moving backwards, as the human experience of shopping is being lost.
While other like Jess 18, highlight the convenience of online shopping.
She said: “You don’t have to carry all the bags, or leave the house, people are lazy these days.”
