Oxford bucks national trend with city centre footfall increase in December

Oxford City Council data shows 2.68 million people visited the city centre in December 2024, compared to 2.56 million a year earlier.

This 4.76 per cent increase bucks the national trend, as the British Retail Consortium reported a 2.7 per cent decrease in high street footfall across the UK in December 2024 compared to the previous year.

Despite the increase, footfall remains slightly below pre-pandemic levels, with 2.81 million visitors recorded in December 2019.

However, Oxford is faring significantly better than other UK high streets, the council said.

Christmas shoppers in Oxford city centre (Image: Newsquest) Figures from MRI Software showed across the UK, high street footfall was 5.3 per cent lower on December 23, 2024, which was expected to be the year’s peak Christmas shopping day, than it had been on the same day in 2023.

Oxford’s city centre continues to be a strong draw for visitors, particularly during the festive season.

It is possible that Oxford’s performance reflects a broader trend of cities performing better than smaller towns as consumers looked for unique festive experiences.

Councillor Alex Hollingsworth, cabinet member for business, culture, and an inclusive economy, said: “High streets across the UK have faced real challenges in the past few years, so we’re proud that Oxford has continued to thrive as a destination.

“Our city centre continues to evolve to meet changing needs, ensuring we provide fantastic experiences as well as being a shopping destination.

“Events like Christmas in Oxford are part of our commitment to making the city centre more vibrant and exciting throughout the year.

“We will continue to work hard to make sure Oxford remains a world-class city for residents and visitors.”

December 2024 saw a new Christmas event on Broad Street, organised by Keston Events.

Oxford Christmas market (Image: Keston Events) Christmas in Oxford included a community stage with a varied programme of musical performances, an Alpine Lodge Bar, and carousel, as well as food, drink, and gift stalls.

The varied offering encouraged repeat visits while extended opening hours, from November 23 to January 5, gave people more opportunities to enjoy the festive atmosphere, the council said.

Oxford City Council continues to support the evolution of the city centre through initiatives included within the City Centre Action Plan, adopted in 2022.

The plan focuses on strengthening the city by ensuring it remains a vibrant, diverse, and sustainable destination for residents and visitors.

This includes investing in public spaces, such as the pedestrian-friendly changes on Market Street and underway on St Michael’s Street and investing nearly £8 million to future-proof and upgrade the Covered Market.