Retailers are banking on a sales uplift during the May bank holidays, as 22 million UK workers plan annual leave, according to Virgin Media O2 Business’s Q1 2025 Movers Index. The report combines anonymised mobile network data with national polling to track movement and behaviour patterns across the country.
Retail footfall dropped 8% year-on-year in Q1 2025, continuing a sluggish start to the year marked by a reported 41% increase in retailers experiencing reduced customer spending. To counter this, 55% of retailers plan to offer special deals or events to draw in customers during the upcoming holidays. However, staffing is a concern, with 42% of retailers blocking employee leave over the period and more than half worried about shortages due to domestic travel plans.
Commuter activity has increased, with a 5% rise in travel during the first three months of the year. Office attendance is also rising, with 52% of employees commuting more frequently and 43% of businesses expected to enforce full-time office returns by June. Wednesday remains the busiest day for office presence. Workers are responding positively to these mandates, especially when companies offer new perks and invest in workplace culture.
Consumer spending remains cautious. Nearly half of Brits plan to spend less over the next three months, with many cancelling subscriptions and prioritising value-driven purchases. The decline is most noticeable among middle-aged shoppers, with the 25–54 demographic making significantly fewer trips to retail areas.
Digital convenience continues to influence purchasing habits. A majority of consumers shop via phone or online to find the best deals, while those who still shop in-store rank checkout speed, Wi-Fi availability, and mobile connectivity as their top priorities. Subscription models tied to travel, wellness, and home improvements may offer stronger potential, as these are the main spending categories identified for spring.
The data highlights a shift in how both consumers and businesses are navigating 2025’s economic landscape. Retailers hoping to drive sales will need to align with evolving work patterns, spending priorities, and customer experience expectations.
