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Ed Sheeran fans trigger footfall surge at Wembley Park despite rail strikes

Tom Shearsmith
06 July 2022

Undeterred Ed Sheeran fans triggered a trading surge for stores and restaurants across Wembley Park despite rail strike chaos during the rocker’s gigs at Wembley Stadium.

Total sales across the world-famous 15-minute neighbourhood, including London Designer Outlet (LDO), were up by 83% compared to the average performance of each weekend throughout May.

The business boost between Saturday 25 and Sunday 26 June came amid the biggest rail strike in a generation, with swathes of determined fans causing footfall at LDO to climb by +45% compared to May’s weekend average.

Sales at sports and athleisure brands at London’s leading fashion and lifestyle outlet climbed by over two-thirds (+68%), accessories and gifts by +61%, mixed fashion by a quarter (+26%) and health and beauty by 15%.

Wembley Park and LDO are enjoying a summer trading boom following the return of more large-scale events at the Stadium and Arena. Earlier this month, Harry Styles sparked a sales surge across the 15-minute neighbourhood and LDO.

The latest trading figures also revealed that the Shape of You star’s sway over shoppers was greater than that of Styles, with sales across the neighbourhood and LDO during Ed Sheeran’s gigs 4% higher than during Styles’.

Other upcoming events at Wembley Stadium that are expected to bolster footfall and sales across the neighbourhood include the UEFA Women’s Euro Final on 31 July, Westlife on 6 August, Coldplay between 12 and 20 August and the Foo Fighters’ Taylor Hawkins Tribute Concert on 3 September.

Matt Slade, Retail Director at Quintain, said: “We’ve enjoyed a Perfect Symphony of world-class stars helping to drive footfall and sale across Wembley Park and London Designer Outlet this summer.

“Despite the prospect of the most disruptive rail strikes in a generation grinding London to a hault, Sheerios proved themselves to be a determined fanbase – arriving en-masse at Wembley Park and LDO to enjoy a spot of shopping or grabbing a bite to eat while they waited for the concerts to begin.

“It really is testament to Wembley Park’s varied and dynamic offer that visitors continue to flock back to in greater numbers than 2019, enjoy our unparalleled combined retail and leisure offer.”

Set in Wembley Park, the globally famous entertainment district and 365-day neighbourhood, London Designer Outlet is one of only a small number of outlet centres in Europe that blend retail, F&B, leisure and events in an easy-to-reach urban setting.


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