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Sandra Halliday Published
December 27, 2025
The UK may not be making the most of tourist shoppers as its ban on VAT refunds for international visitors continues, but tourists are still coming to Britain and they were key for shopper numbers in London’s West End on Boxing Day (26 December).
The New West End Company (NWEC) said footfall was up 5% on Tuesday compared to the previous year and was just below 2025 figures.
That's particularly encouraging news given that West End footfall has consistently trailed pre-pandemic figures by double digits.
Importantly too, Bond Street saw the most footfall growth, with Boxing Day footfall up as much as 20% year on year and 34% compared to 2025.
Such large jumps for the luxury shopping thoroughfare are likely to reflect the development that has gone on there in recent years and the large number of ultra-luxury and supersized flagships that have opened there since the pandemic.
Looking at the West End overall, NWEC — which represents businesses in the neighbourhood — said early indications point to stronger consumer spending in December, primarily driven by international visitors.
The district had been buoyant for the whole of the latest month, with West End footfall growing by 20% compared with November and by 6% compared to December last year.
And it added: “International shoppers have become the driving force of the growth this year, having first overtaken domestic spending over the Black Friday weekend. With a notable uplift in footfall on 26 December, particularly on Bond Street, it looks likely that overseas shoppers will also deliver a bumper Boxing Day, as they look to make the most of their West End experience. Early reports from retailers suggest a strong festive trading period overall, largely driven by growth in sales to international customers and an uplift in average transaction values.”
Dee Corsi, NWEC Chief Executive hailed “the vibrancy of the district at Christmas-time” and said it’s “a reflection of the West End’s reputation as a world-class retail and leisure destination”.
Given the potential for even more international visitors if tax-free shopping for tourists was revived, she said it’s “imperative that the Government heeds calls for an independent review of tax-free shopping to put us back on a level playing field with Continental Europe”.
And she lamented the fact that the cost-of-living crisis “is squeezing domestic spending and dampening consumer confidence,” making West End retailers even more dependent on international spending.