Global Mutual’s Affinity portfolio hails standout May Bank Holiday weekend
Global Mutual has hailed a standout May Bank Holiday weekend at its Affinity outlet portfolio, recording increases in leisure-led sales and footfall of up to 252% and 88%, respectively.
The group said the results highlight the increasingly important role that leisure, family-focused events, and community engagement now play in driving commercial performance across outlet retail destinations.
At Affinity Lancashire, The Wookiees Strike Back Star Wars Day activation featured live character appearances and an interactive themed trail, generating an 87.52% uplift in footfall compared with the previous week, while sales increased by 3.01%.
Meanwhile at Affinity Sterling Mills Outlet Shopping, the centre’s Big Bloom Bash event – which combined children’s entertainment, seasonal activities, and family experiences – contributed to an increase in footfall, as well as a 17.80% uplift in total sales when compared to the same period last year, alongside an 8.86% rise in like-for-like sales versus last year.
At Affinity Devon, leisure delivered a 252% uplift compared with the same period last year thanks to operators like World of Wonder and Really Wild Planet. Catering also performed strongly, recording a 23% increase, while Gifts & Confectionery saw an uplift of 14%.
Finally, Affinity Staffordshire reported strong commercial performance following its May the 4th Star Wars themed activation over the Bank Holiday weekend. The event delivered a 9% increase in footfall compared with previous years, alongside a 33% year-on-year uplift in sales.
James Kevill, asset manager at Global Mutual, said: “Consumers increasingly expect retail destinations to offer more than shopping alone. Families are seeking engaging, accessible experiences where leisure, food, entertainment and retail combine to create a more meaningful day out experience.
“What we’re seeing across the Affinity portfolio is that strategic investment into events, leisure and community engagement is translating directly into commercial performance. The destinations performing strongest today are those creating reasons for customers to stay longer, visit more frequently and engage with multiple parts of the scheme.”