Preston city centre has defied national trends over the Christmas period, with footfall outperforming UK markers by almost 3 per cent.
Despite high streets facing challenging conditions across the country, Preston recorded a positive uplift in activity, attracting visitors and supporting the local economy at a time when many other areas saw a decline.
The boost in visitors was matched by a significant improvement in safety. Police reports confirm that shoplifting in the city centre reduced by 19 per cent, while anti-social behaviour dropped by 9 per cent compared to the previous year.
Read more: ‘Genuine delight’ at scale of demand to visit The Harris in first few months
The strong performance has been attributed to a packed programme of festive activities, including the popular Preston On Ice rink, the Christmas Lights Switch On, and unique Santa’s Grottos – as well as the reopening of the Harris Museum, Art Gallery and Library with the huge queues for the Wallace and Gromit exhibition as well as the Animate leisure and cinema complex being open compared to this time last year.
Keith Mitchell, chair of the Business Improvement District’s City Retail Forum, said: “Preston has again demonstrated strong performance, compared to regional and national performance, particularly in terms of footfall, resilient retail sales and attractive destinations to visit within the city, such as Animate, the Harris, and several new retailers taking space along the high street.
“Family attractions for the season created a point of difference with the ice rink, Switch On event, traditional market, Avenham Park, stunning Christmas decorations and an exciting and unique take on Santa Grottos within the Shopping Centres.”
The success is also being credited to a collaborative approach between local businesses, Preston BID, and Preston City Council. This partnership focused on co-ordinated promotion and a shared commitment to visitor experience with city partners while Smooth Radio North West, us at Blog Preston, Preston Pulse, and Fifty2M helped significantly amplify key messaging,
Marketing efforts to reach a regional audience also proved successful, with digital campaigns reaching people across the North West more than one million times.
Councillor Anna Hindle, cabinet member for culture and arts at Preston City Council said: “These figures demonstrate what can be achieved when partners work together with a clear focus on safety, experience, and quality. While many city centres nationwide face significant challenges, Preston has delivered an exceptional festive experience. A standout feature was Preston On Ice, a real ice rink that benefited residents, visitors, and local businesses.
“The reduction in crime, alongside increased footfall, reinforces Preston’s reputation as a welcoming city centre. Our continued investment in events, promotion and partnership working with Preston BID and local businesses is making a real difference, and we are committed to building on this momentum as we look ahead to 2026.”
Chief Inspector for Preston Police Helen Bevan said: “Our officers have been working tirelessly to keep our streets safer and these results speak for themselves.
“We will not tolerate antisocial behaviour, retail crime, or violence of any kind. By working with our partners, we can continue to ensure that Preston City Centre is a place where businesses thrive and communities feel secure.”
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