Strongest signal yet for Sunday shopping

Friday 21 December 2018

Christmas may have come early for the island’s shopaholics after a new report gave the strongest signal yet that unrestricted Sunday shopping will be possible next year as part of a bid to revive the "struggling" high street, with official plans expected in early 2019.

Current rules mean that only shops with a retail area under 700sqm are allowed to open on Sundays.

Larger retailers are only able to do so on up to five Sundays per year and “special occasions”, such as in the run-up to Christmas, with each required to obtain a Sunday trading permit from their parish. 

The regulation means that around 30 of the island’s larger businesses are currently being prevented from opening on Sunday.

Pictured: Religious reasons and family tradition have previously been barriers in deregulating Sunday trade.

The idea of deregulating Sunday trade has bounced back and forth in the States Chamber over the past decade, but has often been set aside on religious and traditional family grounds.

But now amid the most economically challenging period in decades, retailers, politicians and the public appear to be throwing their weight behind the idea.

A new report released today by a panel of politicians tasked with analysing the island’s retail sector explained that, according to the Jersey Retail Association, large outlets feel that opening on Sundays would hep them “increase their sales and contribution to the economy.” 

Pictured: Retailers said that Sunday trading would help them contribute more to the economy.

The Economic Affairs Scrutiny Panel, which is chaired by Deputy Kirsten Morel, also found that the Minister for Economic Development is “likely” to propose the deregulation of Sunday trading as soon as next year.

In the panel's report, they said they would back the proposal in favour of Sunday trading as they believe the decision should be made by retailers. They said that giving larger shops the opportunity to open on a Sunday would increase the overall footfall in town on Sundays. This could in turn benefit the tourism industry by “ensuring St. Helier remains an interesting destination for weekend visitors.” 

The Panel however expressed concerns over the potential risks to “people's rights to worship and to spend time with their families.” They therefore recommended that proper protections, including adequate days in lieu, form part in the proposition. The effects on town convenience stores should also be monitored.

Pictured: Deputy Kirsten Morel, Chairman of the Economic Affairs Scrutiny Panel.

Commenting on the review, Deputy Morel said: “The retail sector plays a major role in our economy. It generates around £38 million in GST and employs close to 8,000 people. There's no doubt that the sector has experienced difficult times in recent years and the challenges it faces are ongoing.”

However, he added that the outlook can remain positive if retailers and authorities such as the Economic Development Department and the Parish of St. Helier remain flexible and open to new ideas. As such, the Panel has made a series of recommendations - Sunday trading being just one of them.

Other suggestions include work between St. Helier and the Infrastructure and Economic Development Departments, as well as better collection of data related to retail.

Pictured: The Scrutiny Panel welcomed the introduction of a retail course run by Highlands College.

The Panel also suggested the Minister for Economic Development work with the Jersey Retail Association to create a customer service course that would form part of the training of new members of staff. This would help guarantee a minimum level of customer service throughout the sector.

They also welcomed the introduction of a retail course, run by Highlands College, which they said would help enhance the skill levels in the retail workforce. The quality of customer service is an important element that will encourage islanders to shop locally, the panel said.

“Research shows that customer experience is the biggest contributor towards brand loyalty, with a negative experience being the most significant factor in affecting a customer’s likelihood of making a repeat visit,” they explained.

Pictured: Customer service could be the key in the fight against online retail.

The report notes customer service could help local shops fight their way against online shopping. “The social interaction between shopper and retailer is one of the key points of difference between shopping in physical shops and online,” the report says.

“In that regard, it is important that this part of the shopping experience is positive for the shopper. Customer service in physical shops is an area where expectations must be met and if possible, exceeded, if physical stores are to compete with online stores.”

Local retailer Fit Footwear wrote to the Panel saying that “superior customer service” is the only way the local sector can fight back against online retailing.