While UK retailers are increasing their focus on high spending visitors from the Gulf States and China, with spend per head figures of £1,885* and £1,645*, respectively, independent retail analysis firm Verdict believes it is the growing number of visitors from Nigeria and Brazil that retailers should now turn their attentions to, in order to seize a slice of their growing retail spend. Verdict’s International Retail Spend in the UK report highlights the importance of retailers in the UK targeting visitors from five specific countries: China, the Gulf States, Brazil, Russia and Nigeria, as they will provide an additional £2.1bn in retail spend in the five years to 2018.

Kate Ormrod, analyst at Verdict, says: “Consumers from emerging markets such as Brazil and Nigeria are seeing their spending power build, increasing their propensity to travel and shop overseas. Brazil and Nigeria are therefore key growth markets of the future, and while their spend is not forecast to be as high as that of China or the Gulf States, increased visits to the UK will boost their future spend potential.

“The UK provides Nigerians with access to a wider choice of brands, giving visitors sufficient reason to spend in high volumes. As prices are cheaper in the UK and quality is also perceived to be better here, particularly for clothing, Nigerian visitors are keen to spend – often across the value, mid and luxury markets, making them desirable shoppers for all retailers. While there are a number of international retailers entering the Brazilian market, including Topshop and Gap, improving the choice, it is Brazil’s high import duties that make shopping overseas attractive – with the UK’s fashion-forward clothing market remaining appealing.”

Ormrod adds: “While the UK is a prime destination for these shoppers, it remains under pressure from other travel locations in mainland Europe. However, improved connectivity via increasing numbers of direct flights ensures that the UK is becoming more accessible. Having already adapted their propositions to suit visitors from China and the Gulf States, retailers in the UK must make the most of the opportunity these new visitors present and further tailor their offer accordingly.”

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