Key insights:
✔️ Increase: Dutch shopping streets saw a 9 percent rise in visitor numbers in Q3 2025 compared to the same period in 2024.
✔️Busier cities: Larger cities benefited the most, with visitor numbers up by over 15 percent.
✔️ Retail recovery: This rise in visitors marks a turning point, as the Dutch retail market shows renewed strength after years of restructuring and online dominance.
Dutch city centres once again experienced a revival in shopping street activity during the third quarter of 2025. According to the latest data from Bureau RMC, the number of visitors increased by 9% compared with the same period in 2024 — a level of growth not seen in years.
RMC tracks shopping street activity using smart sensors that measure smartphone signals every half hour. “Many retailers report that their current growth mainly comes from physical stores rather than online sales,” says Huib Lubbers, managing director of RMC.
Shifts in shopping patterns are becoming visible. With more people working from home or part-time, traditional weekday differences are fading, and seasonal effects are diminishing. For the third consecutive year, the second and third quarters have been busier than the traditionally strong fourth quarter.
The four largest cities saw an average increase of 15%, while medium-sized cities recorded an average growth of 5.7%. Within this group, there were notable contrasts: Nijmegen and Alkmaar lost ground, whereas Leiden and Middelburg saw substantial increases. Further analysis will be needed to determine which factors are driving these shifts.
Looking ahead, the fourth quarter — traditionally the busiest period — appears to be losing its dominance. Since the COVID-19 pandemic, third-quarter visitor numbers have often exceeded those in the fourth. However, retailers are still expected to achieve higher average transaction values during Black Friday, Sinterklaas, and Christmas, potentially boosting fourth-quarter revenues.
Source: Retailonderzoekbureau RMC
Photo: Shutterstock
