Twilight “the new sunlight” for Melbourne retailers

Melbourne retail is thriving after dark, and it’s North and West Melbourne leading the charge.

“Twilight is the new sunlight when it comes to retail. Shoppers are spending 19 per cent more after hours this June compared to last year,” Melbourne Lord Mayor Nick Reece said.

The figures come from the latest Melbourne Economy Snapshot report, which also shows a 34 per cent increase in after-work retail spending compared to pre-pandemic times in 2019.

Melburnians prefer to venture into the city after work, with data showing weekday pedestrian activity around Melbourne Central is higher between 5pm and 10pm than before 12pm. 

Queen Victoria Market is also more popular than ever, with pedestrian activity in the precinct the highest it’s ever been.

“Melburnians didn’t let the cold weather stop them from enjoying a night out in the city – with this year’s Winter Night Market 22 per cent busier than 2023,” the council’s City Activation portfolio lead Cr Roshena Campbell said.

North & West Melbourne Precinct Association (NWMPA) president Sylvia Hungria said twilight trade was a wonderful opportunity for the area’s retailers to enjoy a 25-35 per cent boost in foot traffic compared to the morning hours.

“By extending their hours, local businesses can keep customers engaged as the city shifts to its vibrant night-time economy, offering residents and visitors more reasons to explore North and West Melbourne after work," Ms Hungria said.

While acknowledging some businesses were “still struggling in these tough economic times”, the Lord Mayor said the council was seeing many green shoots that pointed to “positive, growing uplifts in the city.”

Retail vacancy rates have seen modest decreases in the past six months, according to data from commercial real estate services and investment firm CBRE.

These trends coincide with the Twilight Trade initiative, an Australian Retailers Association project encouraging Melbourne retailers to shift their trading hours to stay open after 5pm.

The initiative, which also included last year’s Live at Errol St program, is supported by joint funding from the City of Melbourne and Victorian Government.

Launched in January 2023, the Melbourne Economy Snapshot is a quarterly tool that helps traders make informed business decisions by providing relevant information about Melbourne’s current economic activity.