What it means
Footfall is how many potential buyers come past your honesty shop. On a glamping site or farm stay it's largely set by your occupancy — how many guests are on site — and by placement, since a shop guests walk past on arrival gets far more passing traffic than one behind a cupboard door.
Why it matters
Footfall is the top of the funnel. Your takings are, roughly, footfall multiplied by conversion rate multiplied by average spend. If footfall is high but sales are low, the problem isn't traffic — it's conversion or range. If footfall itself is low, the shop is simply out of guests' path.
What moves it
You can't easily change occupancy week to week, but you can change how much of it your shop actually sees. Position the shop where guests land in their first thirty seconds — beside the kettle, on the counter, next to the welcome folder — so more of the people already on site become people who pass the shelf.
Footfall you can't convert is wasted, and footfall you convert but can't collect from shows up as shrinkage — so the three metrics are best read together.
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