They're Not Coming In (So What Are You Going to Do About It?) 🚪🎸

Here's a question that should make every MI retailer pause for a second:

When was the last time someone walked into your shop who wasn't already planning to?

Not your regulars. Not click-and-collect pickups. Not the ageing rock god playing the Les Paul he'll never buy.

I mean a genuine new face. 

If you're struggling to answer that, you're not alone. 

📉 The reality check

UK high street footfall has been negative for much of the past year. In our world, we've already seen what happens when the traffic dries up and the response is to slash prices and hope for the best.

We've talked about GAK. We've talked about PMT.

The lesson hasn't changed. And here's the uncomfortable truth:

If your local community doesn't know you're there, the big online players don't even need to compete with you.

You've already lost by being invisible.

But here's the thing. January 2026 actually showed signs of life. Footfall bounced back across the UK, with Scotland posting a 5.1% year-on-year increase.

People are going to shops again. 

The question isn't "are people shopping in person?" They are.

The question is: are they shopping with you?

🏪 Your shop is not a warehouse with a till

MI retail has something no website or algorithm can replicate: a place where people can pick up an instrument, see it, hear it, feel it, and get honest advice from someone who actually plays.

That isn't a bonus feature. That's your entire competitive advantage.

Yet too many shops still play by the old rule book.

Open the shutters. Wait. Stick a SALE sign in the window when it gets quiet.

That model is dying.

Footfall is no longer something you wait for.

It's something you build.

And the good news? Building it is way more exciting than discounting your way into oblivion. 

🧲 Stop waiting. Start pulling.

Here are some things you can do right now that don't require a massive budget or a marketing degree.

1. Run events that aren't just "sale days"

Plan and deliver experiences.

Setup clinics. Pedalboard show-and-tell nights. Beginner workshops. Regular drop-in sessions.

And work with brands and artists.

Most suppliers are actively looking for meaningful local activation. An artist clinic gives you content, credibility, and a date in the diary.

The Guitar Show in Solihull on Feb 28 and March 1 is proof that people will travel for a hands-on guitar experience. Your job is to create a version of that energy in your own four walls, on any given weekend.

2. Own your local search

When did you last check your Google Business profile?

Are your hours correct? Are your photos current? Does your shop look alive?

If your images are from 2019, you don't exist. 

Updated photos. Weekly posts. Genuine reviews. It's free. It takes minutes.

And most of your competitors haven't done it properly.

That's your gap. 

3. Use socials to get people off the sofa 

A guitar on a stand with a price tag isn't content. It's a catalogue.

Show what it feels like to be in your store.

Unbox new arrivals. Demo a pedal on your phone. Film the setup bench in action.

It doesn't need polish. It needs personality. Tag your location. Give a reason to visit.

"This just landed."

"Try it before it hits the website."

"Mention this post for a free set of strings."

Every post should bridge the screen and the shop floor.

4. Click-and-collect is a footfall tool, not just logistics

Across retail, click-and-collect regularly drives 15-25% additional in-store spend.

Getting someone through the door is half the battle.

What they see when they arrive is the other half.

This is exactly why we built reSound Local. It connects online discovery with in-store collection.

Local visibility alongside national reach, secure payments, and with real shop presence.

Discovery should lead to a visit. Not just a parcel. 

5. Build a local music network

Partner with teachers.

Connect with venues.

Speak to schools.

Cross-referrals cost nothing and position your shop at the centre of the local music ecosystem.

Teacher recommends the shop.

Shop recommends the teacher.

Venue promotes your clinic.

You promote their gig night.

Community beats discounting. Every time.

6. Give your staff permission to be brilliant

If your Saturday team member wants to run a Yngwie Malmsteen evening, let them. If your tech wants to do a live restring session on Instagram, support them.

Waterstones turned its business around by letting passionate staff run with their own ideas.

Enthusiasm is infectious and it's free marketing.

7. Go where the players already are

The UK guitar show circuit in 2026 is packed: Reading, Solihull, Northampton, Bristol, Brighton, Manchester, Leeds and more.

Those rooms are full of people who love guitars and intend to spend money. Show up. Be visible.

Make connections that outlast the day. 

📈 The demand is there

Industry forecasts suggest the UK guitar market could exceed £750 million by 2030, with steady annual growth.

People haven't stopped buying guitars. They haven't stopped wanting to play.

What has changed is how they discover where to spend.

Too many potential customers simply don't know what you stock, what you offer, or even that you exist.

Visibility is now strategy.

💡 The ask

Before next Friday, try one thing from this list.

Update your Google profile.

Run a small event.

Message a local teacher.

Film a 30-second reel.

List some items on reSound, tick collection available, and let local buyers find you.

The retailers that thrive over the next five years won't be the biggest or the cheapest. They'll be the ones who made sure that the next new face walking through the door wasn't an accident.

It was by design.

Have a great weekend. 🤘🏻