Purmerend's city centre thrives as retail declines across the Randstad
Purmerend’s shopping areas are bucking the trend of retail decline in the Randstad, with rising visitor ratings and spending. Residents and tourists alike are drawn to its green spaces, vibrant atmosphere, and strong local appeal, making it a standout success story.
| Metric | Purmerend (2025) | Randstad Average |
|---|---|---|
| City centre rating | 7.6 | 7.5 |
| Greenery score | 6.7 | 5.9 |
| Annual turnover | €133.2 million | N/A |
| Daily spending | €34.3 million | N/A |
| Non-daily spending | €99 million | N/A |
| Local consumer spending | 72% (recreational) | 62% |
| Hospitality spending | 81% | 78% |
| Vacancy rate | 9% | 13% |
| Tourist spending | €54.6 million | N/A |
The Municipality of Purmerend is responsible for urban planning, economic development, and maintaining public spaces in the city. Its policies, such as the City Centre Programme, aim to enhance livability and retail vitality, directly influencing the positive trends highlighted in the study.
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Purmerend stands out positively in the Randstad 2025 Shopping Flows Study
The city centre of Purmerend and various shopping areas in the city have scored positively in the Shopping Flows Study (KSO) Randstad 2025, published last week. While the retail sector in the Randstad has been struggling with decline for years, consumers rate Purmerend’s shopping areas above average.
In particular, the city centre continues to gain in popularity. Purmerend’s city centre is one of six positive outliers among city centres where ratings have increased. The Shopping Flows Study is conducted every four years in North Holland, South Holland and Utrecht. It maps the shopping behaviour of residents, the appeal of shopping areas, and developments in retail and hospitality. Data for Purmerend has also been collected.
Ratings and spending continue to rise
This year, Purmerend’s city centre has been rated 7.6, an increase compared to 2021 (7.4) and higher than comparable city centres (7.5). Visitors are particularly positive about the greenery, atmosphere and range of shops. Parking facilities remain the lowest-scoring aspect, though they have shown some improvement. The total annual turnover in the city centre has risen to €133.2 million, of which €34.3 million comes from daily necessities and €99 million from non-daily purchases. Daily spending in particular has seen a significant increase compared to 2021. Purmerend also retains a substantial share of consumer spending: 72% of turnover from recreational purchases comes from within the municipality (higher than comparable cities: 62%). For hospitality, this figure is even 81% (compared to an average of 78% elsewhere).
Greening the city centre pays off
The KSO shows that city centres investing in greening receive better ratings. Purmerend, along with Alkmaar, is among the highest-scoring city centres. Purmerend scores 6.7 for greenery, significantly higher than the Randstad average of 5.9. “The fact that Purmerend’s city centre scores so well on greenery is a great confirmation of the choices we have made in recent years regarding our public spaces, and in this case specifically for the city centre,” says Alderman Pascal Verkroost.
Vacancy rates in city centres
Despite population growth in the Randstad, the number of shops and retail floor space continues to decline. Vacancy rates are decreasing slightly but remain stubbornly high in some areas, partly due to outdated real estate. Purmerend is a positive exception to this national trend: vacancy in the city centre stands at 9%, lower than comparable city centres (13%).
Tourist spending on the rise
Tourists are estimated to spend €54.6 million in Purmerend’s retail and hospitality sectors. This contribution underscores the growing appeal of the city as a recreational and cultural destination.
Ongoing investment in the city centre and vital shopping centres
The results highlight the importance of the course Purmerend has pursued in recent years. The municipality remains actively committed to a strong city centre and future-proof neighbourhood shopping centres, including through:
- The City Centre Programme (vision and implementation plan), aimed at ensuring Purmerend’s city centre remains a pleasant place for everyone.
- Policy frameworks for daily and community facilities to strengthen (neighbourhood) shopping centres.
- The Regional Retail Vision Zaanstreek-Waterland, focusing on quality and strengthening central areas.
For more information on the Shopping Flows Study and Purmerend’s figures, see koopstromen.nl/randstad/resultaten.