The number of stores in the Randstad is decreasing, while the population is growing strongly. This is evident from the Randstad Shopping Flows Study 2025, conducted in all municipalities of North Holland, South Holland, and Utrecht on behalf of the three provinces. The study, carried out by Ipsos I&O, Movares, and Sweco, shows that retail has been a shrinking sector for years and that city centers are increasingly transforming from shopping areas into broad meeting places with hospitality, culture, and other facilities.
In recent years, entrepreneurs and consumers have faced major challenges. After the corona pandemic, the Netherlands experienced high inflation and declining consumer confidence. At the same time, shopping behavior further changed due to the growth of online shopping and changing consumer preferences.
Fewer stores, different functions
The number of stores and the total retail floor space in the Randstad has further decreased, especially in non-daily retail such as fashion and electronics. The daily sector, such as supermarkets, is growing in many municipalities. At the same time, small supermarkets in small communities are under pressure due to scaling up and narrower margins.
Large and distinctive inner cities are becoming increasingly attractive to visitors. They manage to increase their market share despite the decline in the number of stores. Medium-sized centers show a mixed picture. Here, distinctiveness is becoming increasingly important.
City centers are changing
According to the study, the role of city centers is changing. Where stores used to be the main attraction, it is now increasingly about a mix of functions such as hospitality, culture, services, and living. Tourism also plays an important role: over 40 percent of hospitality spending in the Randstad is related to tourist visitors.
Neighborhood and district centers remain important for daily provisions. Here, supermarkets and other basic facilities provide a stable position and relatively low vacancy.
Online shopping grows more slowly
The growth of online shopping continues but more slowly than in previous years. In sectors such as fashion, sports, and electronics, the share of online spending continues to rise. In sectors such as home furnishing, DIY, and daily retail, this share stabilizes.
Working together for strong centers
The study shows that the provision structure in the Randstad is still solid but under pressure in some places. Especially the central shopping areas near larger cities struggle to maintain their position. Investing in quality, cooperation between municipalities, entrepreneurs, and property owners, and clear spatial choices remain important.
The Shopping Flows Study 2025 provides the provinces with new insights to further optimize efforts for vital centers and cooperation with all involved parties.
Symposium Shopping Flows Study Randstad 2025
The results of the study were presented during the Symposium Shopping Flows Study Randstad 2025 on March 12, 2026, at the provincial house of South Holland in The Hague. During the symposium, the main trends were discussed, and experts and administrators engaged in dialogue about the future of retail, hospitality, and city centers in the Randstad. The symposium was organized by the provinces of South Holland, North Holland, and Utrecht.
The study can be found on the website of Shopping Flows external link.
For questions, you can contact Marissa de Jong-Krul, spokesperson for the province of South Holland via mcp.de.jongkrul@pzh.nl or 06 15 64 31 65.
For press information:
jelmer.geerds@provincie-utrecht.nl
06 42 47 30 33