Vinyl records are making a historic return to WH Smith stores after more than 30 years, marking a significant change in retail strategy.
- WH Smith will reintroduce vinyl records in 80 high street locations to tap into the growing popularity of the format.
- Vinyl sales have increased by 11.7%, reaching nearly six million in 2023, as reported by the British Phonographic Industry.
- The reintroduction is set to attract both long-time vinyl enthusiasts and a newer, younger audience.
- Artists such as Taylor Swift and Oasis are contributing to this trend with their latest and re-issued albums now available on vinyl.
High street giant WH Smith is re-entering the vinyl record market for the first time in over three decades, a move indicative of shifting consumer preferences back towards analog music formats. The Swindon-based retailer plans to stock vinyl in 80 of its high street outlets, seeking to capitalize on the format’s growing appeal among younger audiences who are rediscovering the tactile and auditory pleasures of vinyl records.
The resurgence in vinyl sales, which saw an 11.7% increase in 2023 alone, underscores a broader trend towards nostalgia and analog experiences in an increasingly digital world. The British Phonographic Industry has highlighted that vinyl sales have climbed for 16 consecutive years, reaching an impressive six million units last year. This rise is partly fueled by new vinyl releases from top artists like Taylor Swift, who announced the vinyl availability of her 11th studio album, ‘The Tortured Poets Department,’ and the reissuance of iconic albums such as ‘The Masterplan’ by Oasis.
Emma Smyth, WH Smith’s commercial director for high street operations, reflects on this cultural revival by noting the enduring charm of vinyl. ‘There are many customers who fondly recall browsing record shops, and we are thrilled to bring this back to our stores for both seasoned fans and new listeners.’ Her sentiments capture the retailer’s optimism in rejuvenating its product offerings to align with current consumer trends.
In addition to its vinyl initiative, WH Smith is also revitalizing its stores by introducing other traditional brands and products, reinforcing its commitment to adapt and thrive in a competitive retail environment. This includes partnerships with longstanding children’s brand, Toys ‘R’ Us, further diversifying its high street presence.
Vinyl’s return to WH Smith highlights a significant shift in consumer interest, marking a successful embrace of nostalgia and modernity.
