ShopperTrak: Holiday Retail Sales to Increase
September 18, 2013
According to ShopperTrak, retail sales are forecasted to rise 2.4 percent during the holiday months of November and December, when compared to the same period last year. However, ShopperTrak anticipates that while sales will rise, total retail store traffic will decrease slightly compared to last year.
Holiday sales and store shopper traffic historically account for about 20 percent of annual retail activity. This year’s sales increase builds on the 3 percent increase seen from 2011 to 2012. The anticipated retail store shopper traffic decrease of 1.4 percent is down from the 2012 holiday season, which saw a 2.5 percent traffic increase from 2011.
This year, retailers have a reduced window of time to capture peak holiday spending as only 25 days lie between Black Friday (Nov. 29) and Christmas this year, compared to 31 days in 2012. Consumers have only four full weekends to shop. In addition, Hanukkah begins the day before Thanksgiving (Nov. 28), 11 days earlier than in 2012. As a result, ShopperTrak expects promotions will begin as early as the day after Halloween.
Additionally, ShopperTrak expects sales in the electronics and appliance store sector to increase 2 percent compared to last year, while shopper traffic will decrease by 1.2 percent. Retail sales in the apparel and accessories store category will increase 2.8 percent compared to 2012, but shopper traffic at apparel and accessories stores will decrease 1 percent.