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ShopperTrak: Store Traffic Slips For Pre-Christmas Week

Thursday December 26th, 2013 - 10:08AM


ShopperTrak, a market research firm that counts and analyzes retail customer traffic, has announced that, for the week of December 16 to 22, general merchandise, apparel, furniture and other products in-store retail sales decreased by 3.1% from the corresponding period last year. The figure excludes online sales.

According to ShopperTrak, retail brick-and-mortar shopper traffic slipped by 21.2% versus the same time period in 2012. Despite more retail markdowns and promotional efforts, December 21, this year’s Super Saturday, an annual leading sales day, saw a 0.7% decrease in in-store retail sales versus the 2012 occasion. In-store shopper traffic slid 18.1% from the same day last year.

Still, ShopperTrak noted that it is predicting after-holiday markdowns to drive robust retail sales and store traffic in days to come, particularly today, the day after Christmas, and the following Saturday, December 28.

“Bad weather throughout the country kept some shoppers away from stores,” Bill Martin, ShopperTrak founder, said in announcing the sales results. “This past week was their final opportunity to complete their holiday shopping before Christmas, and, though many did finish making their purchases, retailers did not see as many shoppers as last year. Many people who have the day after Christmas off of work will be out shopping for end-of-season deals. Retailers should track their stores’ conversion rates closely to turn more after-Christmas browsers into buyers.”