ShopperTrak: Four Days Before Christmas Critical For Holiday Retail Success

The holiday shopping season should reach a crescendo during the four days preceding Christmas, according to market research firm ShopperTrak. The company reported that four of the 10 busiest holiday shopping days will occur between December 20 and December 24, and advised retailers to prepare accordingly.

ShopperTrak expects that consumers will make fewer shopping trips this holiday season, down 1.4%, but it predicts national retail holiday sales will rise 2.4% versus the period in 2012.

Last year’s 10 busiest shopping days accounted for 35.7% of tracked retail spending for the period from Black Friday. November 23, 2012, through January 5, 2013, with a year-over-year sales increase of 3%.

Once again, Black Friday, November 29, will register as the single busiest shopping day of the holiday season this year in both total retail shopper traffic and sales. ShopperTrak forecasts that 2013 will be the 10th year in a row Black Friday produces top-performing sales and shopper traffic. The firm added that December 21 the final so-called Super Saturday before Christmas will rank second in sales and traffic. Among the other top 10 shopping sales days will be December 22, December 20, December 14, December 23, December 26, November 30, December 7 and December 28.