||ShopperTrak Identifies 10 Busiest Holiday Shopping Days
Week Before Christmas Holds Five of Season's Strongest Sales and Foot-Traffic Days
With national retail sales expected to increase only slightly throughout the entire holiday season, just 10 days will make or break the period for retailers, according to ShopperTrak, the respected provider of retail foot traffic counting, managed services and business analytics.
"Since Christmas falls on different calendar days each year, the shift impacts which days are the busiest. Some change in ranking or drop off completely," says ShopperTrak co-founder Bill Martin. "Retailers can't assume historical patterns will completely repeat themselves, and only by tracking in-store traffic can they understand the trends and prepare to capture business this holiday season."
According to ShopperTrak, the week before Christmas will be especially important this year, as five of the top sales and foot traffic days will occur between Dec. 18 and Dec. 24. While Black Friday is typically the strongest shopping day of the season, one third of all holiday sales are historically made in the week prior to Christmas. Retailers can expect consumers walking into their stores that week have conducted plenty of online research and are ready to buy.
Historically Strong Shopping Days
Prior to Christmas, ShopperTrak expects Black Friday (Friday, Nov. 25) to remain the top performing sales and foot-traffic day for the eighth year in a row, followed by Super Saturday on Dec. 17. Last year, Black Friday showed an increase in both sales and foot traffic over 2009; foot traffic increased 2.2 percent and sales increased 0.3, representing $10.69 billion in consumer spending and the largest dollar amount ever spent on the day.
Black Saturday, the day after Black Friday, historically shows a decline in sales from the previous day, but remains one of the season's top performers. Black Saturday 2010 showed a 0.9 sales decrease from the previous year, representing $6.06 billion dollars spent. This year, ShopperTrak expects Black Saturday to rank sixth in both sales and foot-traffic.
"Annually Black Friday weekend's strong start is one bookend to the season and the week leading into Christmas is the other," added Martin. "Successful retailers will prepare for these critical top ten days, track their traffic internally and make adjustments to capitalize on shopper opportunities walking through their doors."
Last year's top 10 busiest GAFO Retail Sales days accounted for 28% of GAFO Retail Sales for the Nov. and Dec. holiday season, and ShopperTrak expects this year's top 10 to be just as important.
The following list shows ShopperTrak's forecasted busiest holiday sales days (with their ranking as foot-traffic days in parentheses):
1. Friday, November 25 (1)
2. Saturday, December 17 (2)
3. Friday, December 23 (4)
4. Monday, December 26 (3)
5. Thursday, December 22 (7)
6. Saturday, November 26 (6)
7. Sunday, December 18 (9)
8. Saturday, December 10 (5)
9. Monday, December 19 (10)
10. Saturday, December 3 (8)
ShopperTrak measures foot-traffic in more than 25,000 stores in the United States and analyzes the data in a proprietary econometric model to create its forecasts.ShopperTrak measures foot-traffic in more than 25,000 stores in the United States and analyzes the data in a proprietary econometric model to create its forecasts.
(Source: ShopperTrak, 11/01/11)
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