Christian Retailing

NEWSLETTERS Current Issue Weak finish to holiday shopping gives way to post-Christmas deals
Weak finish to holiday shopping gives way to post-Christmas deals PDF Print E-mail
Written by Jeremy Burns   
Thursday, 26 December 2013 10:42 AM EST

Bill MartinWinter storms stymied a last-minute retail rally this holiday season as many procrastinating shoppers were kept from stores in final days before Christmas. ShopperTrak—the world’s largest counter and analyzer of retail shopper traffic—reported that, for the week of Dec. 16-22, in-store retail sales decreased by 3.1% from the same week last year. Retail brick-and-mortar shopper traffic decreased by 21.2% compared to the same time period in 2012.

"Bad weather throughout the country kept some shoppers away from stores,” said Bill Martin, ShopperTrak founder. “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."

Despite more markdowns and promotional efforts from retailers, “Super Saturday” (Dec. 21) saw a decrease in retail sales by 0.7% compared to 2012. In-store shopper traffic decreased 18.1% from the same day last year. ShopperTrak predicts after-holiday markdowns to drive robust retail sales and store traffic days to come, particularly the day after Christmas (Dec. 26) and the following Saturday (Dec. 28). 

"Many people who have the day after Christmas off of work will be out shopping for end-of-season deals," said Martin. "Retailers should track their stores’ conversion rates closely to turn more after-Christmas browsers into buyers."

 
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