RetailNext found that store traffic from Thanksgiving to Dec. 23 was down 16.5 percent compared to 2011. Even with the average transaction value up 4 percent and conversions ahead 1.1 percent from year-ago levels, net sales are down 5.8 percent for the season, according to the San Jose, Calif.-based retail monitoring firm. Those figures include “a monster shopping day” on Saturday, but excluded “an extremely busy Christmas Eve,” said Tim Callan, RetailNext’s chief marketing officer. Callan noted that Dec. 22 was a larger volume day than Black Friday this year, and fell just behind in traffic, and that Dec. 19 to 21 qualified as among the top-five buying and traffic days of the season.
And then goes on to say,
“Most consumers have done some sort of research before they go into the store, and they have a better idea of what they want,” added Shelley Kohan, RetailNext’s vice president for retail consulting. “That’s part of the double-digit traffic decline — a lot of people, when they get to the mall, are visiting two or three stores instead of four or five.”
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