Retail Performance Pulse: An Early Easter and a Cold, Snowy Month Conspire to Dampen Store Results

Ray Hartjen
Ray Hartjen
Director, Marketing

The newest Retail Performance Pulse is now available for download, delivering a detailed analysis of brick-and-mortar store performance for the retail month of April 2018.

The current RetailNext Retail Performance Pulse has been published and is available for download, providing an overview of brick-and-mortar store performance for the retail month of April 2018 (April through May 5 on the industry’s 4-5-4 calendar).

Download the Retail Performance Pulse for April 2018 store results.

For the month of April, physical stores delivered a 5.6 percent year-over-year decrease in total sales on a 7.8 percent decline in shopper traffic. The impact of the decline in shopper traffic was tempered by a 0.9 point lift in conversion, lifting conversion back onto its positive trend, with monthly increases realized now for six of the past seven months. Average transaction value (ATV) also recovered from its March slump, rising 0.5 percent, and contributing to a 2.5 percent increase in shopper yield (sales per shopper) – the largest monthly increase in shopper yield in the past year.

The best performing week in April was the third week, when net sales, conversion and ATV were all up compared to the same week a year prior. This year’s early Easter impacted comparative results between this year and last, as the first week of April 2017 was buoyed by pre-Easter shopping, something missing completely in 2018. High days of the month trended toward the last week of April, with Saturday, April 28th leading the way in sales and ATV. Low days of the month were early in May, with May 1 recording low marks in sales, conversion, ATV and shopper yield.

Weather contributed to retail results for the month too, as April 2018 was the coldest on record since 2013, and much of the West, Midwest and South regions experienced colder weather than a year ago and late season snow storms.

For a full reporting of physical store performance for the month of April 2018, please download your copy of the Retail Performance Pulse today.

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