Retail Performance Pulse: October Store Results More Trick Than Treat

Ray Hartjen
Ray Hartjen
Guest Contributor

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 October 2017.

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 October 2017 (October 1-28 on the industry’s standard 4-5-4 calendar).

Download the Retail Performance Pulse for October 2017 store results.

Overall, brick-and-mortar stores struggled leading up to their biggest and busiest time of year, the holiday season. Shopper traffic decreased 7.5 percent year-over-year, and with a significant 3.7 percent drop in average transaction value (ATV), sales fell 10.9 percent as compared to October 2016. The brightest spot again came in the form of conversion, which posted a 0.4 percent increase, its fifth consecutive month of positive results, and emphasizes shoppers’ high intent to purchase when venturing out to physical stores.

Conversion rose for the fourth consecutive month, and at its highest rate at that, and Shopper Yield also saw a significant bump up. However, both increases were not strong enough to overcome drops in average transaction value (ATV) and the number of overall transactions.  

The high days of October were at the beginning of the month, when conversion and shopper yield (sales per shopper) peaked on Thursday, October 5, and sales and traffic both peaked two days later on Saturday, October 7. For ATV, the best day was the first day of the month, and results went south from there.

Regionally, the Midwest led the way, followed by the South, an both regions posted results that would have been viewed and relatively good. However, poor performance in the East and West were the culprits for the dismal overall results.

For a full reporting of physical store performance for the month of October 2017, please download your copy of the Retail Performance Pulse today.

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