For the month of October, sales trends continued to outpace traffic trends as conversion and shopper yield increased by 0.6 points and 3.2 percent year-over-year (YoY), respectively. October performed its best during the third week of the month as sales, transactions, conversion, average transaction value, and shopper yield all saw increases compared to the same week last year. However, throughout the month of October, shopper traffic metrics varied between declines of only 1.6 percent in the second week of the month versus 8.1 percent in the fourth week of the month YoY.
The highs of October occurred towards the last two weeks of the month. In short, sales performed best on Saturday, October 26th, while traffic and transactions performed best the following Saturday, November 2nd.
On the flip side, the lowest performing day for both traffic and sales occurred on Tuesday, October 8th, while conversion and shopper yield were at their lowest on the first Sunday of the month on October 6th.
Geographically, the Northeast region had the largest decrease in sales and traffic at 6.3 percent and 6.9 percent YoY, respectively. This decrease was most likely due to the major storms experienced in Northeast region throughout the month. The south also experienced negative trends in sales and traffic with decreases of 2.3 percent and 3.8 percent YoY, respectively. However, the south region did see a positive increase in average transaction value, which increased by 0.2 percent YoY, while conversion fell flat at 0.0 points YoY. For the Midwest, perhaps due to cold and dry conditions, again, there was a decline in both sales and traffic for the region at 5.8 percent and 3.2 percent.
Lastly, the West region turned out to be the best performing region for both sales and traffic with a result of 1.1 percent and 1.5 percent declines respectively. The data also revealed both performance metrics of conversion and shopper yield increased 0.8 points and 1.8 percent YoY, the best of any region, while average transaction value declined at 1.4 percent.
For a full reporting of physical store performance for the month of October 2019, please download your copy of the Retail Performance Pulse today.