The latest edition of the 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 November 2019 (November 3-30 on the industry’s 4-5-4 calendar).
November is traditionally the start of the holiday shopping season, and once again the Thanksgiving/Black Friday weekend carried the month. While online shopping dominated Thanksgiving Thursday, stores carried their weight through the Black Friday weekend, reporting essentially flat sales year-over-year at a 0.9% decrease on a 4.2% decline in shopper traffic. Despite traffic being down, shopper intent to buy was high though, as shown by a robust increase in conversion of 1.8 points for the holiday weekend.
Buoyed by the weekend, November was a relatively strong month for brick-and-mortar stores in the United States. Overall, sales were down 2.1% on a 6.1% decline in shopper traffic, as measured year-over-year. Conversion for the month rose 1.2 points and helped offset a 0.5% decline in average transaction value (ATV), resulting in a strong increase in shopper yield (sales per shopper) of 5.4%.
Unsurprisingly, the highest performing days for the month centered around Black Friday, as sales, traffic and transactions all saw their monthly high on Friday, November 29. With regards to the lowest performing days of the month, the last two Thursdays were the culprit, with November 21 posting lows in sales, traffic, ATV and transactions and Thanksgiving Day, November 28 posting lows in conversion and shopper yield.
Geographically, performance varied greatly, partially due to periods of inclement weather across the nation. Sales increased in the Northeast region, posting a 1% lift year-over-year. However, sales in the Midwest were down 3.7% as compared to a year ago. While shopper traffic was down across the country, most other performance metrics posted strong gains.
For a full reporting of physical store performance for the month of November 2019, please download your copy of the Retail Performance Pulse today.
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