Retail Performance Pulse: Valentine’s Day Drives a Retail Rebound in February

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 February 2019.

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 February 2019 (February 3 through March 2 on the industry’s 4-5-4 calendar).

Download the Retail Performance Pulse for February 2019 store results.

February represented a bit of a bounce back from an after-holiday season hangover experienced by physical stores in January. For the month of February, store sales, measured on a year-over-year (YoY) basis, fell 5 percent on a decline in foot traffic of 7.3 percent. Both metrics represented a marked improvement over January results. 

Conversion and average transaction value (ATV) both continued their upward trends, posting increases of 0.4 points and 1.8 percent respectively. Also showing positive results was Shopper Yield (SY, and a proxy for “sales per shopper”), rising 2.7 percent for the month. Increase in all those metrics helped mitigate the impact on sales from the decline in shopper foot traffic.

The high days of the month for many metrics were in the middle of February, in the lead up to Valentine’s Day. Last minute shoppers on Thursday, February 14 drove peak conversion metrics, whereas those shoppers ever so slightly more prepared rewarded retailers with the month’s highest ATV on Wednesday, February 13. Monthly lows were concentrated toward the end of the month, with Mondays and Wednesdays rather predictably lagging behind other days of the shopping week.

Cold, wet and snowy weather plagued much of the country in February, and rarely makes a great motivator for shoppers to brave the elements and head to the stores. According to Planalytics,, February was the wettest in the United States in over 55 years, and the snowiest out west in over 55 years as well. Great for the ski industry, perhaps, but yet another challenge for retailers to overcome.

For a full reporting of physical store performance for the month of February 2019, please download your copy of the Retail Performance Pulse today.

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