Positive Signs Emerge from November Store Results | RetailNext

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Positive Signs Emerge from November Store Results

Ray Hartjen
Ray Hartjen
Director, Content Marketing & Public Relations

Retail store sales were down 5.6 percent in November on a 7.6 percent decline in traffic, but several data points suggest positive news for the physical channel of today’s multichannel retail landscape.

RetailNext released its monthly Retail Performance Pulse for brick-and-mortar store performance for November (Nov. 1-28 on retail’s 4-5-4 calendar), and it reported a decrease of 5.6 percent in sales year-over-year on a 7.6 percent decline in traffic.

There’s no getting around the fact that in-store sales and traffic continue to decrease, but positive signals are emerging that suggest the declines are approaching the trough as the multichannel retail industry begins to redefine the role of stores in the near-term future.

While sales did decrease, they did so at a much slower rate than the preceding months, and on top of that, Average Transaction Value continued its strong climb. Shoppers are clearing coming into stores better researched and with strong buying intent.

Also in November, Sales per Shopper (SpS) got back to its early year string of increases after a couple of small monthly step-backs.

November Pulse report table

The Pulse data also confirms some other trends, particularly the concept of “Holiday Creep” and the forward extension of Black Friday events. The busiest and biggest day of the month was Black Friday, as could be expected, but the second busiest day of the month was Saturday, and not the Saturday you might have thought. Saturday, November 21 was second highest performing day of the month with respect to sales, traffic, ATV and SpS, and it shows that shoppers are getting a head start on their shopping.

With shoppers clearly starting shopping early, it would seem to foreshadow that retailers might consider a reversal of recent trends and actually close or greatly reduce hours on Thanksgiving Thursday.

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For a complete rundown of retail store performance for the month of November, download your free copy of the Retail Performance Pulse today.

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