The Retail Performance Pulse for the month of April has been released, and the numbers are a bit of a “mixed bag” for brick-and-mortar retailers. On the positive side, Conversion, Average Transaction Value (ATV) and Sales per Shopper (SpS) all continued their trends of showing year-over-year improvement. However, both Sales and Traffic fell considerably in April – 12.5 percent and 14.6 percent respectively.
The year-over-year Sales and Traffic numbers are a bit misleading, as much of the performance decline can be attributed to the shift of Spring Break and Easter into March this year (Easter Sunday was the first day of the retail month of April on retail’s 4-5-4 calendar).
Combining March and April of this year and comparing to the same time period as last year, Sales fell 5.2 percent on a 9.4 percent decline in Traffic, figures a bit more inline with store results over the past six months.
As usual, there were significant differences seen across the regions of the U.S., as well as variability during the month itself.
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