ShopperTrak: Last Minute Shopping Surge to Help December Sales

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Chicago—The last minute crunch is on!

According to ShopperTrak’s latest report released Wednesday,  holiday shoppers last week boosted sales 21.7% over the previous week and 1.3% over the same week last year.

If the pace continues,  ShopperTrak forecasts December is on its way to higher retail sales than last year. Month-to-date figures are up 0.5% over December 2010.

“December’s retail gains will likely continue all the way through Christmas and the end of Hanukkah,” ShopperTrak founder Bill Martin said. “As the weather gets colder and these important days get closer, retailers should be ready to service customers looking to buy.”

Super Saturday Sales Results

Despite the high week-over-week returns, the weekend of Dec. 16 to Dec. 18 showed slight year-over-year declines in sales. Super Saturday, the last Saturday before Christmas, was moved up to Dec. 17 by many retailers this year, since the final Saturday is Dec. 24, Christmas Eve.

The switch may have diluted sales comparisons. On Dec. 17 the “observed” Super Saturday had a 0.7% sales decline over the same day last year and consumers spent $7.5 billion compared to $7.55 billion spent last year.

“This week holds an extra shopping day between Thanksgiving and Christmas compared to past years,” Martin said. “Shoppers will be ready to spend the rest of their holiday budgets. Stores that monitor hourly foot-traffic, staff appropriately to the number of shoppers in the store and prepare inventory for additional traffic will be most successful.”

ShopperTrak analyzed foot-traffic from more than 25,000 locations in theUnited Statesto create this National Retail Sales Estimate (NRSE) of general merchandise, apparel and accessories, furniture and other sales.

About ShopperTrak

ShopperTrak provides cutting-edge retail intelligence solutions enabling retail companies to count and benchmark their retail foot-traffic at the national, regional and local levels to better understand trends and determine the impact of store and staff performance on company revenues. With more than 40,000 units installed in the world’s best known retail outlets and malls and more than 15 years of retail expertise, ShopperTrak is a leading authority for information and analysis of the movement of shoppers in retail environments. ShopperTrak offers a managed service to provide the most accurate retail foot traffic counting service available.


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