ShopperTrak Predicts 1.4 Percent Total U.S. Foot Traffic Decline for Back-to-School Season
3.5 Percent Retail Sales Increase Anticipated for Same Period
CHICAGO, IL, July 20, 2010 – As the second most active season (behind the Nov. / Dec. period) on the retail calendar approaches, ShopperTrak today announced it expects total U.S. foot traffic for back-to-school 2010 to decline a slight 1.4 percent while retail sales are expected to increase 3.5 percent for the same period as compared to last year.
ShopperTrak’s historical data suggests back-to-school (a period defined as the month of August) will perform much better than the 7.7 percent traffic and corresponding 4.9 percent GAFO sales declines retailers experienced in 2009 – a period mired in the recession and compared to a rather strong back-to-school 2008 which occurred the month before the U.S. financial crisis began. And while ShopperTrak predicts back-to-school traffic levels should decline this year, the company says this won’t be a surprise to the industry as back-to-school performance will most likely mirror sales and traffic levels seen throughout 2010.
“The data we’ve received from thousands of retail clients throughout the year shows traffic levels have been slightly down since just before the holidays, but spending has remained positive during this time, which points to value-driven consumers spending more during less trips to malls,” Mr. Martin said. “In analyzing the upcoming back-to-school season, we think the relative positivity compared to last year added to pent up demand and the need to replace some worn out items will equal a 3.5 percent sales rise, which would ultimately be considered a strong season for retailers.” Martin continued: “While we anticipate some relative strength throughout August, we will continue keeping a close eye on gasoline prices and unemployment levels, which historically can dramatically impact retail performance.”
Developed by ShopperTrak, the NRSE provides a nationwide benchmark of retail sales. It is derived from the U.S. Commerce Department's GAFO (general
merchandise, apparel, furniture, sporting goods, electronics, hobby, books and other related store sales) statistic, as well as ShopperTrak proprietary industry intelligence on shopper movement and sales statistics.
The ShopperTrak Retail Traffic Index™ measures traffic across five separate retail segments including total
A privately held entity, ShopperTrak leverages 20 years of retail expertise to be the industry's authority for information and analysis of the movement of shoppers in retail environments. ShopperTrak's cutting-edge shopper tracking products and indices offer retail intelligence solutions that enable companies to better understand retail trends and the impact of store and staff performance on company revenues. With more than 50,000 units installed in the world's best known retail outlets and malls, the company's solutions also provide a proven means for retailers to gauge labor efficiencies, advertising and marketing efforts, store design and remodeling programs, merchandise changes, associate training programs, and other budget-intensive strategic initiatives. For more information visit http://www.shoppertrak.com.
EDITOR'S NOTE: The data contained within this news release is the property of ShopperTrak RCT Corporation and may be reprinted, published or broadcast, provided proper credit is given to the National Retail Sales Estimate (NRSE), the ShopperTrak Retail Traffic Index and ShopperTrak RCT Corporation as the supplier of the information. Please contact Aaron Martin at
