ShopperTrak is the leading global provider of location-based analytics, offering insights into consumer behavior to improve profitability and effectiveness.

December 9, 2014

November Sales Increase Despite Thanksgiving Weekend Decline

CHICAGO – December 9, 2014 – Early promotions in November proved beneficial as preliminary sales numbers show an encouraging gain for the holiday season. ShopperTrak data suggests a 5.4% increase in sales last month as compared to the same period in 2013. Similarly, shopper visits saw the smallest decline in recent years, providing a hopeful outlook that the season’s predicted 3.8% increase is still on par.

“The early push in the season has helped to offset a slightly underperforming Thanksgiving weekend,” explained Founder, Bill Martin. “We saw 7 days in the month of November with higher shopper visits than the previous year, which shows that the trend toward fewer visits per shopping trip is stabilizing.”

While the bulk of holiday sales still take place in December, ShopperTrak has seen a steady shift toward November over the past 10 years. This year, it is expected that approximately 45% of the season’s sales have already taken place, while 7 of the top 10 sales days are yet to come. The season’s biggest day for shopping is expected to be Saturday, December 20 this year.

Targeted Shoppers
Positive changes in conversion rate and transaction size were seen among many retailers, as online and mobile shopping have helped to create a more prepared buyer.

“While it’s clear that mobile shopping will continue to advance as a preferred tool for the consumer, we see more and more retailers embracing engagement strategies to close the omni-channel loop. It was reported by Walmart this week that 10% of their online sales during the Thanksgiving weekend occurred on mobile phones from consumers inside their stores,” said Martin.