December 23, 2014
Super Saturday Prevails in a Tight Battle for Number 1 Spot
CHICAGO – December 23, 2014 – Though a close race, a 0.5% increase in Super Saturday sales as compared to 2013 won it the number one spot for sales this holiday season. Many shoppers were delighted by lighter crowds than anticipated this past weekend, however motivated buyers and last minute urgency helped boost sales just enough to edge out Black Friday. ShopperTrak, the leading global provider of location based analytics, saw increases in average transaction size and conversion rates on Super Saturday as compared to the same day last year.
“Super Saturday was positioned well this year, just 5 days before Christmas. Although we did not see the 10 billion in sales that ShopperTrak had projected, there was positive growth across the majority of retailers. The final numbers will tell the tale, but we know that Super Saturday saw brisk sales with both conversion rate and average dollar per shopper increasing over last year,” explains Founder, Bill Martin.
This sustained growth has been evident throughout the holiday season, as November sales came in at a 5.4% increase. This is promising for retailers as we close out 2014, and an encouraging sign that the 3.8% gain for the total holiday season is still in reach.
“Lower unemployment rates and gas prices, as well as more manageable weather have attributed to the season’s growth. We expect to see this continue as we head into 2015,” Martin said.
Increased Transaction Size
Retailers are continuing to convert shoppers, and at higher rates than in years past. The increases that were reported on Super Saturday indicate that well informed shoppers are arriving at the mall armed with product knowledge and purpose.
“Conversion rate and average transaction size are key performance metrics used to measure the new targeted consumer who is looking for value and a positive holiday shopping experience.”