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

December 2, 2014

Thanksgiving Plays Spoiler to Top Sales Day of the Year

CHICAGO – December 2, 2014 – With Black Friday sales down 6.8% compared to 2013, Super Saturday is now in position to take the #1 spot for sales this Holiday Season, sending Black Friday to Number 2. Thanksgiving Day Sales continue to gain momentum, but gains on Thursday came at the expense of the rest of the weekend, leaving the total weekend at a 2.1% decline year over year. Black Friday was not alone in its lower than average sales, as Sunday’s preliminary sales came in at -6%. Saturday held steady in comparison, with a .02% increase.

Though the Thanksgiving weekend may have underperformed, it is important to remember that historically, there has not been a direct correlation between the weekend and the holiday season’s total sales.

ShopperTrak Founder, Bill Martin discussed the weekend’s overall performance. “It seems as if Sunday was the real culprit as consumers ran out of steam, with strong store visits and significant sales on Thanksgiving Day. It appears that four days is just too much for consumers to endure.”

Early Promotions
This year, more than ever, promotions were underway early in November. Retailers understand the importance of getting to the wallet early, and did not hesitate to promote “Black Friday” sales in the days and weeks leading up to the holiday weekend.

“While Black weekend saw a slight decline, we are still hopeful that the season will prevail. 7 of the top 10 sales days for the season are still to come, and retailers will be prepared to appeal to shoppers notorious for seeking last minute deals” explained Martin.

While November’s performance has not yet been reported, ShopperTrak expects that early promotions will help to bolster the season’s growth.

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