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RetailNext Releases 2012 Full Holiday Season Retailer Performance Data; Traffic Down 16.4% and Sales Down 3.4% from 2011
Late-Season Rally and More Targeted Shopping Fall Short in Reversing Decline
By: PR Newswire
Jan. 4, 2013 08:15 AM
SAN JOSE, Calif., Jan. 4, 2013 /PRNewswire/ -- As ads bombarded inboxes and TV sets this holiday season, shoppers were readying their strategies for store visits and purchases. This trend was clear, found in-store analytics leader RetailNext, as sales and traffic were consistently lower than in 2011, while conversion rates and average transaction value (ATV) were higher. At the same time, spending came late in the season, with four of the top five highest sales days falling within 10 days of Christmas and December 22 surpassing even Black Friday to realize the most sales of the season.
RetailNext analyzed a total of 8.5 million shopping trips to big box and specialty retailers in the U.S. during the 2011 and 2012 holiday seasons. Key findings include:
"Retailers cannot underestimate the post-Christmas potential. The post-holiday period showed better results year-over-year between December 26 and January 1. December 27 through 29 were particularly strong at 20% sales growth and a 2.5 basis point increase in conversion overcoming a 4% drop in traffic," stated Shelley E. Kohan, VP of Retail Consulting, RetailNext.
"There were important shifts in calendar days this season, which impacted sales and traffic to stores. In 2011 Christmas fell on a Sunday. That led to softness on the Saturday before Christmas, (Christmas Eve) compared to 2012, when Saturday was an unencumbered shopping day with the season's largest sales. Likewise, the day after Christmas in 2011 was a holiday for most people, but not in 2012, leading to a significant sales drop," added Kohan.
"As retailers look forward to the 2013 holiday season, the calendar will again play a major role. With six fewer days in the season, due to a late Thanksgiving and the very rare occurrence of Hanukkah starting at the same time, retailers need a strategic plan to make up for less shopping time. I recommend a focus on increasing conversion and ATV in the earlier parts of November, especially Monday through Wednesday, which were the lowest converting days in 2012," she offered.
To learn more about RetailNext's holiday season data and analysis, see the November 27, 2012 Press Release: RetailNext Releases Black Friday Weekend 2012 Performance Data for Specialty Segment or visit the RetailNext Blog. RetailNext findings can be followed on Twitter @RetailNext.
Headquartered in San Jose, CA, RetailNext is a growing global brand operating in more than 20 countries. For more information, call +1-888-609-5877.
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