Jan. 4, 2013 - 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. "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."
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