As expected, shopper activity increased this November as holiday shopping began in earnest. Total retail store shopper traffic increased 19.9% compared to October 2013. Shopper traffic for November 2013, however, decreased by 10.2% compared to the same month last year.
November began with a flurry of retail promotions far in advance of Black Friday in an attempt to entice shoppers to begin their shopping early. Additionally, November contained two of the busiest shopping days of the year — Black Friday (Nov. 29) and Black Saturday (Nov. 30). This activity helped increase shopper traffic over October. However, the promotions did not generate enough traffic to match or exceed the November 2012 level.
Given the calendar shift, November saw an extra week prior to Thanksgiving, pushing the holiday out to Nov. 28. Thus, nearly all post-Thanksgiving shopper activity will take place in December this year.
“November saw the boost over October that we expected,” said Bill Martin, ShopperTrak founder. “Holiday shopper traffic will continue to climb with the approach of Christmas. With one less week between Thanksgiving and Christmas this year, shoppers won’t have the luxury of procrastinating that they often do. December 25 will be here before they know it and the days leading up to the holiday will be some of the busiest retail days of the year.”
ShopperTrak's data and analyses in this article are based on counting billions of shoppers in more than 60,000 locations across 90 countries. ShopperTrak counts more retail foot traffic than any other company in the world. The retail technology company collects and analyzes anonymous foot traffic, queue times and shopper demographics to identify revenue opportunities. Find out more at http://www.shoppertrak.com.