Updated sales figures signal the elongation of holiday shopping season, movement away from blockbuster days
ShopperTrak, the leading global provider of consumer behavior insights and location-based analytics, recently released its updated sales estimate for brick-and-mortar retail on Black Friday weekend, including Nov. 26 – Nov. 29. The four dates accumulated a projected $20.43B in total sales, which is an estimated 10.4 percent decrease versus 2014.
“It’s important to view the decrease in context. There are several contributing factors, including fewer available store hours on Thanksgiving Day and a later Hanukah that is anticipated to push sales into December,” said Bill Martin, ShopperTrak founder. “Most importantly, the success of the holiday season doesn’t hinge on the performance of a single day.”
Thanksgiving Day 2015 grossed an estimated $1.76 billion in sales, which is a 12.5 percent decrease versus 2014; Black Friday 2015 garnered an estimated $10.21B in sales, which is an estimated 11.9 percent decrease versus 2014.
“Seven out of the top ten sales days still remain, and December is anticipated to be strong,” added Kevin Kearns, ShopperTrak chief revenue officer. “With that in mind, we still maintain our 2.4 percent increase in sales for brick-and-mortar retail this holiday season.”
About ShopperTrak
ShopperTrak is the leading global provider of location-based analytics, offering insights into consumer behavior to improve profitability and effectiveness. ShopperTrak customers gain insights through the use of Perimeter, Interior and Performance Analytics to better understand their customers, enabling them to enhance the shopping experience to increase traffic, conversion and transaction size.
With more than 1,000 of the world’s leading retailers, malls and entertainment venues, ShopperTrak deploys over 70,000 devices across 90 countries and territories. The Chicago-based company has more than 200 employees, with offices in San Francisco; High Wycombe, England; Mexico City; Dubai, United Arab Emirates; Shenzhen, China; and Helsinki, Finland. For more information, visit https://www.shoppertrak.com.
SOURCE: ShopperTrak
