NPD Releases First Results From Shopping Activity Weekly Holiday Trends Report

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Shows Impact of Columbus Day Holiday On Retail Sales

Marshal Cohen, Chief Industry Analyst, The NPD Group, Inc.

We can clearly see the impact of Columbus Day sales from both a marketing and a discounting perspective,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.,

According to The NPD Group, Inc.’s new Shopping Activity Weekly Holiday Trends* report, approximately 7 out of 10 shopping visits to a brick and mortar store resulted in a purchase. That trend remained steady throughout the first three weeks of October despite the Columbus Day holiday.

See Chart:Brick & Mortar Shopping Conversion Rate
Weeks Ending Oct.3rd –Oct. 17th

The Shopping Activity Weekly Holiday Trends report also looks at online purchasing behavior. During the first week of October online buying visits accounted for 12.8 percent of all buying visits. The following two weeks, which spanned the Columbus Day holiday, showed a decline in the online share of buying visits.

See Chart: Online Share of Buying Visits
Weeks Ending Oct.3rd –Oct. 17th

“We can clearly see the impact of Columbus Day sales from both a marketing and a discounting perspective,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc., “What this shows is that consumers chose to do their shopping in brick and mortar locations and as a result did less online shopping.”

“I think that this has implications for the coming holiday season, as retailers run more promotions and put more products on sale we will clearly have a level of tradeoff in the consumer. More traffic into stores may come at the expense of a retailer’s online business. Consumers aren’t spending more, necessarily but will be spending differently and looking to get the best prices regardless of location,” concluded Cohen.

*The Shopping Activity Weekly Holiday Trends is special report from The NPD Group, Inc.’s Shopping Activity Service. The Shopper Activity Weekly Holiday Trends report will follow the weekly holiday shopping trends over the course of the 2011 holiday retail season and will be released weekly. Shopping Activity Services is a study fielded to 4,750 U.S. consumers daily. It captures brick and mortar shopping behavior and online purchase behavior in categories from Apparel to Entertainment to Groceries to Video Games.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us, visit http://www.npd.com/, or follow us Twitter at twitter.com/marshalcohen and twitter.com/npdfashion. Become a fan of Marshal Cohen at http://www.facebook.com/npdmarshalcohen and watch more on NPD’s YouTube channel.

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