NPD Releases First Four Weeks of October from Shopping Activity Weekly Holiday Trends Report

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Less Shoppers But Shopping Conversion in Stable

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

“We had seen the effect of the holiday promotions driving consumers into the brick and mortar outlets and now without the promotional activity, we can see consumers are dialing back,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.

According to this week’s release of The NPD Group, Inc.’s new Shopping Activity Weekly Holiday Trends* report 68 percent of consumers shopped in brick and mortar stores which is down from the previous week’s 69 percent. Additionally, the average spend per buyer is down approximately 10 percent compared to the previous eleven weeks.

The study goes on to show that despite the fact that less people were shopping in brick and mortar stores the shopping conversion rate remained stable.

SEE CHART: NPD'S Brick and Mortar Shopping Conversion Rate - WE 10-25-11

“We had seen the effect of the holiday promotions driving consumers into the brick and mortar outlets and now without the promotional activity, we can see consumers are dialing back,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.

A look at the Online Share of Buying for the weeks of October 3 through October 24 shows that this number has leveled-off following the peak seen at the beginning of October.

SEE CHART: NPD'S Online Share of Buying Visits - WE 10-25-11

“In our Consumer Tracking Services there are categories in which we are seeing growth. Among them is athletic footwear,” said Cohen, “What does athletic footwear have that the declining or flattening categories don’t have? Innovation! Without new, exciting, and innovative product I don’t see consumers being motivated to purchase and help to drive real retail growth.”

*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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Beth Boyle
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