NPD Releases Shopping Activity Weekly Holiday Trends Report

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Report Looks at Halloween Shopping

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

"Just how good is Halloween for the retail business?" asks Marshal Cohen, chief industry analyst, The NPD Group, Inc.

This week’s Shopping Activity Weekly Holiday Trends* report from leading market research provider The NPD Group, Inc.’s shows an increase in the number of shoppers in Brick & Mortar stores.

However, while the report shows that shopping activity was up, the Brick & Mortar Shopping Conversion Rate shows a trend toward fewer purchases.

See Chart: Brick & Mortar Shopping Conversion Rate/Weeks Ending Oct.10th –Oct. 31st

“Just how good is Halloween for the retail business?” asks Marshal Cohen, chief industry analyst, The NPD Group, Inc., “It turns out that not all Halloween shopping brings treats for retailers…finding just the right costume or decorations or candy make shopping more about searching and less about settling. And this week we can see that in the drop off in our shopping conversion rate as more people browse and don’t make a purchase.”

A look at the Online Share of Buying for the 4 weeks reported here remained in the 12 percent range.

See Chart: Online Share of Buying Visits/Weeks Ending Oct.10th –Oct. 31st

*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, or follow us Twitter at and Become a fan of Marshal Cohen at and watch more on NPD’s YouTube channel.


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