NPD's Shopping Activity Weekly Holiday Trends Report For The Week Ending Novemeber 21, 2011

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T’was Week Before Thanksgiving …

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

What this week’s results demonstrate are some of the key points I am already seeing in this year’s holiday shopping season,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.

For the week ending November 21, 2011, the week before Thanksgiving, The Shopping Activity Weekly Holiday Trends* report from leading market research provider The NPD Group, Inc. shows a decrease in the number of shoppers in the market. Sixty-six percent of U.S. consumers went shopping at Brick & Mortar retail compared to 68 percent the prior week however Brick & Mortar shopping conversion remained stable.

See Chart: NPD's Brick & Mortar Shopping Conversion Rate for WE Nov. 21, 2011

During the first three weeks of November grocery stores and mass merchants accounted for approximately 45% of all shopping visits in brick & mortar retail (grocery accounted for 16 percent and mass accounted for 29 percent). This week the report found that both channels experienced declines in shopping visits. Grocery stores were down 5 percent and mass merchants were down 3 percent, impacting the total market.

However, not all channels experienced declines. In alphabetical order the channels that increased shopping visits are: beauty specialty stores, electronic stores, factory outlets, sporting goods stores and toy stores.

Some of the retail channels that have had the most success getting shoppers to buy this week are: book stores, up from 44 percent to 51 percent for shopping conversion, sporting goods stores, up from 46 percent to 52 percent and department stores, up from 38 percent to 42 percent.

“What this week’s results demonstrate are some of the key points I am already seeing in this year’s holiday shopping season,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc., “First, we can see lower-end consumers stepping back their shopping so they can prepare for both the Thanksgiving holiday and the family meal. They are catching their breath before stepping into the stores for the weekend bonanza. And secondly, we can see that department stores and selective specialty stores are starting to gain momentum into holiday.”

The Online Share of Buying Visits increased to 12.8% this week.

See Chart: NPD's Online Share of Buying Visits WE Nov. 21, 2011

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Beth Boyle
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