Port Washington, NY (PRWEB) November 06, 2012
For the week ending November 3, 2012, The Shopping Activity Weekly Holiday Trends* report from leading market research provider The NPD Group, Inc., shows that 57 percent of U.S. consumers went shopping at brick-and-mortar retail stores, and this level of shopping incidence was similar to October levels. Approximately 66 percent of these shopping visits resulted in a purchase in the most recent week, which was up 1 percentage point from the prior week.
For the week ending November 3rd online share of buying visits remained around 16 percent.
The impact of Hurricane Sandy was evident in the Northeast region (inclusive of hardest hit states NJ, NY, and CT) where brick-and-mortar shopping visits were down 7 percent when compared to the average number of shopping visits over the five prior weeks. Online buying visits that occurred in the Northeast also saw a decline by 4 percent when compared to the average of the prior five weeks. Shopping conversion in this region for brick-and-mortar was at 65 percent in the past two weeks surrounding the storm, which are the highest levels of conversion in this region since we began tracking in early October.
“In the wake of Hurricane Sandy there have been widespread and lengthy power outages in the northeast. The region will try their best to get back to business but there is just one other minor hurdle to overcome that was never anticipated – the absence of gas,” stated Marshal Cohen, Chief Industry Analyst, The NPD Group, Inc. “Retailers that may have dodged the initial impact of Sandy are now faced with this challenge and the losses of sales in and around the areas hit hardest have this unexpected layer to deal with.”
*The Shopping Activity Weekly Holiday Trends is special report from The NPD Group, Inc.’s Shopping Activity Service. The Shopping Activity Weekly Holiday Trends report will follow the weekly holiday shopping trends over the course of the 2012 holiday retail season and will be released weekly. Our Shopping Activity Services fields an online study to 4,750 U.S. consumers daily. It captures brick-and-mortar shopping behavior and online purchase behavior in general merchandise channels, including purchases of categories from apparel to entertainment to toys and video games. It excludes the following channels: grocery, drug, gas, convenience and restaurant.
** Buying visits occur when the consumer makes a purchase from a store or website. Buying visits are different from dollar or unit sales.
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 2,000 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.