Port Washington, NY (PRWEB) December 04, 2012
The NPD Group Inc.’s Shopping Activity Weekly Holiday Trends* report takes a look at shopping activity for the two week time period that straddled the Thanksgiving holiday time period. The report shows an increase in total buying visits (brick-and-mortar and online) and an increase in the online share of buying visits, however there was an overall decrease in brick-and-mortar shopping conversion which is typical during the holiday season as more shoppers head into the stores and browse.
For the week ending December 01, 2012, The Shopping Activity Weekly Holiday Trends* report from leading market research provider The NPD Group, Inc., shows that 58 percent of U.S. consumers went shopping at brick-and-mortar retail stores, up from 56 percent in the week prior. Approximately 63 percent of those shopping visits resulted in a purchase in the most recent week, down 1 point from the prior week.
While conversion is down in stores, average spend in brick-and-mortar stores is up 5 percent compared to the prior week.
“The good news is consumers are spending money on higher ticket priced items including electronics,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “But in order to get the shopping conversion rate up retailers must find that one priceless item consumers will want to buy in store to receive instant gratification.”
For the week ending December 1, the online share of buying visits also increased to almost 24 percent as the holiday shopping season kicked off for online retailers with Cyber Monday. The average spend online was also up 8 percent from the prior week.
“With a heavy front load comes a light back load and even though we had a successful Black Friday weekend and Cyber Monday this year retailers should be careful what they wish for,” stated Cohen. “Consumers will have to wait for their next pay day to continue their holiday shopping, just because we had a strong start to the holiday season doesn’t mean shoppers have more money to spend.”
*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 provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, entertainment, fashion, food / foodservice, home, office supplies, 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.