A Scary Halloween for Retailers: October Retail Sales Fall 0.6%, Retailers Take a 7% Hit on Halloween, According to the APT Index

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Denver, Portland, Dallas, Boston, and Baltimore Were the Best Performing Cities.

Applied Predictive Technologies (APT) announced today that the APT Index of in-store retail sales was down 0.6% in October of this year, as compared to October 2014. Halloween Weekend* sales contributed to this decrease, falling 7.1% compared with sales on the same weekend last year.

Patrick O’Reilly, APT President & COO, said, “We saw interesting dynamics around Halloween Weekend this year. In-store retail sales fell 7% during the weekend, and apparel sales took an even harder hit, decreasing almost 15% compared to last year. Some retailers were able to make up for this as online apparel sales increased 25%.”

The APT Index aggregates in-store sales data at over 100,000 chain stores and restaurants across the U.S. to show how year-over-year sales performance changes.

Halloween Weekend Retail Sales – by APT Index numbers:

Overall Retail:

  •     Sales: -7.1%
  •     Transactions: -5.9%
  •     Transaction size: -1.2%

Apparel (In-store):

  •     Sales: -14.5%
  •     Transactions: -17.3%
  •     Transaction size: +2.8%

Apparel (Online):

  •     Sales: +25.9%
  •     Transactions: -1.8%
  •     Transaction size: +27.7%

General Merchandise:

  •     Sales: -3.2%
  •     Transactions: -0.4%
  •     Transaction size: -2.8%

October Retail Sales – by APT Index numbers:

Overall Retail:

  •     Sales: -0.6%
  •     Transactions: -1.9%
  •     Transaction size: +1.3%

Apparel (In-store):

  •     Sales: -3.3%
  •     Transactions: -3.8%
  •     Transaction size: +0.5%

Apparel (Online):

  •     Sales: +2.7%
  •     Transactions: -3.1%
  •     Transaction size: +5.8%

General Merchandise:

  •     Sales: -1.0%
  •     Transactions: -2.2%
  •     Transaction size: +1.2%

Top Performing Metro Areas in October by APT Index Retail Sales Comps**

  •     Denver, CO: +2.0%
  •     Portland, OR: +1.6%
  •     Dallas, TX: +0.7%
  •     Boston, MA: +0.3%
  •     Baltimore, MD: -0.1%

Bottom Performing Metro Areas in October by APT Index Retail Sales Comps**

  •     Houston, TX: -5.0%
  •     San Antonio, TX: -4.1%
  •     San Diego, CA: -4.0%
  •     Pittsburgh, PA: -3.7%
  •     Detroit, MI: -3.2%

For more information, visit: http://www.predictivetechnologies.com.

*All Halloween Weekend sales comps are a comparison of Halloween Weekend in 2015 to the same weekend last year, adjusted to compare consistent days of the week (10/30/2015-11/1/2015 compared to 10/31/2014-11/2/2014). All figures are for the physical channel, except for the online apparel sales, as noted.

**Top performing metro areas chosen from the top 25 metro areas as defined by the Core Based Statistical Area (CBSA) from the U.S. Census.

All October sales comps are a comparison of October 2015 to October 2014, adjusted to compare consistent days of the week (10/1/2015-10/31/2015 compared to 10/2/2014-11/1/2014).

About APT
APT is a leading cloud-based analytics software company that enables organizations to rapidly and precisely measure cause-and-effect relationships between business initiatives and outcomes to generate economic value. Our intuitive and proprietary Test & Learn® software utilizes sophisticated algorithms to analyze large amounts of data, enabling business leaders to conduct experiments and allowing them to make optimal decisions and implement business initiatives at scale. We also offer products that support decision-making for specific business needs including transaction analysis, space planning, promotion design, category management and location selection. APT’s client portfolio features some of the world’s best known brands, including Walmart, Starbucks, Coca-Cola, Victoria’s Secret, American Family, Hilton Worldwide, SUBWAY, TD Bank, T-Mobile, and others. APT has offices in Washington, D.C., San Francisco, London, Bentonville, Taipei, Tokyo, Sydney, and Chicago. Visit http://www.predictivetechnologies.com to learn more.

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