Dec 02, 2015

ShopperTrak: In-Store Retail Sales Decline on Black Friday Weekend as Shopping Period Extended

The surveys and analysis on   US retail sales  on Thanksgiving weekend – including  Black Friday -  are still coming in.  Yesterday, ShopperTrak, a  global provider of consumer behaviour insights and location-based analytics put  its updated sales estimate for brick-and-mortar retail on Black Friday weekend (Nov 26 – Nov. 29) at  US$ 20.43 billion.  This, ShopperTrak said,  represented an  estimated decrease of 10.4 per cent compared to  2014.


Within this, according to ShopperTrak, Thanksgiving Day 2015 grossed an estimated US$ 1.76 billion in sales, which is a 12.5 percent decrease versus 2014; Black Friday 2015 garnered an estimated US$ 10.21 billion in sales, which is an estimated 11.9 per cent decrease versus 2014.

“It’s important to view the decrease in context.” said Bill Martin, ShopperTrak founder. “There are several contributing factors, including fewer available store hours on Thanksgiving Day and a later Hanukah that is anticipated to push sales into December.  Most importantly, the success of the holiday season doesn’t hinge on the performance of a single day.”

One of the important factors for decline in Thanksgiving weekend/Black Friday retail sales – which earlier held the top spot -  analysts agree is the spread of the season’s shopping period over more days as retailers have introduced their discounts and bargain offers even earlier this year.

ShopperTrak summed it up saying: “Updated sales figures signal the elongation of holiday shopping season, (and) movement away from blockbuster days.”

Kevin Kearns, ShopperTrak chief revenue officer added: “Seven out of the top ten sales days still remain, and December is anticipated to be strong. With that in mind, we still maintain our 2.4 per cent increase in sales for brick-and-mortar retail this holiday season.”