New York -- The initially predicted “super weekend” (Dec. 21 and Dec. 22) will now become a “monster weekend” for brick-and-mortar stores, according to RetailNext, whose analysts predict a low single-digit uptick in traffic for brick-and-mortar stores, which will translate into an estimated 5% sales growth this weekend, resulting from improved conversion. The impact of last weekend’s snowstorm, coupled with the online shipping cutoffs, makes this weekend for brick-and-mortars even more substantial.
Despite the relatively modest traffic uptick, RetailNext expects sales growth due to the year-over-year improvements in conversion. Those shoppers entering the brick-and-mortar environment are leaving with product, and the company expects no less this upcoming weekend.
RetailNext advises that retailers can quickly act on shopper readiness by ensuring stock is to the floor, staff is ready to convert shoppers (they will need little convincing), and “add-on” sales are in action to create an opportunity to drive shopper yield. Utilizing mobile functionality to help with conversion while shoppers are in the store could make this a top weekend for the year, surpassing even Black Friday Weekend.