San Jose, Calif. -- A Friday report by RetailNext said that its analysis of 8.5 million shopping trips to big-box and specialty retailers in the U.S. during the 2011 and 2012 holiday seasons revealed that:
The report also found that Christmas Eve was off from the previous year, recording a 1.5% reduction in sales on a 12.2% reduction in traffic. But the post-Christmas period from Dec. 26 to Jan. 1 rallied, despite an 8.5% reduction in traffic, to show a healthy 12.7% increase in sales. This increase owes itself to a conversion increase of 1.8 basis points and a 6.7% increase in ATV for the period.
The highest traffic days of the season according to RetailNext were Black Friday, followed by the two Saturdays before Christmas (Dec. 22 and Dec. 15). The days with the highest ATV were Thanksgiving Day (Nov. 22), followed by Christmas Day, and the days with the highest conversion rates were Tuesday, Dec. 18, followed by Monday, Dec. 17.
The top five sales days of the season were Saturday, Dec. 22; Black Friday, Nov. 23; Friday, Dec. 21; Saturday, Dec. 15; and Sunday, Dec. 23.
"Retailers cannot underestimate the post-Christmas potential,” said Shelley Kohan, VP retail consulting, RetailNext. "There were important shifts in calendar days this season, which impacted sales and traffic to stores. “As retailers look forward to the 2013 holiday season, the calendar will again play a major role.”