RetailNext: Brick-and-mortar sales, traffic fall Thanksgiving weekend

San Jose, Calif. – Brick-and-mortar sales and traffic patterns during the five-day Thanksgiving weekend may have benefited customers who hate crowds, but were not good news for retailers. According to data from in-store analytics provider RetailNext, sales during the period fell 10.7% compared to the same five days in 2013, while traffic dropped 12.4%.



Not all news was bad. The conversion rate during the weekend rose 0.4 percentage points and average item price climbed 0.5%. The number of items per transaction increased 5.7%, although average item price declined 2.7%.

In addition, shopping trips during November decreased 11.1% compared to the same month a year earlier, while sales fell 10.5%.