Super Saturday offers mixed results

San Jose, Calif. – “Super Saturday,” the Saturday before Christmas (Dec. 20), was not quite super for retailers expecting a sales bonanza. According to data from in-store analytics provider RetailNext, compared to the equivalent date in 2013, net sales were down 9%, store traffic was down 10.6%, total transactions fell 8% and average transaction value was 0.9% lower.



However, there were a couple of bright spots. Conversion rate rose 0.4 percentage points and sales per shopper increased 1.8%.



Results were similar for Sunday, Dec. 21 and the weekend as a whole. On Sunday, net sales fell 8.4%, traffic sank 9.4%, total transactions fell 7.4% and average transaction value was 0.8% lower. Howevern conversion rate increased 0.4 percentage points and sales per shopper rose 1.1%. During the two days, net sales fell 8.9%, traffic fell 10.2%, total transcations shrank 7.8% and average transaction value fell 0.8%. Meanwhile, conversion rate climbed 0.4 percentage points and sales per shopper rose 1.4%.