NPD Holiday Shopping Bag 2017 Weekly Report: Week 1
Leading global information provider The NPD Group will once again be reporting U.S. weekly point-of-sale results for key general merchandise categories tracked by the company throughout the holiday season. In addition to Apparel*, Toys, Technology, Athletic Footwear, and Prestige Fragrance, NPD’s “Holiday Shopping Bag” for 2017 has been expanded to include Small Home Appliances, Prestige Makeup and Skincare, and Office Supplies. Many of these industries saw a positive kickoff to Holiday 2017 in the first week of November.
“Holiday 2017 appears to be heating up a bit earlier than the 2016 season, thanks in-part to a dramatic change to cooler weather in parts of the U.S.,” said NPD’s Chief industry Analyst, Marshal Cohen. “The home-industry’s hot-streak, driven by the consumer’s focus on enhancing their everyday lives, will likely continue through the holiday season. The apparel industry’s challenge will be to keep this early momentum going, and not sell out on the products driving early growth.”
Week Ending November 4, 2017
- Dollar sales in the first week of November 2017 were 2 percent higher than they were in the first week of November 2016.
- Small Home Appliances and Apparel were the primary growth drivers this week.
- Increases in unit sales were the primary source of this week’s gains, with the exception of Apparel where an increase in average selling price was also a key contributor to overall dollar gains.
Top Performing Categories
- Women’s Apparel (driven by Outerwear)
- Men’s Apparel (driven by Sweats/Active Bottoms)
- Home Environment Appliances (driven by Heaters)
- Boy’s Apparel (driven by Sweats/Active Bottoms)
- Stereo Headphones
“The early shopper appears to be engaged, but it will be important to keep an eye on shopping patterns throughout the 2017 holiday season,” added Cohen. “While consumer intentions indicate a move from late-season shopping to Thanksgiving week, the extra shopping week before Christmas will be critical for retailers looking to get that last holiday push.”
Looking at POS information allows NPD to monitor critical sales trends and identify what, and when consumers are actually purchasing during the holiday period. These are critical views to help manufacturers and retailers understand what’s hot, what’s not, and how the holiday landscape has evolved.
* Information is collected from a panel of leading retailers that provide weekly point-of-sale data covering in-store and online sales.