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NPD Releases Shopping Activity Weekly Holiday Trends Report For The Week Ending December 1, 2012

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Port Washington, NY, December 4, 2012–The NPD Group Inc.’s Shopping Activity Weekly Holiday Trends* report takes a look at shopping activity for the two week time period that straddled the Thanksgiving holiday time period. The report shows an increase in total buying visits (brick-and-mortar and online) and an increase in the online share of buying visits, however there was an overall decrease in brick-and-mortar shopping conversion which is typical during the holiday season as more shoppers head into the stores and browse.

For the week ending December 01, 2012, The Shopping Activity Weekly Holiday Trends* report from leading market research provider The NPD Group, Inc., shows that 58 percent of U.S. consumers went shopping at brick-and-mortar retail stores, up from 56 percent in the week prior. Approximately 63 percent of those shopping visits resulted in a purchase in the most recent week, down 1 point from the prior week.

Total US, Brick-and-Mortar Shopping Conversion Rate
Weeks Ending November 3 – December 1, 2012

  Week Ending Week Ending Week Ending Week Ending Week Ending
  11/3/12 11/10/12 11/17/12 11/24/12 12/01/12
Brick-and-Mortar Shopping Conversion 66.0% 64.9% 64.1% 63.8% 62.9%

Source: Shopping Activity Weekly Holiday Trends Report
+Shopping Conversion Rate is NPD’s measure of shoppers engaged in the shopping experience and making a purchase.

While conversion is down in stores, average spend in brick-and-mortar stores is up 5 percent compared to the prior week.

“The good news is consumers are spending money on higher ticket priced items including electronics,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “But in order to get the shopping conversion rate up retailers must find that one priceless item consumers will want to buy in store to receive instant gratification.”

For the week ending December 1, the online share of buying visits also increased to almost 24 percent as the holiday shopping season kicked off for online retailers with Cyber Monday.  The average spend online was also up 8 percent from the prior week.

Total US, Online Share of Buying Visits
Weeks Ending November 3 – December 01, 2012

  Week Ending Week Ending Week Ending Week Ending Week Ending
  11/3/12 11/10/12 11/17/12 11/24/12 12/01/12
Online Share of Buying Visits 16.3% 17.1% 17.8% 19.0% 23.6%

Source: The NPD Group, Inc. / Shopping Activity Weekly Holiday Trends Report

“With a heavy front load comes a light back load and even though we had a successful Black Friday weekend and Cyber Monday this year retailers should be careful what they wish for,” stated Cohen. “Consumers will have to wait for their next pay day to continue their holiday shopping, just because we had a strong start to the holiday season doesn’t mean shoppers have more money to spend.”

*The Shopping Activity Weekly Holiday Trends is special report from The NPD Group, Inc.’s Shopping Activity Service. The Shopping Activity Weekly Holiday Trends report will follow the weekly holiday shopping trends over the course of the 2012 holiday retail season and will be released weekly. Our Shopping Activity Services fields an online study to 4,750 U.S. consumers daily. It captures brick-and-mortar shopping behavior and online purchase behavior in general merchandise channels, including purchases of categories from apparel to entertainment to toys and video games.  It excludes the following channels: grocery, drug, gas, convenience and restaurant.

** Buying visits occur when the consumer makes a purchase from a store or website.  Buying visits are different from dollar or unit sales.

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Press Contact

Erin Cohen
516-625-2203
erin.cohen@npd.com

@npdstyle

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

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