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NPD Releases Shopping Activity Weekly Holiday Trends Report For The Week Ending December 15, 2012

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Port Washington, NY, December 18, 2012–For the week ending December 15, 2012, The Shopping Activity Weekly Holiday Trends* report from global information company The NPD Group, Inc., shows that 57 percent of U.S. consumers went shopping at brick-and-mortar retail stores, up from 56 percent in the week prior. 

Approximately 64 percent of those shopping visits resulted in a purchase in the most recent week, down slightly from the prior week.    

Total US, Brick-and-Mortar Shopping Conversion Rate
Weeks Ending November 10 – December 15, 2012

  Week Ending Week Ending Week Ending Week Ending Week Ending Week Ending
  11/10/12 11/17/12 11/24/12 12/1/12 12/8/12 12/15/12
Brick-and-Mortar Shopping Conversion 64.9% 64.1% 63.8% 62.9% 65.3% 64.5%

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

Average spend per buying visit in brick-and-mortar stores was relatively stable from the prior week at, while average spend online decreased by 4 percent this week.

“The retailers getting the interest of shoppers are the ones that are in this season’s ‘hot item’ business and the surprise winner this year is footwear,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “Footwear, not thought of as a traditional holiday gift, is building a trend of becoming a gift item as well as a self-gifting item for holiday. Think lightweight running shoes.”

For the week ending December 15, the online share of buying visits remained stable at 21 percent.

Total US, Online Share of Buying Visits 
Weeks Ending November 10 – December 15, 2012

  Week Ending Week Ending Week Ending Week Ending Week Ending Week Ending
  11/10/12 11/17/12 11/24/12 12/1/12 12/8/12 12/15/12
Online Share of Buying Visits 17.1% 17.8% 19.0% 23.6% 21.0% 21.4%

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

“As we move closer to the end of the holiday shopping season and as consumers enter the mode of last minute gift shopping, online share is likely to decline,” stated Cohen.

 

*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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