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NPD Releases Shopping Activity Weekly Holiday Trends Report For The Week Ending November 10, 2012

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Port Washington, NY, November 13, 2012–For the week ending November 10, 2012, The Shopping Activity Weekly Holiday Trends* report from leading market research provider The NPD Group, Inc., shows that 56 percent of U.S. consumers went shopping at brick-and-mortar retail stores, down from 57 percent last week.  Approximately 65 percent of these shopping visits resulted in a purchase in the most recent week, which was down 1 point from the prior week. 

Total US, Brick-and-Mortar Shopping Conversion Rate
Weeks Ending October 13 – November 10, 2012

  Week Ending Week Ending Week Ending Week Ending Week Ending
  10/13/12 10/20/12 10/27/12 11/3/12 11/10/12
Brick-and-Mortar Shopping Conversion 65.1% 65.2% 65.0% 66.0% 64.9%

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.

For the week ending November 10, the online share of buying visits increased to 17 percent.

Total US, Online Share of Buying Visits
Weeks Ending October 13 – November 10, 2012

  Week Ending Week Ending Week Ending Week Ending Week Ending
  10/13/12 10/20/12 10/27/12 11/3/12 11/10/12
Online Share of Buying Visits 16.3% 16.3% 16.6% 16.3% 17.1%

The damages in the Northeast  (inclusive of hardest hit states NJ, NY, and CT) due to Hurricane Sandy, including power outages and gas shortages, continued to affect the area with brick-and-mortar store visits down 13 percent when compared to the average number of shopping visits in October (week ending November 3 was down 7 percent).  Online buying visits that occurred in the Northeast also witnessed a decline by 6 percent when compared to the average during October, (down 4 percent last week).

Shopping conversion in the Northeast region was up to 66 percent in the past week, up 1 point from the prior week – these two most recent weeks have the highest levels of conversion in this region since we began tracking in early October. 

“While the week was slow, this is the lull before the retail storm; and next week’s report will likely show promise as the result of the Veterans Day sales,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “Also, consumers have started to figure out what they want and what they might buy others for the holidays, so let the shopping begin, and may the retailers learn how to turn shoppers into buyers.” 

*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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