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NPD Releases Shopping Activity Weekly Holiday Trends Report For The Week Ending November 3, 2012

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Port Washington, NY, November 6, 2012–For the week ending November 3, 2012, The Shopping Activity Weekly Holiday Trends* report from leading market research provider The NPD Group, Inc., shows that 57 percent of U.S. consumers went shopping at brick-and-mortar retail stores, and this level of shopping incidence was similar to October levels.  Approximately 66 percent of these shopping visits resulted in a purchase in the most recent week, which was up 1 percentage point from the prior week. 

Total US, Brick-and-Mortar Shopping Conversion Rate
Weeks Ending September 29 – November 3, 2012

  Week Ending Week Ending Week Ending Week Ending Week Ending
  10/6/12 10/13/12 10/20/12 10/27/12 11/3/12
Brick-and-Mortar Shopping Conversion 65.0% 65.1% 65.2% 65.0% 66.0%

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.

For the week ending November 3rd online share of buying visits remained around 16 percent.

Total US, Online Share of Buying Visits
Weeks Ending September 29 – November 3, 2012

  Week Ending Week Ending Week Ending Week Ending Week Ending
  10/6/12 10/13/12 10/20/12 10/27/12 11/3/12
Online Share of Buying Visits 16.4% 16.3% 16.3% 16.6% 16.3%

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.

The impact of Hurricane Sandy was evident in the Northeast region (inclusive of hardest hit states NJ, NY, and CT) where brick-and-mortar shopping visits were down 7 percent when compared to the average number of shopping visits over the five prior weeks. Online buying visits that occurred in the Northeast also saw a decline by 4 percent when compared to the average of the prior five weeks. Shopping conversion in this region for brick-and-mortar was at 65 percent in the past two weeks surrounding the storm, which are the highest levels of conversion in this region since we began tracking in early October.  

“In the wake of Hurricane Sandy there have been widespread and lengthy power outages in the northeast. The region will try their best to get back to business but there is just one other minor hurdle to overcome that was never anticipated – the absence of gas,” stated Marshal Cohen, Chief Industry Analyst, The NPD Group, Inc. “Retailers that may have dodged the initial impact of Sandy are now faced with this challenge and the losses of sales in and around the areas hit hardest have this unexpected layer to deal with.”

*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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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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