12.01.15
Cautiously pessimistic. Marketers and their suppliers aren't using the term just yet, but the new year could get off to a rough start. After all, the holiday selling season already has, as sales at brick-and-mortar stores between Nov. 26 and Nov. 29 totaled an estimated $20.43 billion—10.4% lower than 2014, according to ShopperTrak, a consumer research and analytics company.
"There are several contributing factors, including fewer available store hours on Thanksgiving Day and a later Hanukkah that is anticipated to push sales into December," said ShopperTrak founder Bill Martin in a statement.
Sales on Thanksgiving day were an estimated $1.76 billion, a 12.5% decrease from last year. Sales on Black Friday were about $10.21 billion, about 12% down from last year. And yet, Martin's group remains optimistic. With seven key shopping days left in the year, ShopperTrak said it maintains its 2.4% brick-and-mortar sales growth forecast for the holiday season.
"There are several contributing factors, including fewer available store hours on Thanksgiving Day and a later Hanukkah that is anticipated to push sales into December," said ShopperTrak founder Bill Martin in a statement.
Sales on Thanksgiving day were an estimated $1.76 billion, a 12.5% decrease from last year. Sales on Black Friday were about $10.21 billion, about 12% down from last year. And yet, Martin's group remains optimistic. With seven key shopping days left in the year, ShopperTrak said it maintains its 2.4% brick-and-mortar sales growth forecast for the holiday season.