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Short holiday shopping season to encourage more spending, less store hopping

by Jennifer Palmer Published: September 17, 2013
BLACK FRIDAY / SHOPPERS / SHOPPING / DAY AFTER THANKSGIVING: ORG XMIT: 1306141856429470
BLACK FRIDAY / SHOPPERS / SHOPPING / DAY AFTER THANKSGIVING: ORG XMIT: 1306141856429470

Expect to see holiday promotions begin while still buzzing from Halloween candy. Because of the short holiday shopping season (26 days between Thanksgiving and Christmas, and four weekends compared to 2012′s five) retailers will waste no time getting consumers in the holiday spirit. ShopperTrak today released its first holiday predictions and among them is the likelyhood that promotions (ie commercials and ads) will begin as early as the day after Halloween.

“Nobody can afford to procrastinate,” says Bill Martin, founder of ShopperTrak, which provides statistics on customer foot traffic at shopping malls and stores. “Retailers must have their holiday marketing and operations ready to go when November begins, as consumers will be ready to take advantage of those deals.”

Last year, in 2012, we had the longest possible calendar spread between Turkey Day and Christmas. This year, Thanksgiving is Nov. 28, leaving 25 days in the traditional holiday season.

Other predictions from ShopperTrak include:

Sales will be up. The firm expects retail sales to rise 2.4 percent in November/December compared to 2012.

But shopper traffic will be down 1.4 percent, meaning people will be spending more money in fewer stores. It’s a big deal considering holiday sales and store shopper traffic historically account for 20 percent of annual retail activity, ShopperTrak says.

 


by Jennifer Palmer
Investigative Reporter
Jennifer Palmer joined The Oklahoman staff in 2008 and, after five years on the business desk, is now digging deeper through investigative work. She's been recognized with awards in public service reporting and personal column writing. Prior to...
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