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BizReport : Ecommerce : January 08, 2015


Euclid: Traffic down although sales up over Christmas

In-store analytics hub Euclid is releasing a holiday recap, which shows strong sales through the retail sector even though traffic into physical stores declined year over year. The difference can be credited to stronger than average online retail sales.

by Kristina Knight

According to the new Euclid report traffic to physical stores decreased about 5% (2014 traffic vs. 2013 traffic) even though storefront conversions increased about 2% YoY. Other interesting findings from the report include:

• Clothing/apparel sales increased 1.2%
• General merchandise sales decreased 1.5%
• Shopper traffic decreased 5% YoY
• Time in-store increased 12% YoY
• Repeat visits were flat

Interestingly, Euclid reports the best shopping day for the season was December the 26th; they attribute the increase in spending to heavy post-holiday campaigns driving more shoppers into stores.

Meanwhile comScore is reporting that the final week of the 2014 holiday season pushed overal ecommerce sales past the $48 billion mark; over the season 5 individual days hit the $1 billion sales mark. Overall, their data points to an 18% increase in ecommerce sales YoY.

comScore chairman emeritus Gian Fulgoni said, "We are now running at a 15-percent growth rate in desktop e-commerce for the season, which should be taken as a very positive sign for the economic health of both the American consumer and the e-commerce channel as a whole. While the heaviest spending days of the season are now behind us, there is still about another $5 billion that will be spent over the balance of the year that will get us to new all-time highs for e-commerce."

Image via Shutterstock

Tags: 2014 holiday shopping trends, comScore, ecommerce trends, Euclid, retail trends










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