WASHINGTON (MNI) – The following is the text of a statement by ShopperTrak
Friday:

While the greatest possible number of shopping days – 32 – lie between
Black Friday and Christmas this year, it’s how retailers prepare for just 10 of
those that will likely determine their success for the holiday season. That’s
the guidance of ShopperTrak, the world’s largest counter and analyzer of retail
foot traffic.

ShopperTrak predicts that national retail sales, when compared to the same
period last year, will rise 3.3 percent during the peak holiday shopping months
of November and December. Retail foot traffic will increase 2.8 percent.

Last year’s 10 busiest shopping days accounted for more than one-third
(36.5 percent) of sales of general merchandise, apparel, furniture and other
products (GAFO) for the November and December holiday season. This drove a 3.7
percent increase in total GAFO retail sales over 2010.

The expected sales increases of 2012 won’t come without effort, though.
ShopperTrak says retailers will have to earn them.

“Those 32 days provide extra time for consumers to shop more frequently and
to visit more stores during the holidays,” said Bill Martin, ShopperTrak
founder. “But retailers must prepare to capitalize on the holiday opportunity
while managing the increase in operating costs that go hand-in-hand with
extended store hours on more shopping days.

“To make the most of these ‘bonus days,’ they’ll need to account for the
calendar shift, as this year’s busiest days will be different than those of
prior years. Retailers also will need to better understand and manage their
store foot traffic and focus on improving shopper-conversion rates to increase
sales.”

Central to this year’s increased retail foot traffic and sales are the two
extra weekends in the holiday season that result from Christmas falling on a
Tuesday. One “extra” weekend will occur between Thanksgiving and Christmas; the
second will fall between Christmas and New Year’s Eve. Weekends are vital to
retailing, as seven of the top 10 retail traffic days and six of the top 10
sales days will fall on the six weekends between Nov. 23 (Black Friday) and Dec.
31.

As usual, holiday shopping will begin in earnest the day after
Thanksgiving. This year, ShopperTrak expects that Black Friday will be the
single biggest sales and foot traffic day of this holiday season. In 2011, Black
Friday sales increased 6.6 percent over the same day of 2010. This resulted in
$11.4 billion in retail purchases – the largest dollar amount ever spent on that
day. Retail foot traffic rose accordingly, increasing by 5.1 percent over Black
Friday 2010.

“This unusually long season presents retailers with opportunities and
challenges. They’ll have a golden opportunity to convert more browsers into
buyers, but they’ll have to prepare to manage increased operating costs,” said
Martin. “Retailers will need to optimize staffing, scheduling, marketing and
advertising with the calendar and individual store trends in mind.”

The following shows ShopperTrak’s forecasted busiest holiday sales and
traffic days:

Sales Rank / Traffic Rank / Date
1 / 1 / Friday, Nov. 23 (Black Friday)
2 / 2 / Saturday, Dec. 22 (Super Saturday)
3 / 3 / Saturday, Dec. 15
4 / 8 / Friday, Dec. 21
5 / 6 / Sunday, Dec. 23
6 / 4 / Saturday, Dec. 8
7 / 5 / Wednesday, Dec. 26 (Day after Christmas)
8 / 7 / Saturday, Nov. 24 (Black Saturday)
9 / – / Thursday, Dec. 20
10 / – / Saturday, Dec. 29
– / 9 / Sunday, Dec. 16
– / 10 / Saturday, Dec. 1

** MNI Washington Bureau: 202-371-2121 **

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