Monday, December 23rd, 2013
e-Commerce and Mobile Sales Increase Is Significant
MONTREAL – Preliminary results indicate the quantity of consumer buying from e-commerce sites continues a significant year-on-year increase this holiday season. While Shop.org* is forecasting an increase of 13% – 15%, preliminary results from several retailers using Retail-1 WebStore are very significant. While the sales numbers are not yet final, in the week before Christmas these retailers are seeing increases well beyond forecasts. Some are experiencing increases that double online sales on a year-on-year basis while their brick and mortar stores are experiencing increases more typical of the NRF forecast of 3.9% growth** in same store sales for the 2013 holiday period.
“Online and mobile continue to be a leading area of growth for retailers. In this economy savvy, cost-conscious consumers go to the web to do their research and get the best bang for their buck”, according to NRF President and CEO Matthew Shay.
“In addition to researching what their peers are saying online about products and gifts this holiday season, consumers will use the buy online pick-up in store option, retailers’ apps and mobile websites to find something special for their loved ones”, continued Shay.
ShopperTrak, a retail shopper analytics company, reported that for the week of Dec. 2 to Dec. 8, GAFO*** brick-and-mortar retail sales decreased 2.9 percent compared to the same time last year. Last week’s retail shopper traffic decreased 21.6 percent compared to the same time period in 2012.
When combining the forecasts and results to date, results suggests that successful retailers are posting overall increases because they have implemented integrated cross channel systems and marketing strategies that support e-commerce and mobile sales as well as increased sales per transaction ticket for in-store sales.
* Shop.org measures electronic sales as a component of the U.S. Department of Commerce’s “non-store” category, which includes sales from kiosks, direct to consumer and mobile.
** NRF defines “holiday sales” as retail industry sales in the months of November and December. Retail industry sales include most traditional retail categories including non-store, auto parts and accessories stores, discounters, department stores, grocery stores, and specialty stores, and exclude sales at automotive dealers, gas stations, and restaurants.
*** General merchandise, apparel, furniture and other products (GAFO).