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Shoppers Create 10 Days of Christmas

Retail analytics provider ShopperTrak says the 10 busiest shopping days of 2017 will be different because for the first time in since 2012, there are four December Saturdays prior to Christmas.

The busiest days will be (in order of sales totals):
Friday, Nov. 24;
Saturday, Dec. 23;
Saturday, Dec. 16;
Tuesday, Dec. 26;
Saturday, Nov. 25;
Friday, Dec. 22;
Saturday, Dec. 9;
Saturday, Dec. 2;
Saturday, Dec. 30;
and Thursday, Dec. 21.

“Based on our historical analysis, we know that Black Friday will remain the busiest shopping day for brick-and-mortar retail,” says Brian Field, senior director of advisory services at ShopperTrak. The Thanksgiving Day weekend, which includes Black Friday and Nov. 25, will be days for retailers as they head into the holiday season, he observes.

The 10 busiest days are said to account for 40-45% of total shopping visits made during the season, making it essential for brick-and-mortar retailers to align staffing, inventory and merchandising efforts.

Retailers need to pay close attention to the nuances of the 2017 calendar, in particular the four Saturdays in December that lead up to Christmas Day, ShopperTalk notes.This will redistribute shopping visits and elevate the importance of Dec. 23 (i.e., Super Saturday) and Dec. 16.

Dec. 30 did not rank among the top 10 last year, but because it will be on a Saturday and represents a full shopping day before New Year’s Eve, retailers will need to remain stocked and staffed beyond Dec. 26 in order to capitalize on shopper interest.

“Because of the rising influence of online, it’s even more important that physical retailers differentiate themselves with knowledgeable associates, stocked shelves and smooth checkout lines to improve customer experiences rather than trying to cut corners in the name of cost savings,” Field says.

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