Consumer confidence was up 10 points between July and August, a positive sign leading into the fall shopping season. The intent was there as sales per shopper increased 2.9 percent.
Nevertheless, sales decreased 7.3 percent and traffic declined 9.9 percent.
The first Saturday in August, Aug. 8, was the strongest performing day in retail in terms of traffic and sales. This also coincided with the hottest days of the month across the country. The highest conversion and sales per shopper occurred on Thursday, Aug. 27.
The lowest sales and traffic occurred just two days before, Aug. 25, and the lowest sales per shopper occurred Aug. 10.
By region, the West saw a decline in traffic and sales of 10.4 percent and 6.2 percent, respectively. Weather in this region was unseasonably warm, but sales per shopper went up 4.9 percent.
In the South, sales dropped 8.5 percent and traffic 8 percent.
In the Northeast, sales and traffic both fell more than 10 percent. Finally, the Midwest faced the strongest drop in sales, 15.2 percent, as traffic declined 7.7 percent. Even sales per shopper had a steep decline of 8.3 percent.
Just a little over a month ago, the National Retail Federation lowered its retail sales forecast for 2015 because of slow growth in the first half of the year. Originally, the NRF predicted in February that sales would grow 4.1 percent, but has now adjusted the number to a 3.5 percent growth.
-See this RetailNext report
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