Although in-store traffic increased slightly from October, traffic was down 20 percent this November from the same month in 2013. According to Euclid's monthly retail benchmarks report, traffic lagged significantly, with Black Friday also failing to match last year's traffic due to deals distributed across a greater time period and more retail channels—in other words, more online transactions.
U.S. store sales fell 11 percent and traffic was down 11.4 percent in November, according to RetailNext.
However, those shoppers who did visit stores in November shopped for longer on average, had a lower bounce rate and a strong intent to buy. Storefront conversion was up 2 percent year-over-year, due to attractive promotions; consumers' willingness to browse merchandise led to a duration increase of 10 percent over last year; and repeat visits declined 1 percent due to omnichannel-savvy shoppers acquiring more products in fewer store trips.
The best shopping day of the month was Nov. 21, one week before Black Friday. Traffic increased that day from the previous year, as did storefront conversation. In addition, longer durations show this was a more utilized shopping day than in 2013. The slowest shopping day of the month was Nov. 17.
In absolute terms, Black Friday was the busiest day of the month, although traffic was down 6.6 percent from last year. The decline was driven by deep discounts starting earlier in the month and continuing longer, or what some analysts are calling the "Thanksgiving effect." According to data from shopkick, in-store traffic increased 12 percent on Thanksgiving Day over the same day in 2013.
In November, sales in merchandise, apparel, furniture and other retail categories grew 1.3 percent, with a 0.1 percent decline in clothing and apparel.
-See this Euclid benchmarks report
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