Christmas hotspots identified

Published:  28 November, 2012

ShopperTrak has identified 22nd December, Super Saturday, as the busiest shopping day of this year’s holiday calendar in Europe.

Between 1 November 2012 and 8 January 2013, ShopperTrak predicts that 22 December will reach the highest combination of both sales and foot traffic in the UK, with France and Germany set to follow suit. 

The 2012 analysis shows that five of the busiest foot traffic days will take place between 20 to 24 December, with shoppers taking advantage of one final weekend before Christmas. 

The days immediately following the 25th are also a huge opportunity for retailers due to an additional weekend falling between Christmas and New Year. 

While holiday shopping patterns differ across Europe, France, Germany and the UK share the same top ten foot traffic days, with only their ranking differing slightly. 

Spain however, will see its busiest shopping day land on 5 January 2013 due to the traditional celebration of the Epiphany.

With most people intent on shopping rather than browsing when they venture out in December, retailers must be ready to deliver excellent service to help maximise conversion rates. 

Longer working days, with late night openings also require planning in order to ensure that the best staff is on duty to meet demand while optimising operational costs.

“Retailers must prepare to maximise shopper opportunity while managing the increase in operating costs related to keeping stores open for longer during the holiday season”, said Todd Starcevich, CEO of ShopperTrak in Europe and the Middle East. 

“To make the most of late night opening hours, for example, retailers will need to understand and manage their store foot traffic better and focus on increasing shopper-conversion rates to improve sales. It will also be crucial to optimise staffing, scheduling, marketing and advertising with both the holiday calendar and individual store trends in mind.” 

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