Retailers felt the pinch of early promotions and a strong November last week, as in-store holiday sales and foot traffic that included the usually busy "Super Saturday" dropped a third straight week.
Sales fell 3.1 percent for the week from the same period last year while traffic plummeted 21.2 percent. Sales and traffic on Super Saturday — the last Saturday before Christmas, typically one of the busiest of the season — fell 0.7 percent and 18.1 percent, respectively.
"November was up 3.4 percent over a year ago, and the heavy discounts that we're seeing this year are clearly putting pressure on the number," said Bill Martin of ShopperTrak, a retail tracking firm.
Double-digit December declines in traffic from 19.9 percent to last week's 21.2 percent, meanwhile, show consumers' willingness and ability to "virtual window-shop," according to Martin.
"We're seeing about 3 to 3.5 store visits per shopping trip, compared to 2007, when it was 4.5 to 5 store visits," he said. "(There's) a lot less wandering around to look for things and more searching online."
But Martin is sticking to his prediction that sales for the November-December holiday period will increase for the fourth consecutive year, this time by a "mediocre" 2.4 percent.
"(Retailers) are getting the same sales, but they're getting them earlier," he said. "It will still end up being the largest holiday sales (period) on record ... and I think we'll carry some momentum into 2014."
That pickup should start the day after Christmas and Saturday, as shoppers use holiday gift cards and take advantage of post-holiday markdowns.
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