Every year RMA surveys its members during and after the holiday shopping season to gauge consumer spending and shopping habits. We asked RMA retailers about holiday consumer sales and customer traffic paired with purchasing.
Members were surveyed after Thanksgiving Weekend and after the New Year weekend to capture the entire holiday season. Here are the results:
Question 1: Which of the following describes your holiday sales this season?
Question 2: Which of the following best describes consumer traffic & purchasing this season?
The season started optimistically, with a preponderance of respondents (43%) reporting that sales were “up” throughout the Thanksgiving shopping weekend. Additionally, the majority of stores (36%) reported they saw “High traffic, low spending” indicating shoppers were out in stores, but not necessarily making purchases.
As the holiday shopping season concluded, retailers reported overall holiday sales as “flat” (43%), followed by “up” (24%). It also seems that while foot traffic continued to be high, spending increased as the season went on as indicated by an increased ranking of “High traffic, high spending” (39%) over previous majority “High traffic, low spending” (28%).
Overall, survey results indicate positive consumer spending in retail this holiday season.