US Shopper Traffic Plunges in Week Before Christmas

Atrocious weather conditions that hit many parts of the United States seen as keeping shoppers at home

Fewer American shoppers went to malls and outlet centers in the crucial final week of shopping before Christmas – and that was in spite widespread discounting by retailers. Shopper traffic at retail brick-and-mortar stores dropped by 21.2 percent for the week of December 16 to 22, compared to the same period last year, according to research firm ShopperTrak. Sales of general merchandise, such as clothing, furniture, and other products, edged down 3.1 percent from the same week last year, ShopperTrak reported. “Bad weather throughout the country kept some shoppers away from stores,” said ShopperTrak founder Bill Martin. “This past week was their final opportunity to complete their holiday shopping before Christmas — and though many did finish making their purchases, retailers did not see as many shoppers as last year.” Even with increased discounts and promotional efforts by retailers, sales on the last Saturday before Christmas slipped 0.7 percent from the same day in 2012, while in-store shopper traffic plunged 18.1 percent from the same day in 2012.