Sensormatic Solutions, a global retail solutions portfolio of Johnson Controls, has released its annual in-store traffic recap for the 2022 holiday season. The organization’s analysis examined traffic during the six-week period from the Sunday before Thanksgiving Day, Nov. 20, 2022, through Saturday, Dec. 31, 2022. The annual recap is informed by retail traffic data analytics within the Sensormatic Solutions intelligent operating platform, Sensormatic IQ.
Sensormatic Solutions shopper traffic data showed that the predictions for the busiest days of the holiday shopping season aligned with stores’ actual peak traffic days. Based on historical data, Sensormatic predicted that the season’s 10 busiest shopping days in the US would account for approximately 40 percent of all holiday traffic in the region. This was in line with actual performance, as in-person visits during the 10 busiest days accounted for 36.9 percent of all brick-and-mortar traffic.
Overall, 2022’s in-person traffic remained flat in the US when compared to the same six-week period in 2021. This is in line with 2022’s overall traffic trends, as in-store visits were an average of -0.8 percent from 2021.
“This year, Sensormatic Solutions models of the busiest days were based on analysis of historical data from 2016—the last time Christmas fell on a Sunday,” said Brian Field, global leader of retail consulting and analytics at Sensormatic Solutions. “The 2022 holiday season traffic was solid for brick-and-mortar retailers. Despite Black Friday promotions starting earlier, we saw a noticeable shift in shopping behavior that may have been the result of shoppers waiting to make purchases until the last two weeks of the holiday season and driving up the importance of Super Saturday (December 17).”
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