ShopLocal Index Increased 23% In November 2009 As Consumers Plan Their Shopping More Carefully
Posted on 4 December 2009 by Vikram SharmaNo Comments
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Loading ...The ShopLocal Retail Index was up 23 percent for the month of November compared to the same period last year. The Index registered at 764 (benchmarked at 100 for January 2006), setting an all-time record.
Retailers generated this strong growth by launching their holiday promotions earlier in November, offering 16% more deals than last year in their online circulars during the first 23 days of November, and accurately predicting consumers’ desire to plan their holiday shopping early. Even though 50% of holiday shoppers plan to spend less this year than last, retailers were able to generate a 0.9% increase in sales on Black Friday and Saturday. As shoppers look more and more to the web for information to guide them in planning their in-store shopping – Google reports a 20% increase in searches for Black Friday and a 50% increase in searches for Black Friday ads – retailers are using the online circulars to reach more shoppers and reach them earlier.
November 2009 ShopLocal Index highlights include:
- The ShopLocal Index is up 23 percent in November year-over-year, with 1,029 million page views (adjusted), versus 863 million last year. This marks the first time that ShopLocal has served more than 1 billion page views in a single month.
- The Other (Specialty) segment led the way with 85 percent growth, followed closely by the Home & Garden segment with 78 percent growth, and by the Consumer Electronics & Office Supplies segment with 60 percent growth.
- The Department Stores and Mass Merchandiser segment showed the least growth, unchanged from a year ago.
- Consumer page views per visit on a per retailer basis averaged 14.4 for the month of November, up 7% from a year ago.
The ShopLocal Index is the advertising industry’s first market indicator designed to track the influence of the Internet on in-store shopping. Updated monthly, the Index is based on the online activity of more than 25 million monthly consumer visits to in-store local promotions that are presented on the sites of more than 50 major U.S. retailers, including JCPenney, Target, Best Buy, Walgreens and Home Depot. These retailers cover all major retail segments including computers, consumer electronics, office supplies, home improvement, department stores, mass merchants, grocery, drug and various specialty stores. The retailers’ online circular sites are powered by ShopLocal’s SmartCircular technology.
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