Dive Brief:
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With winter finally over, more shoppers headed to stores but weren’t willing to spend much, according to Euclid Analytics’ April in-store shopping report. Store traffic was up 11.9% year over year and 5.6% month over month.
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Yet, general merchandise, apparel, furniture, and other (GAFO) retail sales decreased last month. Clothing and accessories sales fell 2.1% and general merchandise sales fell 1.6%, according to the report.
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Storefront conversion (the number of shoppers who enter a store as a percentage of total foot traffic) increased less than 1% year over year, from 8.9% last year, and 9% in March, to 9.5% in April. The bounce rate — percentage of shoppers leaving a store within five minutes of entering — was 6% in April, better than last year's 9.8% and March’s 6.5%.
Dive Insight:
Euclid says that the improvements for physical stores last month were thanks largely to Easter and promotional activity, something retailers may not want to hear.
Despite improving employment and an overall improving economy, consumers remain cautious about spending, at least in certain categories. Euclid found, as others have, that consumers are being judicious with their dollars, sometimes splurging on larger-ticket items after careful consideration.