What’s clear from ShopperTrak data across the past five years, is that the peak trading period, driven by the rising popularity of Black Friday and Cyber Monday, is starting earlier than ever in Europe.

It’s also continuing later into the season in many regions, as consumers use the store for last-minute purchases and click-and-collect services.

To help retailers prepare for peak trading 2017, this short guide leverages original traffic insights to identify key shopper behaviour patterns during the festive period. It also includes advice on how retail stores can structure operations around converting customers.