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Report: Five Insights about the Shifting Retail Calendar

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This year, Hanukkah and Christmas Eve both fall on the last Saturday before Christmas, dubbed Super Saturday, which is likely to have a dramatic impact on traffic on that day.
That’s according to ShopperTrak, a leading global provider of consumer behavior insights and location-based analytics. “Any holiday or retailer-specific event that moves around the calendar will result in yearly changes in customer traffic patterns, which in turn will impact sales,” said Brian Field, senior director of advisory services at ShopperTrak, “Retailers easily can turn this potential pitfall into a revenue generator with some advanced planning. Those that are not already monitoring these shifts should consider getting onboard.”
ShopperTrak offered the following retail calendar insights to help you understand and capitalize on yearly nuances:
Many retailers follow the NRF recommendation, which aligns the weeks based upon date proximity, while others choose their own methods. In both cases, the best practice is to determine the one, ideal, method for aligning the calendar for all three years (pre-53 week year, 53-week year, post-53 week year) well in advance so that all goals and objectives are consistent.
A version of this article was originally published in Chain Store Age.