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Holiday Bites: US Retail Traffic in November 2020: Year-over-Year % Change

Coresight Research
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What's Inside

Our Holiday Bites series features bitesize information on the shape and scale of consumer demand, retail sales and category performance in the 2020 holiday season. Click here to see more Holiday Bites as well as our in-depth research reports on US holiday retail.

  • Brick-and-mortar retail continues to see severely reduced shopper visits amid the pandemic. Although we saw an improving traffic trend over the first three weeks of November, we saw a deeper decline of 41.3% in the fourth week, which included Black Friday weekend.
  • The deep decline was in the context of sustained high levels of Covid-19 infection and hospitalizations, suggested restrictions on holiday travel and further potential restrictions in some states.
  • Home retailers consistently saw less severe declines in traffic through the month than apparel, footwear and jewelry retailers.
  • We are on course for a digital December as physical store traffic remains deeply negative and online demand is highly elevated. We expect digital sales across nonfood retail to rise in the low-30s-percent range, totaling $220 billion, or 27.6% of all nonfood retail sales, in the holiday quarter. We continue to expect an approximate one-third (33.5%) rise in total holiday-quarter online retail sales.

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