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Cyber Monday impacts store traffic

BY Marianne Wilson

Consumers were in a shopping mood on Cyber Monday, but not when it came to physical retail.

ShopperTrak looked at the effect of Cyber Monday on brick-and-mortar retail traffic on Monday and found that traffic was down 7%. This is a larger decrease than in 2017, when store traffic on Cyber Monday was down 2%.

“While most of the country is back at work and wouldn’t be shopping significantly in-stores on Monday, the difference between this year’s results and last year’s is surprising,” said Brian Field, senior director of global retail consulting for ShopperTrak, a Tyco Retail Solutions brand. “Some of this could have been due to weather issues on Sunday and Monday as well as the lure of Cyber Monday.”

ShopperTrak also released a more comprehensive report of shopper behavior during 2018 Black Friday week, the period spanning from Sunday, Nov. 18 to Sunday, Nov. 25. It found that store traffic for the Black Friday week in total resulted in a 1.2% decrease versus last year. The decline represents an improvement from 2017 when traffic was down 2.3%.

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