A report by Sensormatic Solutions ShopperTrak Analytics projects that timing and in-store traffic counts for the back-to-school sales season are likely to remain consistent with past timing, with the busiest shopping days predicted to fall between August 2 and 28 across all regions of the United States despite an unusually late Labor Day that falls this year on September 7.
The Sensormatic study indicates that the busiest in-store shopping weeks by region will probably be:
- South, August 2-8
- West, August 2-8
- Midwest, August 9-15
- Northeast, August 16-29
Sensormatic expects Saturdays in August to have the largest single-day crowds of the back-to-school season, with peak traffic anticipated between 2 p.m. and 3 p.m. In the South and West, the heaviest shopping day will probably be August 8, with the Midwest peaking on August 15 and the Northeast on August 29, according to Sensormatic.
“Though our predicted busiest days align nicely with last year’s trends, retailers should approach the season with the understanding that the landscape around them has changed significantly,” said Grant Gustafson, Sensormatic Solutions head of Retail Consulting and Analytics. “Each region’s unique school calendar, the global supply chain and consumer behavior trends may impact how shoppers show up this year, and each presents an opportunity for retailers to win new customers and build loyalty by fine-tuning product assortments, promotions and operations that can transform an annual errand into a meaningful, satisfying experience.”
In regional terms, the school calendar rules.
“We expect that each region’s busiest day will occur roughly two weeks before the local school year begins, a timing driven by the school calendar that varies by market,” Gustafson said. “Retailers should consider forecasting traffic volume relative to each market’s start date, rather than copying another region’s strategy. This school calendar-driven, region-specific approach may be the key to success this back-to-school season.”
