Christmas Looks “Better Than Expected”: Forecast

Reacting to “better than expected”
response to early sales promotions, ShopperTrak
has revised its 2010 holiday prediction to a 3.2 percent jump, versus the 2.9 percent
originally forecast.

ShopperTrak’s Retail Traffic Index forecasts
a 1 percent jump in traffic for the holiday, up from the previously expected
0.1 percent decline.

The traffic measurement company
says it made the change in response to a 3.2 percent increase in shopper
traffic from Oct. 3 to Nov. 13, compared with the same period last year.

The company notes that the actual
Christmas holiday falls on a Saturday this year, costing retailers a weekend
shopping day. But the historically strong “day after Christmas” lands on a
Sunday.

“Although retailers are losing a
Saturday this year, [Dec. 26] provides an enormous selling opportunity and
retailers who plan promotions and store operations wisely on this day will
undoubtedly have a leg up this season,” said ShopperTrak cofounder Bill Martin in a statement.