ShopperTrak, the consumer research company, forecasts a 2.4% increase in sales this holiday shopping season, which stretches from Nov. 1 to Dec. 31. Kevin Kearns, ShopperTrak’s chief revenue officer, said there are a number of factors contributing to the prediction: a longer shopping season (61 days), an early Hanukkah that will improve November numbers, and “the rise of the educated consumer” who heads to stores less often but spends more. The healthy forecast comes on the heels of a strong back-to-school season, which included a 4.7% increase in sales in August. Shoppers made 2.7% fewer trips to stores during the month, but ShopperTrak said transaction size increased.
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