NORMAN — Despite the late, gloomy holiday sales predictions, sales in November and December were better than expected, a leading shopping tracker said this week.
ShopperTrak, which reports sales at 40,000 U.S. retailers, said buying was up 2.7 percent to $265.9 billion in November and December. That’s slightly better than the 2.4 percent growth expected, according to an Associated Press report.
The company also reported what we already knew: Shoppers go online first to research products and compare prices before heading out to the stores. They know that because sales figures are up, but fewer people are out shopping.
Researchers say shoppers spend less time inside stores, but they are still making the purchases there. Less browsing may mean a shift in the ways stores market to consumers.
Online purchases, while still rising, didn’t meet the 14 percent growth prediction. Still, consumers spent more than $46 billion online in November and December.
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