Dive Brief:
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In-store retail analytics firm Euclid found March to be a cruel month for retail, as continued bad weather in the East discouraged in-store shopping, which declined by 1% over last year.
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Things could have been worse, but the damage was mitigated by unexpected good weather in the western U.S. and early tax refunds that brought shoppers some disposable income, the report found. A continued discount atmosphere also helped bring in customers, according to the report.
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Pent-up demand also translated to more repeat visits in March, which increased 1% from February. But the late Easter is delaying heavy browsing that could lead to sales.
Dive Insight:
This report reveals the continuing obstacles retailers are facing, buffeted as they are by things they can’t control, like the weather and the timing of Easter. To bring in customers, discounts (which retailers can control) are helping, just as they did over the holidays. But price pressures not only eat into revenues, they also leave consumers with the continued expectation of getting deals. That can have lasting effects long after the sun comes out.