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Graphic of Massachusetts

The state of local retail 2020: Massachusetts.


We analyzed transactions for every day of the 2019 calendar year at over 40,000 local retail businessses across the United States, including Massachusetts. The result is a comprehensive look at when local retail businesses make the most money, when they process the most transactions, and when customers tend to spend a little extra when they're out shopping.

The impact of COVID-19 on Massachusetts retail businesses.

2020 has been a challenge for local businesses across the U.S., and there's no question that local retailers across the state of Massachusetts have faced unprecidented challenges all year.

So before we take a look back at 2019, it's important to keep in mind the impact that COVID-19 has had on local retailers across the state. According to our data, the average Massachusetts retail business saw total consumer spending from April through October, 2020 drop 29% compared to the same timeframe in 2019. Additionally, 16% of retailers in the state of Massachusetts that were transacting before the pandemic hit are closed as of the last week of October.

Our research has shown that some types of retail businesses have fared quite well during the pandemic (sporting goods stores, home improvement stores, etc.), while others (clothing stores, book stores, etc.) have struggled. Whether a local retail business has struggled or thrived through 2020, this report gives insight on which days and months will be extra important for retailers in this unpredictable year.

What we learned about local retail sales in Massachusetts.

Massachusetts is the 19th-ranked state for average retail revenue in the United States, pulling in right around the national average in daily revenue on a given day.

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How much do retail shops in Massachusetts make on an average day?

On a given day, retail shops in Massachusetts brought in $1,020 in revenue. On a typical day, the average retail business also processed about 12 transactions while seeing customers spend an average of $86.32 per ticket.

Sales revenue Transactions Ticket size
$1,020 12 $86.32
National Rank: 19 National Rank: 33 National Rank: 5

 

What days of the week are retail shops in Massachusetts busiest?

Fridays and Saturdays are busy at retail shops across the country, and things were no different for Massachusetts retail businesses.

Saturdays were particularly big, as 17% of all retail revenue in Massachusetts came in on that day alone. On average, only 45% of retailers keep their doors open on Sundays in Massachusetts, making it easily the slowest day of the week overall.

 

 

Among the businesses who did keep their doors open, Saturday was the busiest day of the week in terms of foot traffic, with Massachusetts retail businesses processing an average of 16 transactions per day.

 

 

Bay Staters spend more per transaction on weekdays, with Tuesdays claiming the largest average ticket size of the week at $95.70 per ticket. Locals are the most frugal on Sundays, when they spent an average of $32.01 less than on Tuesdays.

 

 

What time of year do retail shops in Massachusetts make the most money?

Bay Staters clearly love to shop regardless of the season, but what does the average year look like from week to week at retail shops in Massachusetts? Let's take a look.

The back to school shopping season was massive for retail businesses in the Bay State. August was the biggest month of the year overall, and 4 of the top 10 weeks of the year fall during late August and early September.

 

Top 5 days for Massachusetts retail businesses.

Back to school was responsible for the single-biggest day of the year for local retail businesses in Michigan. Mother's Day was also big for retail businesses in Michigan, accounting for the second biggest day of the year.

#1 #2 #3 #4 #5

8/17/19

5/11/19

Mother's Day Weekend

2/14/19

Valentine's Day

12/23/19

12/21/19

Weekend before Christmas

Saturday Saturday Thursday Monday Saturday

 

Massachusetts retail shops on prominent days.

Retail shops look to events and holidays to generate big sales for their business. Here’s how prominent days rank compared to the average day.

  Day rank based on total sales How much did restaurants that were open make?
Day Day Rank Total rev vs avg % of restaurants open Avg rev Rev vs avg Avg txns Txns vs avg Avg ticket Ticket vs avg
New Year's Day 363 -85% 22% $548 -46% 9 -24% $60.89 -30%
Super Bowl Sunday 356 -65% 39% $715 -30% 11 -9% $66.67 -23%
Valentine's Day 3 93% 84% $1,847 81% 24 102% $77.27 -11%
St. Patrick's Day 347 -57% 41% $832 -18% 13 7% $66.03 -24%
Easter Weekend 32 37% 93% $1,174 15% 14 17% $84.91 -2%
Easter Weekend 38 34% 85% $1,263 24% 16 34% $79.62 -8%
Easter Sunday 362 -85% 27% $464 -55% 10 -14% $45.41 -47%
Cinco de Mayo 332 -48% 49% $851 -17% 12 -1% $72.46 -16%
Mother's Day Weekend 7 76% 98% $1,438 41% 17 44% $84.66 -2%
Mother's Day Weekend 2 107% 88% $1,870 83% 24 103% $77.84 -10%
Mother's Day 302 -27% 57% $1,017 0% 17 40% $61.31 -29%
Memorial Day Weekend 31 37% 99% $1,107 9% 14 16% $80.83 -6%
Memorial Day Weekend 23 40% 84% $1,335 31% 19 61% $70.18 -19%
Memorial Day 323 -44% 47% $956 -6% 16 36% $59.56 -31%
Father's Day Weekend 10 53% 99% $1,237 21% 14 17% $89.85 4%
Father's Day Weekend 37 34% 89% $1,202 18% 17 40% $72.72 -16%
Father's Day 320 -43% 50% $917 -10% 14 23% $63.28 -27%
23rd of July 353 -63% 35% $861 -16% 18 55% $47.10 -45%
Labor Day Weekend 39 34% 96% $1,106 9% 14 15% $81.67 -5%
Labor Day Weekend 91 20% 80% $1,205 18% 17 47% $69.22 -20%
Labor Day 319 -43% 45% $1,032 1% 17 43% $60.90 -29%
Halloween 276 -19% 80% $809 -21% 9 -20% $85.25 -1%
Thanksgiving Eve 131 14% 84% $1,087 7% 12 5% $87.79 2%
Thanksgiving 364 -89% 15% $592 -42% 13 11% $45.20 -48%
Christmas Eve 14 48% 69% $1,698 67% 19 60% $89.77 4%
Christmas Day 365 -96% 6% $539 -47% 17 43% $32.02 -63%
New Year's Eve 299 -27% 71% $825 -19% 10 -15% $82.08 -5%

Methodology

Womply analyzed daily revenue for over 40,000 retail shops in all 50 states, including Massachusetts, as well as the District of Columbia for all 365 days of the 2019 calendar year. Retail businesses were only included in the analysis if they qualified as small businesses, Womply had a full year of transaction history, and the business recorded multiple transactions per day, on average.

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