El Carnaval in Spain runs from Thursday 20th to Tuesday 25th of February in 2020. This is fairly early in the calendar – which suggests a rich opportunity for retailers who are well prepared for the rush. Stores need to be ready to rise to this colourful and much-loved occasion.
Carnival celebrations take the form of family gatherings, fiestas and street parades, particularly in the cities of Madrid, Cadiz, Sitges and Barcelona. It’s all about enjoyment before lent begins.
Stores and shopping centres can expect the largest uplifts in traffic on the days immediately before Carnival Sunday itself and the day after – particularly Monday 24th February in 2020.
What happened last year during Carnival in Spain?
Carnival 2019 dates: 28/02/2019 to 05/03/2019
Carnival 2018 dates: 08/02/2018 to 13/02/2018
When we look at ShopperTrak traffic data for the 5-day Carnival period for 2019 vs Carnival 2018, the city of Madrid saw Year-on-Year traffic rise +0.9%. However Barcelona saw a YoY decline of -0.7% and for the country overall YoY traffic for the festival days was down -1.5%. This may be due to the late timing of the festival.
It follows that Carnival falling earlier in 2020 should be good news for retailers.
Last year, the first two days of Carnival (Thursday and Friday) saw large YOY uplifts in traffic, as did the Monday. However, the weekend saw retail traffic fall YOY.
Key shopper behaviour patterns
Looking at ShopperTrak data for 2017 to 2019, there is a definite peak in traffic on the Monday of Carnival, seen both in malls and in stores.
However, Sunday will likely be the quietest day overall, with Saturday seeing the most visitors, followed by Friday.
Planning around past experience
Being aware of the likely footfall patterns can put stores and shopping centres in an advantageous position, because they are able to plan for high conversion rates as Carnival approaches. Looking at historic footfall data, they can factor in the impact of calendar differences and analyse how weather or economic conditions affected traffic and conversions in past years.
This level of enlightenment is never more vital than at peak times, when stores have ample opportunities to convert browsers to buyers, so long as labour has been optimised, giving the required level of service and selling on the crowded shop floor. Operational strategy and marketing can be much slicker too, with traffic data insights informing planning.
Making use of Market Intelligence
Comparing historic shopper traffic data against a tool like the ShopperTrak Market Intelligence index, will allow any retailer to gain competitive advantage during the important Carnival days. Retailers can benchmark against market data relating to the regions and sectors in which they operate.
In the current competitive retail climate, retailers can’t afford to miss opportunities during peaks such as El Carnaval. So at ShopperTrak we sincerely hope retailers embrace data insight in 2020, and enjoy a bumper performance in stores throughout the year. We’re here to help!
To find out how to make smart use of shopper traffic data, download our free guide: How to incorporate retail traffic data into your strategy for growth