Traffic Growth

The year-over-year percentage change in the number of customer transactions at a retailer's comparable stores -- how many more (or fewer) purchases were rung up, whatever each one was worth. Traffic and average ticket are the two parts of same-store sales: comp growth is approximately traffic growth plus ticket growth. Traffic is the cleaner read on demand and market share, because it counts shoppers rather than prices; a retailer comping only on a higher ticket while traffic falls may be leaning on price increases. Retailers count transactions differently (receipts, store visits, or a membership club's shopping frequency), so compare the direction within one retailer before comparing levels across peers.

Related terms

Accounts Payable · Adjusted EBITDA · Adjusted EBITDA Ex-SBC · Administered-Only Members · ADR · ARPU

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