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Northeast Stores See February Traffic Increase

U.S. retailers welcomed fewer shoppers into their bricks-and-mortar stores in February, according to a report released Friday by big data supplier RetailNext.

In its February 2015 Retail Performance Pulse Report, the analytics firm reported that traffic declined by 6.6% in February, the biggest monthly drop in the past four months. Sales in physical retail stores fell by almost 7 percent in the month, the most in the past four months, with the number of transactions down by almost 5 percent. The week containing Valentine’s Day was the only positive sales week.

Sales per shopper, which increased in nine of the 12 months in 2015, suffered its second consecutive monthly drop in February, falling by 0.3%.

Warmer and wetter than normal weather was a problem in all regions except parts of the West.

The South saw the biggest drop in traffic, at -11.2%. The Midwest suffered the steepest drop in sales (down 10.8%).

Perhaps the biggest bright spot in the month was traffic in the Northeast, which rose by 1.4%. It was the only region to see an increase.