As online shopping continues to trend higher, analysts are no longer relying on old methods – such as foot traffic – to judge a store’s performance.

Analysts are now looking into a company’s digital footprint: they sign-up for a track e-marketing, like email blasts.

They also consider whether a store stocks products that are hot on social media.

They’re also going generational – counting the number of millennials and Gen Z customers.

Source: https://www.reuters.com/article/us-usa-holiday-shopping-metrics-factbox-idUSKBN1YR1XD