Praveen Parmasivam, Richa Naidu

(Reuters) – American consumers flocked brick-and-mortar shops this holiday season. This was despite the fact that the COVID-19 vaccine rate in many states is lower than 60%. According to Mastercard Inc’s holiday sales data, the analysis by Mastercard Inc (NYSE) was particularly strong.

Halfway through the holiday shopping season in the United States, Omicron coronavirus began to spread rapidly. Many holiday shoppers in the United States visited shops from November to Black Friday, despite some concern.

According to data from Mastercard, West Virginia and Arkansas were the three states that saw the greatest sales growth in the period between November 1 and December 24, compared to last year.

The in-store holiday sales increased by more than 10% in each state. Mastercard reports that in-store sales rose by 8.1% overall. (Graphic: U.S. holiday shoppers rushed stores even as Omicron rages U.S. holiday shoppers rushed stores even as Omicron rages, https://graphics.reuters.com/RETAIL-HOLIDAYSHOPPING/USA/jnvwejgwjvw/chart.png)

David Marcotte, senior vice president, Kantar retail consultancy, stated that consumers shop because there are low risks of getting infected.

I don’t believe it was because they have e-commerce access. He said that Arizona has a relationship with mask-wearing and vaccination, as well as the perception of risk. This impacts shopping.

The Centers for Disease Control and Prevention reported that Idaho was the US state least vaccinated. However, brick and mortar sales rose by between 6 and 8 percent.

According to Forrester analyst Sucharita, Kodali, “Those countries tend to be more libertarian and less cautious about going out and about.”

Parts of the East Coast saw a slower increase in in-store sales because vaccine rates there are some the highest. Store sales increased by 5-6% in New York during holidays, which is home to 72% of the population. Omicron has particularly impacted New York.

According to Mastercard data, brick and mortar sales in Illinois rose 9-10% when only 64% are fully vaccinated.

Katherine Nguyen of Chicago’s Toy Store said that because of the delays in shipping, customers were concerned about whether something would not be available and so went out to get it. She also noted that there was more holiday traffic this year than normal.

I’ve never seen this much traffic and revenue in my 25-year career. Nguyen added, “Never seen this rise,” and that Omicron has kept two of its employees at home. This hasn’t hurt foot traffic.