What is the Pent up Shopping Demand?

To adjust demand in supply chain models.

How Much Pent up Shopping Demand?
by George Anderson in Retailwire  with further expert comment at the link.

When retail stores across the country began closing to customers back in March, the hope was that Americans would come back and make up for lost time and sales when states began to let merchants reopen. Based on at least some initial reports, many merchants are pleasantly surprised to find out that there was more pent up demand for goods than they expected.

American Eagle Outfitters, Kohl’s and Macy’s are three chains that have reported that, despite fewer hours, limited shopper capacity and concerns about the spread of the novel coronavirus, people are showing up to shop.

American Eagle reported last week that the 556 stores it has reopened are generating about 95 percent of the sales the retailer reported last year. At the same time, digital sales which picked up significantly while stores were closed, have remained strong. COO Michael Rampell told analysts on the retailer’s first quarter earnings call that digital sales for the company’s namesake chain were up about 50 percent on a quarter-to-date basis and that Aerie’s online business was up more than 100 percent. .... "