RETAIL GLOSSARY

# Year-over-Year (YoY) Growth

A measure of the percentage change in sales, revenue, or other key performance indicators (KPIs) compared to the same period in the previous year.

## What is Year-over-Year (YoY) Growth?

Year-over-Year (YoY) Growth is a financial metric used to evaluate the performance of a business or an economic indicator over a 12-month period compared to the same period in the previous year. It measures the percentage change in a specific variable, such as revenue, profit, or sales, from one year to the next. YoY growth is commonly used to assess trends, track improvements or declines, and make informed business decisions based on long-term performance comparisons.

## How YoY Growth works

• Data Collection: Start by collecting data for the specific variable you want to evaluate over a 12-month period. This could be financial data like revenue, profit, or sales, or any other metric of interest.

• Comparison: Compare the data from the current year with the data from the same period in the previous year. For example, if you're looking at Q2 2023, compare it to Q2 2022.

• Calculation: To calculate YoY Growth, use the following formula: YoYGrowth = (Current Year's Data − Previous Year's Data​ / Previous Year's Data ) × 100% This formula expresses the percentage change in the variable from one year to the next.

• Interpretation: A positive YoY Growth percentage indicates growth or improvement in the variable compared to the previous year. A negative percentage suggests a decline, while a YoY Growth of 0% means no change in performance.
YoY Growth is a valuable tool for assessing trends and performance over time, helping businesses and analysts understand whether they are progressing or regressing and making informed decisions based on the observed changes.

## Pros of YoY Growth

1. Long-Term Performance Assessment: YoY Growth provides a long-term perspective on performance, enabling businesses to assess trends and changes over a 12-month period. This helps in identifying seasonality, market shifts, and the impact of strategic decisions over time.
2. Comparative Analysis: YoY Growth allows for easy and meaningful comparisons between different years, eliminating the influence of seasonal variations and short-term fluctuations. It is a valuable tool for benchmarking performance and setting realistic goals.
3. Informed Decision-Making: By tracking YoY Growth, businesses can make data-driven decisions. Positive YoY Growth indicates progress and success, while negative growth signals potential issues that require attention. This information helps in strategic planning, resource allocation, and the identification of areas that need improvement.

## Cons of YoY Growth

1. Limited Short-Term Insights: YoY Growth provides a long-term perspective, which can make it less effective for capturing short-term fluctuations or identifying rapid changes in the business environment. To address this limitation, businesses often use additional metrics, such as Quarter-over-Quarter (QoQ) or Month-over-Month (MoM) Growth, for more immediate insights.
2. Doesn't Account for External Factors: YoY Growth focuses solely on internal performance and may not account for external factors like economic shifts, changes in the competitive landscape, or unexpected events (e.g., natural disasters) that can impact performance. Businesses should complement YoY Growth with qualitative analysis to understand the context of changes.
3. May Mask Seasonal Variations: In industries with strong seasonal trends, YoY Growth may not effectively capture the full extent of these variations. For example, a retailer's sales in December might look strong when compared to the previous year's December figures but weak when compared to the peak sales of November. To address this, businesses may use Seasonally Adjusted YoY Growth or other metrics to account for seasonality.

## FAQ

Below you will find answers to common questions
Our sales have increased by 10% YoY. What actions can we take to sustain this growth and capitalise on the positive trend?
Sustaining YoY Growth requires a strategic approach. To continue the positive trend, consider analysing the key drivers of the growth, such as popular products, marketing initiatives, or changes in customer behaviour. Focus on the factors contributing to the growth and consider expanding or replicating successful strategies, investing in marketing, or enhancing customer service to maintain the momentum.
Our YoY Growth is negative for the past two quarters. What steps can we take to reverse this trend and improve our performance?
Reversing negative YoY Growth involves a thorough analysis of the reasons behind the decline. Examine factors like changes in market conditions, shifts in consumer preferences, or internal issues affecting sales. Once you identify the root causes, develop a strategic plan to address them, which might include product innovation, marketing adjustments, cost controls, or improving operational efficiency. Regularly monitor the impact of these changes to ensure they are effective in reversing the negative trend.