Holiday Retail Sales will be Strong – Grinch to Visit Elsewhere

noGrinchnoThe outlook for holiday retail sales is upbeat. It is doubtful the Grinch will be visiting Colorado this Christmas season. Most likely he will be in parts of Europe, Japan, and Mexico where the economy is not as strong.

The National Retail Federation expects holiday sales to increase by 4.1% this November and December compared to a 3.1% increase last year. Over the past 10 years, average holiday growth has been about 2.9%. In other words, lower unemployment rates and an improved economy means retail trade sales this holiday season will be above average.

Sales in November and December (excluding autos, gasoline, and restaurant sales) represent about 19.2% of the annual total. Nationally, up to 800,000 workers will be hired on a seasonal basis for November and December.  Online sales will increase by 8% to 11%.

The optimistic expectations for national retail sales bode well for Colorado. The Colorado Legislative Council and the Office of State Planning and Budgeting expect Colorado’s 2014 annual retail sales to be 6.0% greater than last year. Given the strength of the state economy, holiday sales should easily exceed the national projected growth rate of 4.1% and may exceed the 6.0% projection for the year.

Colorado average retail trade employment in November and December is about 10,000 workers greater than the average for the other 10 months of the year. A similar increase in retail employment should be expected in 2014.

Over the past decade consumers have become accustomed to deep discounting during the holiday season. Despite an outlook for a brisk holiday season, there will likely be a sufficient number of markdowns and bargain basement deals. As the t-shirts on consumers in the local mall say, “Stay Calm and Shop On” or is it “Stay Calm and Shop Online.”

Happy shopping!

Will the Grinch Dictate Retail Sales this Holiday Season?

It is the time of the year when retail stores pull out their Christmas goods and decorations in anticipation of the upcoming holiday season. At the same time, trade associations and economists dust off their Grinchmeters to project consumer’s willingness to share in the spirit of giving.

Recently, the National Retail Federation (NRF) released their forecast stating that 2011 holiday sales will post a 2.8% increase over last year and the total will reach $465.8 billion. While the increase is weak compared to last year’s increase of 5.6%, it is comparable to the average for the past 10 years. Nationally, retailers are expected to hire a half million seasonal workers this season.

The following factors may point to a better than average season.
• There have been 14 back-to-back months of increased retail sales and momentum is established.
• More people are working than a year ago.
• There is a lower level of household debt, although a portion of that decline is a result of foreclosures.
• The Grinch may get lost this Christmas season.

On the other hand, the following factors may cause sales to be average or worse.
• Lack of consumer confidence.
• Lack of confidence by business leaders.
• Higher inflation, particularly higher gas and food prices.
• Lack of wage and job growth.
• A return of extreme volatility in the stock market.
• Uncertainty associated with the 2012 elections.
• Consumer shopping patterns have been altered.
o Consumers are spending less time in stores, which reduces impulse sales.
o Increased Internet sales.
o Consumers have been trained by retailers to expect sales or heavy discounting.
o Consumers have learned that lower levels of gift giving are acceptable.
o Some consumers have chosen to give gift cards rather than purchase a gift.
• In an article by the New York Times (A Contradiction in the Cargo), the volume(August imports) at the country’s 5 busiest container ports are flat or below the same period in 2010.
o Los Angeles, down 5.75%
o Long Beach, down 14.2% from August 2010; a decline of 15% is projected for September.
o Savannah, GA, down 4%.
o Oakland, down 0.9%
o New-New Jersey, imports were flat.
Fewer imports may signal that retailers are projecting only modest gains in sales this season.

In short, it will be a challenging season for retailers, but not necessarily a buyer’s season for consumers.

Note: The NRF defines “the holiday season” as November and December. Sales generated during these two months are often a significant portion of the annual total for many businesses. The NRF also states that retail sales include most traditional retail categories – discounters, department stores, grocery stores, and specialty stores. Automotive dealers, gas stations, and restaurants are not included.

©Copyright 2011 by CBER.