Stores to offer late discounts as holiday sales continue flop
Tuesday, December 21, 2004
BY ANNE D'INNOCENZIO
Associated Press
NEW YORK -- Retailers are expected to increase discounting in the final days before Christmas since a late-buying binge failed to materialize during the last weekend before the holiday.
"You will really see some dramatic desperation discounting" this week, said Burt Flickinger III, managing partner at Strategic Resource Group, a New York-based industry consultant.
Such potential discounting is fueling worries that industry profits could be hurt in the fourth quarter. Flickinger estimated that profit margins will be cut by 3 percent to 5 percent in the fourth quarter as a result.
Merchants needed a hefty sales surge this past weekend to recoup lost business after seeing a slow start to a holiday selling season that never gathered steam.
Now, they'll have to rely even more heavily on procrastinators during the final days before Christmas, as well as post-holiday sales. Merchants also hope their bottom lines will be boosted by the redemption of gift cards since they are only recorded as sales when they are redeemed.
ShopperTrak, which tracks sales at 30,000 retail outlets, reported yesterday that total sales fell 3.3 percent for Saturday and Sunday, compared with the same two days last year.
Luxury stores -- which have enjoyed robust sales as their well-heeled customers have benefited from the economy's recovery -- had the best performance over the weekend, despite offering only selected discounts.
In contrast, mid-priced merchants -- appealing to customers more vulnerable to higher heating costs and a volatile job market -- are being forced to pull in customers with big discounts and expanded hours.
J.C. Penney, for example, will be opening at 7 a.m. from Wednesday through Friday, offering deals on jewelry and coats. Sears is offering discounts of between 40 percent to 60 percent on jewelry and 25 percent to 30 percent off watches from Monday through Friday, according to Bill Masterson, a company spokesman.
Still, Jim Neal, a principal at Kurt Salmon Associates, reduced his holiday sales forecast to the low end of his initial range of 3 percent to 3.5 percent.
Flickinger expects stores this week will take additional discounts on heavy winter apparel like outerwear and sweaters, which have been hurt by seasonally warm weather.
The Saturday before Christmas is traditionally the busiest day of the year for merchants, though last year the day after Thanksgiving stole that crown. However, the last weekend before Christmas could be losing its luster as there are more ways to shop for a holiday item.
The increased popularity in gift cards and online spending could be helping to skew the holiday sales figures.
The National Retail Federation is forecasting consumers will spend $17.24 billion on gift cards this holiday season, accounting for nearly 8 percent of the season's sales. Chicago-based General Growth Properties, which operates or manages 220 malls across the country, reported that gift card sales should rise 20 to 25 percent this season from a year ago.
Online sales -- which have been one of the bright spots of holiday shopping and are expected to hit the high end of forecasts -- are not included in ShopperTrak's sales figures nor merchants' same-store monthly sales figures, which cover stores open at least a year.
Online sales, excluding business from travel and auctions, rose 49 percent from Dec. 13 to Friday , compared with the corresponding days a year ago, according to comScore Networks.