honoluluadvertiser.com

Sponsored by:

Comment, blog & share photos

Log in | Become a member
The Honolulu Advertiser
Posted on: Saturday, December 31, 2005

Late push helps boost holiday sales

By Lorrie Grant
USA Today

While a few healthy holiday retail trends did emerge, a lack of must-have new products may have done as much to moderate spending as high energy prices or the weather, retail experts say.

"It was an interesting year with a dearth of newness," says Wendy Liebmann, president of consulting firm WSL Strategic Retail. "There were very few things where people said, 'I just absolutely must have that.' "

The rush in spending that retailers hoped for didn't materialize until the final days before Christmas and the start of Hanukkah — and that was spurred mainly by steep discounts. The key holiday season accounts for 25 percent to 40 percent of annual sales, but discounting will cut profits.

"Retailers aren't responsible for the design of products. They're responsible for getting consumers to buy at their store rather than another. So if manufacturers didn't deliver exciting products, there isn't a lot the retailers can do about it," says Duncan Simester, professor of management at MIT's Sloan School of Management.

Based on preliminary results, retailers' late push paid off. Reports for the week ended Dec. 24 varied among trackers but generally showed a robust finish. Redbook Research, which tracks discount and department stores, reported a 5 percent sales jump over the same week a year ago. The International Council of Shopping Centers, which measures chain-store sales, showed a 4 percent gain over a year ago. Meanwhile, ShopperTrak, a broader measure of retail activity, reported a 26 percent rise in sales for the week over last year and a 15 percent rise in traffic.

"The impact of the extra shopping day was realized by retailers as procrastinating shoppers completed their holiday spending very late in the season, helping it end with a bang and not a whimper," says Bill Martin, co-founder of ShopperTrak.

Among spending trends:

  • Deals. The shopping period kicked off strongly with big promotions for Thanksgiving weekend but slowed dramatically until the final two weeks before the Christmas and late Hanukkah holidays — when nervous retailers rolled out more deep discounting.

  • Gift cards. It seems no one apologizes these days for making the easiest choice: a gift card. Though retailers can't count them on their books until they are redeemed, a record $18 billion worth were purchased. That has extended the shopping season for many retailers, because about 60 percent of gift-card redemptions are made from Dec. 26 to the end of January. Also, consumers' purchases tend to exceed the amount of the card.

  • Western-style boots. Among the few hot fashion trends: Western boots, helped by their inherent functionality and an apparent push from pop culture — including movies from "The Dukes of Hazard" to "Brokeback Mountain."

  • Accessories. Watches, belts and expensive handbags showed strength this season, but many fashionistas crossed style with technology with a designer case or rhinestone earbuds for their iPod.

  • Personal electronics. Consumer electronics of all kinds were big sellers (or virtually sold out in the case of the Xbox 360 game machine), but among the hottest were personal items, such as fancy cell phones and the iPod, particularly the slim new Nano.