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: