A welcome surge of shopping
Last-minute buyers bring relief to nation's retailers
New York ? Just weeks ago, the holiday shopping season seemed headed for disaster. But in the waning hours before Christmas, the nation’s retailers got their wish – a last-minute surge of shopping that helped meet their modest sales goals, according to data released late Monday by research firm ShopperTrak RCT Corp.
And with post-Christmas shopping to come, some malls and stores were downright optimistic.
While consumers jammed stores at the start of the season in search of discounts and hot items such as Nintendo Co.’s Wii game console, a challenging economy prompted them to hold out until the end for bigger discounts.
An extra full weekend before Christmas also caused shoppers to procrastinate. In fact, Christmas Eve is expected to be a bigger shopping day than in past years because many employers gave workers the day off, with the holiday falling on Tuesday.
The spree defied fears that a deepening housing slump, escalating credit crisis and higher gas and food prices would turn shoppers into grinches – even in the end. Meanwhile, with the season plagued by a slew of Chinese-made toy recalls that began in the summer, there were concerns that shoppers would boycott those products. That didn’t happen either.
Still, financial concerns clearly affected how consumers behaved throughout the season, forcing more to trade down to discounters such as Wal-Mart Stores Inc., according to Fred Crawford, managing director at restructuring firm Alix Partners. That trend hurt midprice apparel department stores such as Macy’s Inc. and J.C. Penney Co., which have been aggressive with discounts and other come-ons. Ultra luxury stores are expected to fare well, Crawford said.
Toy sales are expected, at best, to match business from a year ago.
Those stores that didn’t meet their pre-Christmas goals now are even more dependent on the postholiday season, which is becoming more important with the increasing popularity of gift cards. Card sales are expected to hit $26.3 billion in the November-December period, up 42 percent from two years ago, according to the National Retail Federation.
According to ShopperTrak RCT Corp., which tracks total sales at more than 50,000 retail outlets, the week ended Dec. 31 now accounts for about 16 percent of holiday sales. Stores don’t record the card sales until shoppers redeem them.
ShopperTrak said late Monday that total sales on Saturday reached $9.36 billion, up a robust 7.6 percent from $8.7 billion on the same day a year ago. That surge will put stores on track to at least meet its forecast of a 3.6 percent sales gain for the season, according to ShopperTrak.






