Happy retailers know it won’t last

Happy retailers know it won’t last

The retail industry is in a festive mood after the Thanksgiving weekend shopping spree produced larger-than-expected traffic in stores and record-setting online sales. "The big issue for retailers always is, even if you have that good momentum coming into that first weekend of shopping, what happens in the next couple weeks as you build back up to Christmas?" Consumers have been bombarded with sales and promotions since Nov. 1, when retailers like Wal-Mart Stores Inc., Amazon.com and Target Corp. kicked off the holiday shopping season with events that took place online or in stores. The early appetite continued into the holiday weekend, which the National Retail Federation said drew 174 million consumers to stores and online sites over the five-day period that stretched from Thanksgiving through Cyber Monday. Then we'll see a frenzy that last week or so." Perkins expected a "steep drop-off" in store traffic because of the continued rise of online shopping, but it didn't materialize. It probably won't be enough to break the post-Thanksgiving weekend lull, but Perkins added most retailers have planned for it with four full shopping weekends remaining until Christmas. "They've got planned promotions they're going to implement and try to drive traffic onto websites and stores. McMillan-Doolittle's Stern said the next few weeks are important as retailers move past their Black Friday promotions, which had been planned for months. "Where it really gets interesting for retail is what starts to happen on unplanned promotions," Stern said.

5 Social Media Innovations That Are Changing the Retail Industry
Twitter Chat: Waste Reduction with the Experts at Yum! Brands #YumCSR
Facebook is the Most Popular Social Media Site for B2C Small Businesses, Survey Says
aaron-mizerny-9-shops-in-the-toy-section-at-target-in-ballwin-mo-on-black-friday-retailers-had-a-good-thanksgiving-weekend-but-keeping-customers-coming-into-stores-is-a-challenge-as-christmas-nears
  • Facebook
  • Twitter
  • Google+
  • Buffer
  • Pinterest
  • LinkedIn
Aaron Mizerny, 9, shops in the toy section at Target in Ballwin, Mo., on Black Friday. Retailers had a good Thanksgiving weekend, but keeping customers coming into stores is a challenge as Christmas nears.

The retail industry is in a festive mood after the Thanksgiving weekend shopping spree produced larger-than-expected traffic in stores and record-setting online sales.

Now comes the hard part, according to retail experts and analysts. Retailers have to find ways to convince consumers to continue spending over the next two or three weeks.

“This is where it gets tougher, and you’ll probably see sales dramatically slow,” said Neil Stern, senior partner with Chicago-based retail consulting firm McMillan-Doolittle. “The big issue for retailers always is, even if you have that good momentum coming into that first weekend of shopping, what happens in the next couple weeks as you build back up to Christmas?”

  • Facebook
  • Twitter
  • Google+
  • Buffer
  • Pinterest
  • LinkedIn

Throughout retail, navigating the post-Thanksgiving shopping lull has become a predictable challenge, which analysts largely attribute to Christmas shopping creep.

Consumers have been bombarded with sales and promotions since Nov. 1, when retailers like Wal-Mart Stores Inc., Amazon.com and Target Corp. kicked off the holiday shopping season with events that took place online or in stores.

The early appetite continued into the holiday weekend, which the National Retail Federation said drew 174 million consumers to stores and online sites over the five-day period that stretched from Thanksgiving through Cyber Monday.

In-store sales data were not available, but the retail trade group said the turnout topped its expectations of 164 million shoppers. Adobe Analytics said consumers spent a record $6.59 billion online on Cyber Monday, marking the biggest day of online sales in U.S. history. The retail analytics firm said consumers had spent $50 billion online since Nov. 1.

So Ken Perkins, president of Retail Metrics LLC, said it’s no surprise to see shoppers take a break — especially in stores.

“That has…

Pin It on Pinterest

Share This