December 1st, 2014 8:57 am
Via Stephen Stanley at Amherst Pierpont Securities:
As most of you have undoubtedly seen, the early returns on the long weekend for retailers were not good. The National Retail Federation survey estimated that total spending over the four-day weekend fell by 11% from a year earlier. They were quick to spin the results positively, noting that stores had been offering Black Friday-like discounts for weeks before the day after Thanksgiving. The NRF also posited that consumers must be so confident that they ‘don’t need no stinkin’ discounts,’ i.e. their tolerance for standing in line at 3 AM to buy a $29 TV is lower this year than when finances were in worse shape.
To be clear, these arguments may have an element of truth in them. In particular, I think that many people probably have tired of staying awake all night and freezing their fingers and toes off as they stand in line for 8 hours just so they can be stampeded and have a small chance at getting the doorbuster item that they could have bought before or after at a similar but not quite as aggressive discount. In short, the word has gotten out that Black Friday doorbusters are more of a gimmick than something to flock to.
In any case, do not get overly excited about these early “statistics.” Their quality is poor, and they have often given an inaccurate signal for the season overall. The Christmas season is almost always made or broken in the last few days before the holiday. Also, keep in mind that the NRF survey is merely a poll of 4,600 consumers. I would venture a guess that half of the people that they spoke to could not accurate report within $50 exactly how much they spent over the weekend (unless the figure was $0!). The slightly more concrete data were still weak but less so than the NRF figures. ShopperTrak, which measures the number of visits to stores and then has to guess about the per visitor spending rate, reported that sales were down 0.5% year-over-year through Friday, while IBM’s collection of transactions at 800 retail websites showed a year-over-year rise but by less than in 2013.
In short, while the headlines seem awfully disappointing, we don’t know much just yet. Having said that, I would repeat that retailers have a lot riding on the Christmas season. By all accounts, retailers aggressively geared up for the best Christmas season since the crisis, so if shoppers fail to show up in the next few weeks, stores will be sitting on piles of inventories heading into the stretch run of the season, at which time you may well see some ridiculous discounting. My sense is that retailers might have overestimated the state of the consumer. Many households are better off than they were a year ago and may splurge a little more than they did last year, but we still live in very sober times, where people do not have a high level of comfort about the medium- and long-term outlook. Sure, parents will stretch a bit to make their kids happy, but this is not going to be a banner year with mountains of impulse buying. The early returns may bring expectations back to a more realistic footing, but retailers are still stuck with whatever amount of goods they ordered back in the summer. I expect that by mid-December, shopkeepers around the country will be sweating bullets, and a high percentage of Christmas purchases made in the final days will be at deep discounts. Stay tuned.
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