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Holiday Shoppers and the Economy

Written by: James Dicks

Article Overview: James Dicks examines the outlook for retailers during the 2009 holiday shopping season.

Holiday Shoppers and the Economy

The holiday season is normally a time when we can enjoy our happiest memories of childhood but these same holidays are also the period of time that typically generates the greatest amount of sales for the nation's retailers. The consumer is "King" at the nation's retail centers, which throughout the year supplies two-thirds of our national economic growth. But because this year has been tough at the nation's retail centers, consumers are especially important during this year's fourth quarter.

Many retailers attribute 25 to 40% of their annual sales to "Black Friday" (the Friday after Thanksgiving), which is normally a fairly solid gauge as to what the rest of the holiday shopping season will look like. In addition to "Black Friday," we now recognize the following Monday as "Cyber Monday," as the beginning of the online shopping season. For many retailers that are already close to ruin, the 2009 holiday shopping season is very likely to tell the story. It could be the final blow for a number of the nation's retailers and mall operators, already feeling the negative influence of a diminished year for retail sales.

As I shared with you recently, the national spending habits of American consumers have certainly been altered over the past 18 months and the traditional attitudes that the buying public had in the past are forever changed. This means that the nation's retailers will also have to make some changes in order to cater to the newly formed buying habits of their customers. The plans at the retail centers for this holiday season appear to be centered on traditional values and bringing family together since that appears to be the major desire of the typical shopper this year. Smaller holiday gift giving and more time focused on the important things in life - time with family.

Stores are still hurting from last year's' holiday shopping season, which economists say was the weakest buying period since 1967, when the Commerce Department started collecting such data. The feeling is this year could be worse. Consumers with worries about being laid off or reduced hours at work plus lower credit lines are contributing to the dwindling consumer interest in spending this holiday season.

The retail centers will be displaying more things like gingerbread houses while using the traditional red, green and gold holiday colors to touch the current mood of today's consumer. We're all looking back when life was easier, safer, and perhaps even happier; those are the values that will certainly attract this year's holiday buyers.

And according to a recent survey by Information Resources Inc (IRI), about 77 percent of American holiday shoppers said that while they didn't spend much on the holidays last year they are more willing to open their wallets a little wider this year. The respondents added that they will continue to search for discounts whenever possible. According to IRI "functional gifts such as iPods, Blu-ray players for less than $99, Smartphone's and clothes such as sweaters and jackets will likely top gift lists."

There are indicators that suggest the U.S. economy may be coming to the end of its worst days, many consumers remain concerned by limited credit, high unemployment and home foreclosures. The new American consumer continues to save at historically high levels while paying their down debt. Just examining those concerns imply that we could experience yet another challenging holiday season for the nation's retailers.

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Article Tags: credit cards, economy, expenses, government, james dicks, money, mortgage, Obama, premieretrade, stimulus



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