Will Christmas 'sticker shock' doom sales?

Shoppers are expecting discounts this holiday, but a weak dollar and leaner inventories will pressure retailers to keep prices high.

By Kim Peterson Oct 10, 2011 3:17PM
Deep discounts and doorbuster sales helped save last year's holiday season, and sales rose 5.2% from the year before.

It's going to be much harder for stores to pull off a repeat performance this year. The National Retail Federation thinks retailers will only see a 2.8% increase in holiday sales. That could translate into tough times for stocks like Gap (GPS), Macy's (M) and other retailers.

Post continues below video:
Shoppers still expect to see big discounts heading into November, but they may be disappointed. Inventories are leaner this year, so stores won't have as many piles of unsold goods waiting for drastic markdowns.

The apparel category could have its own problems. A weak dollar means imported textiles are more expensive, The Conference Board reports. Clothing stores won't be able to discount as much as shoppers might anticipate.

"Will that cause consumers to change their gift lists, or will they buy these gifts despite 'sticker shock'?" asked The Conference Board in a note Monday. "Apparel could be the tipping point."

This coming holiday could be a bigger tipping point for the economy as well. The jobs and unemployment situation has been bleak, and no one is expecting much improvement in demand. A disastrous holiday season could push the economy into a double-dip recession. On the other hand, a surprise to the upside might mean things are finally turning around.

A new report from Accenture says that 88% of shoppers plan to spend the same or less as last year, and 93% say discounts are important this year. Nearly a quarter of shoppers are planning a "thrifty" holiday season.

The focus, then, could turn to wealthy shoppers. They seem to be the only ones with money to spend this holiday. In fact, according to the Accenture study, 71% of shoppers earning more than $100,000 say they will spend at least $500 on gifts this holiday.

That could mean big numbers at high-end retailers like Tiffany (TIF), Coach (COH) and Saks (SKS).


1Comment
Oct 11, 2011 10:41AM
avatar
Consumers don't care about a weak dollar or lean inventories when real wages are declining and unemployment remains high. The stores with the best discounts will get my business.
Report
Please help us to maintain a healthy and vibrant community by reporting any illegal or inappropriate behavior. If you believe a message violates theCode of Conductplease use this form to notify the moderators. They will investigate your report and take appropriate action. If necessary, they report all illegal activity to the proper authorities.
Categories
100 character limit
Are you sure you want to delete this comment?

DATA PROVIDERS

Copyright © 2014 Microsoft. All rights reserved.

Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.

STOCK SCOUTER

StockScouter rates stocks from 1 to 10, with 10 being the best, using a system of advanced mathematics to determine a stock's expected risk and return. Ratings are displayed on a bell curve, meaning there will be fewer ratings of 1 and 10 and far more of 4 through 7.

118
118 rated 1
270
270 rated 2
472
472 rated 3
714
714 rated 4
624
624 rated 5
608
608 rated 6
623
623 rated 7
445
445 rated 8
319
319 rated 9
125
125 rated 10
12345678910

Top Picks

SYMBOLNAMERATING
AAPLAPPLE Inc10
ATVIACTIVISION BLIZZARD Inc10
BIDUBAIDU Inc10
BMYBRISTOL-MYERS SQUIBB CO.10
CELGCELGENE CORP10
More

VIDEO ON MSN MONEY

ABOUT

Top Stocks provides analysis about the most noteworthy stocks in the market each day, combining some of the best content from around the MSN Money site and the rest of the Web.

Contributors include professional investors and journalists affiliated with MSN Money.

Follow us on Twitter @topstocksmsn.