LOS ANGELES--()--This holiday season could be a make or break year for many retailers because most cannot survive another year of suppressed sales. However, on the bright side, the overall holiday retail outlook is positive, according to industry research firm IBISWorld, especially since food is expected to be one of the biggest earners this season.
“Retailers will look to generate sales in any way possible, with more emphasis on Black Friday, mid-December sales, and a strong online presence offering free shipping”
“The recession has caused people to go back to family values as opposed to simply buying presents,” explained Toon van Beeck, senior analyst with IBISWorld. “Consumers just don’t have the money to fork out on unnecessary gifts and luxuries such as travelling. Instead they’ll cherish time spent with close family and friends.”
Thanksgiving
This year’s Thanksgiving sales are expected to grow 3.0 percent from 2008, reaching $29.9 billion. Although this is positive for the retail industry, sales are still below the robust $30.69 billion logged in 2007.
Of total 2009 Thanksgiving sales, 92.5 percent, or $27.64 billion, will be spent on food and drinks alone. Turkey is the single biggest purchase, with 47.1 million birds expected to be consumed this holiday - up from last year’s level of 45.3 million birds. In fact, turkey consumption during Thanksgiving will account for nearly 19 percent of all turkeys produced in the U.S. during 2009.
Black Friday
Total retail sales on the traditional Black Friday weekend are expected to increase 2.8 percent from last year, totalling $42.9 billion. With 76.9 million people estimated to swarm into retail stores on Black Friday alone, shoppers are expected to take advantage of this day to ensure they get all the items on their gift lists.
“Consumers have become accustomed to sales and deep discounts during the past year, but retailers have low inventory levels this season and will try to keep prices high,” said van Beeck. “Shoppers will need to purchase before the stores run out if they have specific items on their gift lists.”
Yet, if retailers try to avoid discounting key goods for too long, it could spell disaster. People do not have the disposable income and will look elsewhere for their gifts, making the competition fierce and pricing crucial this year.
Christmas
Consumers are not expected to drastically change their spending patterns from last year. However, Christmas sales are estimated to grow 0.19 percent to $128.1 billion across four traditional categories:
| Category |
2006 Sales (Billions) |
2007 Sales (Billions) |
2008 Sales (Billions) |
2009 Sales
(Billions) |
% Change
2008-2009 |
|||||
| $28.52 | $27.91 | $24.84 | $27.73 | 11.65% | ||||||
| $8.60 | $9.10 | $8.20 | $8.25 | 0.61% | ||||||
| $106.17 | $106.27 | $84.10 | $81.91 | -2.60% | ||||||
| $11.84 | $11.82 | $10.74 | $10.23 | -4.82% | ||||||
|
Total Christmas Spend |
$155.12 | $155.10 | $127.87 | $128.11 | 0.19% |
“Retailers will look to generate sales in any way possible, with more emphasis on Black Friday, mid-December sales, and a strong online presence offering free shipping,” added van Beeck. “It’s all about exposure as shoppers look to snatch bargains, while still getting what they want.”
2010 Outlook
IBISWorld estimates that overall Christmas sales to be up 6.7 percent to $136.7 billion in 2010 as the U.S. economy slowly climbs out of the deep, two-year recession, the worst in more than four decades. Gift sales are expected to rise a substantial 9.0 percent, but will still be $17 billion shy from the solid 2007 levels, while decorations will increase 14 percent as people make up for the lack of spending in the past couple years.
Additional links
Supermarkets: http://www.ibisworld.com/industry/default.aspx?indid=1040
Turkey Production: http://www.ibisworld.com/industry/default.aspx?indid=56
Gift Shops & Card Stores: http://www.ibisworld.com/industry/retail.aspx?indid=1099&chid=1
Big Box Stores: http://www.ibisworld.com/industry/default.aspx?indid=1092
Dollar Stores: http://www.ibisworld.com/industry/default.aspx?indid=1093
Department Stores: http://www.ibisworld.com/industry/default.aspx?indid=1090
Toy Stores: http://www.ibisworld.com/industry/default.aspx?indid=1080
About IBISWorld, Inc.
Recognized as the nation’s most trusted independent source of industry and market research, IBISWorld offers a comprehensive database of unique information and analysis on every U.S. industry. With an extensive online portfolio, valued for its depth and scope, the company equips clients with the insight necessary to make better business decisions. Headquartered in Los Angeles, IBISWorld serves a range of business, professional service and government organizations through more than 10 locations worldwide. For more information visit www.ibisworld.com or call 1-800-330-3772.
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