Holiday Sales Watch – Report 2: Sales as Expected At Halfway Point

ALBANY, NY (12/12/2007)(readMedia)-- New York state’s retailers aren’t fazed by reports of tempered sales and foot traffic following the Black Friday rush. Nearly 60 percent of merchants surveyed this week by the Retail Council of New York State are pleased with their sales through the holiday shopping season’s mid-way point. More than half described their sales as better than or the same as their sales in 2006 for the same period of time.

Retailers throughout the state reported the results through the Retail Council’s annual “Holiday Sales Watch,” a periodic snapshot of sales activity in stores small and large. This second Holiday Sales Watch was conducted Dec. 10-11 and gauged retailers’ perceptions since Black Friday weekend. It also captured participants’ expectations for the week before and after Christmas.

While survey participants were generally satisfied with the sales and foot traffic in their stores, more than 60 percent are relying heavily on the all-important week before and after Christmas to finish off the year on a good note.

“There’s nothing unusual about what our members are reporting at this mid-way point,” said Retail Council President and Chief Executive Officer James R. Sherin. “Sales typically moderate between Black Friday and mid-December. It’s from now until the week after Christmas that will largely determine just how successful the 2007 holiday season will be for many of our members.”

While anticipating the usual last-minute shopping surge, not all merchants plan to go discount crazy. Nearly 40 percent of survey participants have a sale in the works before Christmas; many more report they don’t intend to offer any additional discounting.

“With Christmas falling on a Tuesday this year, retailers anticipate a hectic finale to the season,” Mr. Sherin said. “We’re keeping our fingers crossed that Mother Nature cooperates – we don’t need any significant snow or ice storms during this critical time that would keep shoppers home.”

Retailers may be counting on last minute shoppers, but they’re also hopeful that after-Christmas sales and gift card redemptions will help them end 2007 on a profitable note. Nearly half of surveyed merchants said that after-Christmas shopping will play a role in the success of their holiday season.

With the weather taking a wintery turn, retailers generally report that the sale of cold weather apparel (sweaters, coats, hats, gloves, etc.) is finally picking up. According to participating merchants, consumer electronics (flat screen televisions, laptop computers, digital photo frames, etc.) and jewelry continue to be the top-sellers this holiday season.

Hot Sellers for the Survey Period Nov. 28-Dec. 11, 2007

For Girls: Barbie, Bratz, Dora the Explorer, Disney Princess, Disney Hannah Montana, Nintendo Wii, Webkinz, Elmo, American Girl

For Boys: Transformers, video games, Nintendo Wii, Cars (generic), Spider Man, LEGOS, Thomas the Tank Engine, XBOX 360, Elmo, remote controlled cars and trucks

For Adults: Home electronics (flat screen, high definition TVs, I-Pods, digital cameras, digital photo frames), apparel, accessories, jewelry (especially diamonds, Journey jewelry and sterling silver), books and DVDs

About the Retail Council of New York State: The “Voice of Retailing” in New York state, the Retail Council represents thousands of member stores of all size and variety. The Retail Council offers money-saving group benefit programs and government relations expertise to its members. For more information, please visit www.retailcouncilnys.com.

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