Holiday Sales Watch – Report 3: Strong Finale Gives Retailers Much Needed Boost

ALBANY, NY (12/30/2009)(readMedia)-- Retailers were hoping for a last-minute shopping frenzy to bolster holiday sales and consumers didn't disappoint. Week before Christmas sales were considered a success by 70 percent of surveyed retailers who ultimately gave the 2009 season a "B-" letter grade, an improvement over the "C-" they awarded last year.

Seventy-four percent of retailers polled by the Retail Council of New York State said their week-before-Christmas sales were better than or the same as their sales during the same week in 2008. After-Christmas activity also appears to have improved over last year – 58 percent of merchants reported sales that were better than or the same as their sales in 2008 for the days immediately following the holiday.

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 third Holiday Sales Watch was conducted Dec. 28 and 29 and gauged retailers' perception of sales activity the week before and just after Christmas. This report concludes the Council's assessment of the holiday season.

"We could hear the relief in many members' voices as we conducted this final survey of the season. It wasn't a year of huge growth….but it was still a solid improvement over 2008," said Retail Council President and Chief Executive Officer James R. Sherin.

In the wake of the worst holiday season in nearly 40 years, 53 percent of merchants surveyed by the Retail Council were generally pleased with sales activity following 2009's Black Friday weekend. Retailers took it in stride when consumers took their normal hiatus from holiday shopping the first two weeks of December, but were counting on last-minute shoppers to round out the season.

During the final survey process, some downstate merchants complained about the snowstorm that crippled holiday shopping the critical Saturday before Christmas (Dec. 19). Others were thrilled to have escaped the multiple storms that walloped much of the state during December weekends in 2008.

"Many retailers can reflect positively on Holiday Season 2009 because they had realistic or perhaps low expectations of what consumers would be able to deliver. As a result, merchants ordered less inventory than prior years and stocked practical, lower-priced merchandise that was attractive to this year's frugal shopper. These strategies appear to have paid off," said Mr. Sherin. "We're hopeful that the success of this holiday season is another sign of economic recovery for our country."

Hot Sellers

2009 Holiday Season

For Girls: Barbie, Dolls (generic), Disney Hannah Montana, Video Games, Disney Princess, Dora the Explorer, American Girl, Nintendo DS, Nintendo Wii, Zhu Zhu Pets

For Boys: Video Games, Transformers, LEGO, Cars (generic), Nintendo Wii, Trucks (generic), Bakugan, Hot Wheels, Nintendo DS, Fisher-Price Toys

For Adults: Cold weather apparel, books, video games, Blu-ray DVD players, small kitchen appliances, gift cards/certificates, digital cameras, jewelry and accessories, portable navigation devices

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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