|

Christmas always comes” is a familiar expression
in the retail industry that regularly surfaces
at this time of year. Today, retailers and
manufacturers are adding an inquisitive tenor to
the expression, wondering whether retailers will
actually see a lift from holiday spending or if
the Grinch has another evil scheme up his
sleeve.
After speaking with many retailers and industry
experts over the last month, I feel confident
that Christmas will come, but it will be
different than it’s been in years past.
Will shoppers spend less? Judging from the
numerous polls taken over the last month, the
answer is “yes.” But once shoppers get into the
stores, see the decorations and hear some
holiday music, there’s still a good chance that
they’ll loosen the purse strings. After an
endless drumbeat of negative news, I think
shoppers may “need a little Christmas, right
this very minute.”
Gas prices are falling, which is good news, and
the nation’s fixation on the presidential
election is drawing to an end after what feels
like the longest campaign ever. Regardless of
the outcome, consumers can breathe a sigh of
relief that the tension of the election has
ended. Sure, the price of heating oil remains a
problem; so does the nation’s rising
unemployment rate. But if the stock market
starts to behave more like a kiddie ride than a
giant rollercoaster, shoppers will begin to
spend, albeit cautiously.
Also, keep in mind that there is some pent-up
demand out there. Shoppers didn’t overhaul their
children’s wardrobes for back-to-school;
instead, parents seemed more inclined to buy a
few needed items and make do with last year’s
jeans and sweatshirts. Now those items need
replacing. Santa may cross the expensive piece
of jewelry, the luxury handbag or the pricy
electronic gadget off the list, but more
practical items such as sweaters, corduroy pants
and a new winter coat are likely to be found
under the tree.
“Remember when warm pajamas were an
after-thought?” says Marian Salzman, chief
marketing officer for Porter Novelli. “They were
something you picked up when you were holiday
shopping, but you didn’t necessarily think of
them as a gift. This year, warm pajamas are the
gift.”
Salzman insists that self-indulgence is off
trend; in fact, it’s chic to do without. “Now
people who are carrying expensive handbags feel
as though they need to apologize for doing so.”
She’s predicting the big sellers this season
will be fashion accessories, soup pots, blankets
and items that suggest comfort.
Look for gift cards to be a top gift, too, as
they make it easy to stay on budget and give a
loved one something you know they’ll like.
So there’s no need to cancel Christmas. Just be
open to new ways to celebrate.
|