Sun, Dec 26, 2010 - Page 11 News List

Christmas 2010: Return of the shopper

JOLLY SEASON :Although the final six days of the holiday shopping season are only 10 percent of the 61 shopping days, they can account for more than 15 percent of spending


US shoppers came back in force for the holidays, right to the end. After two dreary years, this Christmas will go down as the holiday US citizens rediscovered how much they like to shop.

People spent more than expected on family and friends and splurged on themselves, too, an ingredient missing for two years.

Clothing such as fur vests and beaded sweaters replaced practical items like pots and pans. Even the family dog is getting a little something extra.

“You saw joy back in the holiday season,” said Sherif Mityas, a partner in the retail practice at A.T. Kearney.

A strong Christmas Eve augmented a great season for retailers.

The National Retail Federation predicts spending this holiday season will reach US$451.5 billion, up 3.3 percent over last year.

That would be the biggest increase since 2006, and the largest total since a record US$452.8 billion in 2007. The holiday season runs from Nov. 1 through Dec. 31, so a strong week after Christmas could still make this the biggest of all time. Spending numbers through Dec. 24 won’t be available until next week and final numbers, through Dec. 31, arrive next month.

The economy has not improved significantly from last year.

Unemployment is 9.8 percent, credit remains tight and the housing market is moribund, but recent economic reports suggest employers are laying off fewer workers and businesses are spending more.

Consumer confidence is rising.

“I was unemployed last year, so I’m feeling better,” said Hope Jackson, who was at Maryland’s Mall in Columbia on Friday morning.

Jackson bought laptops and PlayStation 2 games for her three daughters earlier in the season but was at the mall on Christmas Eve to grab US$50 shirts marked down to US$12 at Aeropostale.

Some spending growth online has been driven by free shipping offers and convenience. From Oct. 31 through Thursday, about US$36 billion has been spent online, a 15 percent increase over last year, according to MasterCard Advisors’ SpendingPulse.

Taubman Centers and Mall of America have reported strong clothing sales, which was a hard sell last year. Jewelry sales sparkled throughout the season.

Stores expect solid profits because they didn’t have to slash prices as Christmas neared, analysts say.

Some habits adopted during the recession lingered. Shoppers used cash more and credit cards less.

The final six days of the holiday shopping season are today through Friday. Despite being only 10 percent of the 61 holiday shopping days they can account for more than 15 percent of spending.

For the economy, the key question is whether strong spending this holiday season will continue into the new year.

Still, stores were encouraged by what they saw in the final stretch of the holiday season.

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