This post was contributed by a community member. The views expressed here are the author's own.

Community Corner

Merry and Bright? Retailers Optimistic About Shopping Season

Many predict consumers will come out ready to buy this holiday.

It may be Cyber Monday, the day retailers offer mega-bargains online, but in the wake of Black Friday, most stores remain focused on their brick-and-mortar business.

To prepare for the holiday shopping rush, stores typically review the previous year's sales to determine what demand might look like. They also look at factors like fashion trends, the average household income of their customers and the state of the economy. 

Urban Planet at St. Louis Mills sells clothing, shoes and accessories for teens, men and women. Assistant Manager Annella Cross-Thompson said store sales increase by about one-third during the holiday shopping season.

Find out what's happening in Hazelwoodwith free, real-time updates from Patch.

"A customer's normal transaction is $25," she said. "During the holidays it increases to an average $80 per transaction."

Manager Chris Vans says the reason is simple:

Find out what's happening in Hazelwoodwith free, real-time updates from Patch.

"We are fifty percent off all the time. Who can beat that?"

The store at St. Louis Mills is wall-to-wall jeans and pants. Employees continue to patiently unpack, hang and fold the latest trends, confident they have what shoppers want this holiday season.

"Don't worry about chaotic lines trying to scuffle through the crowd to find deals," said Gap Divisional Midwest Manager Amanda Coons. "Gap's program is designed for you to find what you're looking for. This is a shopper's dream to be in and out without the fuss."

According to the National Retail Federation, this holiday season could be a retailer's dream, at least compared to recent years. After a dip in 2008 and minimal growth last year, the organiztion's retail report says holiday sales in the 55-day holiday shopping period (Nov. 1 through Dec. 25) will increase 2.3 percent to reach $447.1 billion. This would be the largest jump since 2006.

The National Retail Federation also predicts consumers will buy more discretionary items this year than in the past few years. Expect to see a 13 percent jump in jewelry sales as people decide to buy more things they want versus items they need. Consumers are also expected to buy more for themselves as they shop this year, spurring stores to use new marketing techniques.

The Nine West store at St. Louis Mills is trying "Girls Night Out" on for size. Store Manager Liz Van Horn said the event invites guests dress up and enjoy light appetizers while shopping for shoes.

"If customers make a purchase that day they will receive an extra 15 percent off their entire purchase," she said. "This is an inventive way to bring loyal customers out to shop, as well as new customers to view all what Nine West has to offer."

St. Louis Mills is featuring free, family-friendly holiday entertainment to draw people in, including a holiday tradition.

"Children of all ages can come enjoy the arrival of Santa for free," said Debbie Steinmeyer, Director of Marketing. "Parents can bring their own camera and take pictures of their kids, or they can have the option to have a professional picture done."

The more shoppers patronize Hazelwood retailers, the better for the community. The city gets a percentage of revenue from the shopping centers located in town and in the county. City of Hazelwood Communications Manager Tim Davidson said a very specific number determines the funds.

"The St. Louis Mills Mall is considered to be in Pool B which is a pool that is grouped together with other tax revenue in the county," he said.  "It's divided between 90 municipalities of St. Louis County and the percentage of revenue that we receive is based on a formula that entails the City's population into the equation along with other factors."

According to the AAA Missouri Winter Holiday Travel and Shopping Poll, 38 percent of consumers plan to spend between $100 and $500 on holiday gifts, and another 38 percent will spend between $500 and $1,000.

Those figures should make this holiday season merry and bright for retailers.

HOLIDAY SHOPPING OUTLOOK

  • Sales are expected to increase 2.3 percent this year from 2009 levels, totaling $447.1 billion nationally.
  • The holiday season can represent 25 to 40 percent of annual sales for some retailers and small business owners.
  • Since holiday sales began being tracked in 1992, 2008 was the only year sales have declined. They were down down 3.9 percent in 2008.

Source: National Retail Federation

WHEN DOES HOLIDAY SHOPPING BEGIN?

In 2009, the following percentages of consumers began their holiday shopping in:

  • 38 percent: November
  • 20.2 percent: October
  • 17.4 percent: First two weeks of December
  • 13.4 percent: Before September
  • 6.1 percent: September
  • 4.8 percent: Last two weeks of December

Source: National Retail Federation



We’ve removed the ability to reply as we work to make improvements. Learn more here

The views expressed in this post are the author's own. Want to post on Patch?

More from Hazelwood