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Strong Shopping Weekend, But Retailers Still Need A Big Week
Christmas Highlights
- This weekend 52.0% of families shopped compared to 43.6% last year and 45.5% two years ago.
- While Wal-Mart led all retailers with 43.1% shopping, they are up from 39.2% a year ago. JCPenney was the winner with 19.7% compared to 9.7% last year along with Sears getting their share of 23.0% this year compared to 15.1% last year. Target has seen a decline getting 16.1% this Christmas compared to 20.6% last year.
- Electronics cooled with 19.7% shopping this weekend, which is identical to last year. Electronics has out-performed last year in the three previous weekends. Toys still lead all other categories with 33.5% buying toys this weekend, which is down from 37.5% last year. Jewelry is the big winner with 16.2% compared to 14.5% last year and 14.1% two years ago. Fragrances were very strong with 14.6% compared to 10.0% a year ago.
- Consumers are finding something to buy for themselves at 48.0% compared to 44.7% last year.
- Consumers are shopping more stores this year because it is harder to find real bargains � this weekend 43.3% shopped more compared to 38.1% last year.
- Gift cards still strong with a 39.5% purchase rate compared to 34.7% last year. On-line shopping is virtually the same this year with 29.7% compared to 29.8% last year. Catalog sales up from a year ago with 24.7% compared to 20.4%, but nearly identical to the 23.8% rate in 2002.
America�s Research Group CEO, Britt Beemer, still holds to his 3.2% expected sales increase over a year ago. Retailers could still let this Christmas shopping season get away if they don�t give shoppers bigger discounts in the final five days.
America�s Research Group interviewed 800 shoppers on Sunday evening, December 19, 2004. This study has an error factor of +/- 4.3%.