Post-Thanksgiving, Pre-Christmas Selling Season
Since this holiday season is not looking to be much better than the one we saw last year, you may find yourself having plenty of time to read. Last month, we surveyed our readership and found that 51 percent of you felt that this year’s sales will be the same or less than last year. An amazing 15 percent of my readership felt this year would be greater than 5 percent of last year’s figures. These are the people we hope are out shopping every day.
As the old saying goes, the definition of insanity is doing the same thing over and over again and expect the same results. This could be why over half of you are not so positive about the holiday selling season. Of respondents, 38 percent have made no change with regard to how they will go to market this year versus last year. However, an equal number of you have decided to either drop the number of lines you carry or reduce the inventory you have on the lines you will be selling this year.
Further adding to the unsettling times is the indecision that is plaguing retailers this year. I found it amazing that an equal percentage of respondents said they will increase advertising; keep the same amount of advertising as last year, or reduce their advertising – about one-third each. So what does this tell us? I have no idea. This is the kind of insightful thinking you will find in “Going Rascal.”