Christmas sales go well despite crisis in the usa and europe
Due to massive discounts, the u.S. Got off to a good start in the christmas season. So the "black friday" went better than expected and also the cyber monday may have brought high growths. At the same time, austrians are buying like crazy and even in germany retailers are hoping for sales increases after the first christmas shopping weekend.
In the usa the friday after thanksgiving is called black friday. On this day the christmas shopping season is opened and many retailers get into the black only on this day – or at least hope so. However, after retail sales in the crisis-stricken usa recorded the worst slump in october since these statistics have been collected, the worst was expected to happen this time.
However, things turned out differently in the run-up: as the industry information service shoppertrak has ascertained, thanks to massive special offers and promotions, shopping volumes increased by a further three percent to. Us$ increased. However, with saturday sales down 0.8 percent year-on-year to us$6 billion, the first black friday weekend saw sales growth shrink to just 1.8 percent. In contrast, a survey by the national retail federation (nrf) found a 7.2 percent increase for the entire shopping weekend, which typically accounts for about 10 percent of total holiday sales, with consumers spending an average of $372.57, up from $347.55 a year earlier.
However, while shoppertrak doubts there will be any growth overall – especially since the shopping period remaining until christmas is five days shorter than last year – the nrf expects a 2.2 percent increase to $470.4 billion, although this estimate is based on surveys of only 3.370 consumers with a margin of error of 1.7 percentage points in either direction.
On the one hand, technical consumer goods such as hd-tv, blu-ray products, digital cameras and navigation devices were once again in demand; on the other hand, traditional handicrafts enjoyed high demand. The clear "must have" in the fashion sector this year were the "uggs boots", sheepskin boots from the australian deckers outdoor group (deck). However, anecdotal reports put the growth into perspective. So customers had typically liked to buy the items with the most brutal discounts, but then left the stores in a hurry.
According to initial estimates, sales via the internet on black friday were rather stagnant. Internet commerce researchers comscore, for example, put online sales on black friday at $534 million, up from $531 million the previous year. Internet analysts comscore, on the other hand, reported on sunday that online growth on thanksgiving and friday was two percent. Paypal, the online payment service owned by ebay, reported a 34 percent year-on-year increase in transaction volume on friday. In total, the online christmas business is expected to bring retailers 44 billion dollars this year, at least according to forrester research, which, like most other analysts, expects growth of around ten percent.
These expectations have been partially confirmed so far. For example, the online stores newegg.Com and amazon.Com reported year-on-year increases of 10 percent on black friday and 11 percent on thanksgiving, with target, walmart and amazon leading the way, beaten only by ebay. However, the figures remain contradictory. The online experts at hitwise reported that traffic at the 500 largest online stores was down five percent on friday and eight percent on saturday compared with the previous year, while the market researchers at nielsen reported a ten percent increase for the 120 largest retailers on friday.
However, in online retailing, the following monday, cyber monday, is considered the key date. Last year, sales on cyber monday were around half as high as on black friday. Because again in the office on the first working day after the holidays is usually searched on the internet for the best prices for the goods, which one has examined on the weekend. Last year, according to comscore, internet sales on cyber monday had increased by 21 percent to 733 million dollars compared to the previous year, and there had been an overall increase of 19 percent in the christmas business. This year, despite the crisis, it was allowed to be a lot more.
After all, already on friday the queries to the various search engines used to search for the best online prices had increased by up to 30 percent. This agrees with the results of a survey conducted by america’s research group, according to which 84 percent of shoppers are motivated to buy this year mainly by special offers (after 66 percent last year), which they hope to find mainly on the internet. And rightly so, because on monday online stores were trying to attract customers with free delivery and discounts of up to 70 percent.
Nevertheless, online christmas sales, which had increased by 20 to 30 percent in each of the last few years, are now only expected to grow by around ten percent. Conversive, a company specializing in software for online stores, which has not been far off the mark lately, for example, expected a 12 percent increase to $821 million. Initial figures from the akamai retail index, which tracks traffic to shopping sites worldwide, actually showed a record 6.7 million consumers per minute visiting online stores around 3 p.M., up from a high of 4.6 million last year. Visitors had been.
Buying frenzy in europe too
According to reuters, the german retail sector also drew a surprisingly positive balance of the last weekend. Thus, according to hubertus pellengahr, spokesman for the industry association hde, business had been "really good," with "expensive goods such as jewelry and navigation phones" being purchased in particular. Following a trend survey of retailers, the hde has now confirmed its estimate that, despite the economic downturn, christmas sales could be one percent higher this year than in 2007, which would mean total sales of 74.7 billion euros for november and december. However, according to the federal statistical office, german retailers’ sales in october were 1.6% lower than in the previous month in real terms, adjusted for seasonal and calendar effects.
In austria, on the other hand, there were no sales declines even in october. This saturday, the stores were really stormed, and the merchants report almost with surprise that unlike last year, when the customers had mainly browsed on the first shopping saturday, this time there was a surprisingly large number of purchases. Austria’s largest factory outlet in parndorf, on the border with hungary, has reported an increase in sales of more than 20 percent, and in the largest shopping agglomeration, shopping city sud in the south of vienna, retailers are now expecting an overall increase of three to four percent.
According to surveys, business in italy may not be quite as good, but according to a recent survey, the confcommercio trade association expects sales to increase by just over one percent when adjusted for inflation. However, as in the case of france, comprehensive reports on the last shopping weekend have not yet been published. In great britain, where the woolworth chain went bankrupt only a few days ago, 40 percent of retailers expect a drop in christmas sales, according to a survey by the cbi. This is especially valuable, since the major chains and discounters have already opened the discount battle at the beginning of november.
With these predominantly positive results, however, the christmas business is far from over. For example, in the u.S. – and worldwide, the statistics are quite similar – in each of the last few years, sales are a good third higher on the weekends that now follow than they are at the beginning of the shopping season. As a rule, sales were highest on the last weekend before christmas, and even in the week after christmas they were usually just above the level of the black friday week.