We Need A Little Christmas
There are many reasons shoppers are hesitant to hit the stores this holiday season: Unemployment, the economy, ping-pong gasoline prices and just a general belt-tightening. However, visits to malls, strip centers and freestanding stores uncover another issue — stores lack excitement.
While retailers report they have purposely scaled back inventory and decor, there’s a sense they may have gone too far. Retailers don’t want to be saddled with too much holiday merchandise and, therefore, cut back on blockbusters and other holiday merchandise. But, some chains have also reduced Christmas decorations at requests of religious groups or others who object to the focus on the holiday.
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As a result, in many cases, the mood in stores is not festive. No wonder shoppers are waiting until the last minute. Maybe a little garland and holiday music could inspire a few last-minute sales. Also, there is not an emphasis on beauty items as gifts. Many retailers have emphasized general merchandise, such as “as seen on TV” items or electronics instead of cosmetics and fragrances. But, it’s not too late to put a little spotlight on beauty.
Shoppers are waiting until the last minute and that trend could favor mass retailers. The number of consumers heading to U.S. stores dropped sharply in the second week of December, despite steep price cuts and limited-time-only deals, according to data released by ShopperTrak on Wednesday. ShopperTrak, which measures customer traffic, said that U.S. foot traffic fell almost 18 percent for the week ending Dec. 13 compared with a year earlier, while its estimate for retail sales declined 0.3 percent in the same period.
The good news is that many shoppers didn’t even start yet. And, mass market fragrance sets are traditionally last-minute purchases ,so decorations or not, there could be much more business to come. The National Retail Federation said on Tuesday that the average consumer has completed much less holiday shopping by this point in the season than in previous years. ShopperTrak said the final weekend before Christmas typically accounts for approximately 11.5 percent of holiday sales.
So, haul out the holly and hope for robust sales this weekend. It isn’t too late to build an endcap with holiday color kits or scents. At this point, shoppers might need the help.
NEXT: People, Places and Things >>
People, Places and Things
A few words with Annette Devita, vice president of marketing for Sally Hansen. Any retailer that was concerned Coty Inc. would back off the excitement at Sally Hansen need not worry. Devita previewed items for 2009.
WWDBeautyNews: What’s new in lip?
Devita: One new item we have I like to call Spanx for your lips. It is an instant lip reshaper and it defines and remodels lips without lip liner so you don’t need a separate liner, which is great since so many women say they don’t know how to use liner.
WWDBeautyNews: And how about in Natural Beauty Inspired by Carmindy?
Devita: One new item Carmindy insisted on. It’s an Airbrush Spray Makeup, which she uses. It really is high-definition makeup.
What’s In Store
Revlon Redux: According to BMO Capital Markets analyst Connie Maneaty, Revlon market share is growing in two of its three core categories, namely face and eye.
Go Graffiti: Sally Hansen will launch a new nail art pen to allow users to personalize their nails. The pens will retail for $7.95 each.
Beauty Roundup appears on WWD.com every Friday.