NEW YORK — Holiday sales are expected to grow at the slowest pace in six years as shoppers worry about jobs, the housing and stock markets and high gasoline and food prices, according to a forecast from the National Retail Federation being released today.
The outlook from the retail trade group joins other weak holiday predictions issued so far that will likely lead to aggressive discounting and pre-Thanksgiving sales blitzes as stores try to pry dollars from frugal shoppers.
Merchants also have scaled back holiday inventories and seasonal sales staff from a year ago. The challenges are compounded by a holiday season that has five fewer days between Thanksgiving and Christmas Day than in 2007, which could make consumers delay their buying.
“You don’t have a good picture,” said Rosalind Wells, the NRF’s chief economist. Last week’s financial turbulence, from Lehman Brothers filing for bankruptcy protection to a proposed $700 billion government bailout of the financial system, “only increases the uncertainty and anxiety,” she said. Wells said she doesn’t expect an economic turnaround until the second half of next year.
The Washington-based trade association predicted that total holiday sales will rise a modest 2.2 percent for the November and December period from a year ago, to $470.4 billion. That would be below the 10-year average of 4.4 percent holiday sales growth and a bit below the 2.4 percent gain last year. It also would be the slowest pace since 1.3 percent in 2002.
Total retail-sales figures from the trade group exclude business from auto dealers, gas stations and restaurants. The estimate also excludes online sales and reflects last week’s financial turmoil, Wells said.
Two other forecasts, from Deloitte LLP and TNS Retail Forward, that were made before the recent market turbulence had predicted the weakest holiday growth since 1991 — though they use different metrics.
Deloitte LLP expects total holiday sales — excluding motor vehicles and gasoline, but including online sales — to rise 2.5 percent to 3 percent in the November-through-January period, less than last year’s 3.4 percent gain. A rise of 2.5 percent to 2.8 percent in that period would be the smallest gain since 1991, Deloitte noted.
TNS Retail Forward, a global market information group, sees retail sales rising 1.5 percent in the October-through- December period, the weakest performance since 1991. The figure includes online sales but excludes sales from gas, supermarkets, restaurants, drug chains and autos.
Given the anemic environment, Wells expects discounters to keep faring well as shoppers focus on price. Joshua Thomas, a spokesman for Target Corp., which has been hurt in this weak economy because of its emphasis on nonessentials such as trendy jeans and housewares, said the chain is focusing on gifts under $25 in its holiday marketing.
Chris Byrne, a New York-based toy consultant, said that toy sales could suffer too as parents may cut back.
