People crowd the mall for holiday shopping ahead of Christmas at Twelve Oaks Mall on Saturday in Novi, Mich.(Photo: Bryan Mitchell, AP)
ATLANTA -- Last-minute shoppers crowded into U.S. malls and
stores during the last weekend before Christmas, but many didn't seem to
be in the spending spirit.
This holiday season, Americans have a lot on their minds on top of the now familiar job worries.
Consumers
in the Northeast and Mid-Atlantic, which account for 24% of retail
sales nationwide, were tripped up by Superstorm Sandy. The storm hit in
late October and disrupted businesses and households for several weeks.
Shoppers
are also increasingly worried about the fast approaching "fiscal cliff"
deadline - the possibility that a stalemate between Congress and the
White House over the U.S. budget could trigger a series of tax increases
and spending cuts starting Jan. 1. Confidence among U.S. consumers
dropped to its lowest point in December since July because of growing
concerns about the economy, according to a monthly index released
Friday.
And the recent Newtown, Connecticut, school massacre also dampened shoppers' spirits, analysts said.
This
confluence of factors has led to a muted approach to holiday shopping -
bad news for retailers, which can make up to 40% of annual sales during
November and December and were counting on the last weekend before
Christmas to make up for lost dollars earlier in the season. The
Saturday before Christmas was expected to be the second biggest sales
day behind the Friday after the Thanksgiving holiday in late November.
"It's
so hard to put yourself in the mood," said Linda Fitzgerald, a
51-year-old nurse from Yonkers, New York, who was with her 17-month-old
granddaughter at The Garden State Plaza in Paramus, New Jersey, on
Saturday. She was out Christmas shopping for the first time this year.
She
planned to spend $1,500 on gifts such as clothes for her boyfriend,
down dramatically from $4,000 last year. She had expected to start
shopping last weekend, but simply didn't feel like it, facing a sister's
cancer diagnosis and worry about the economy and the Connecticut
shooting.
Similarly,
Deborah O'Conner, 51, from Westwood, New Jersey, also at Garden State
Plaza on Saturday, had intentions of finishing her holiday shopping
early, but Superstorm Sandy put a wrench in her plans. She spent all
last month helping out her parents and her cousin, whose Long Island,
New York, homes suffered damage
"I had planned to be out early but
it didn't happen," said O'Conner, the mother of three children, ages
22, 19 and 15. "If it weren't for the storm, I would have been done."
Marshal
Cohen, chief research analyst at NPD Inc., a market research firm with a
network of analysts at shopping centers around the U.S., estimates that
customer traffic over the weekend was in line with the same time a year
ago, but shoppers seem to be spending less.
"There was this
absence of joy for the holiday," he said. "There was no Christmas
spirit. There have been just too many distractions."
After a
strong Black Friday weekend, the four-day weekend that starts on
Thanksgiving, when sales rose 2.7%, the lull that usually follows has
been even more pronounced. Sales fell 4.3% for the week ended Dec. 15,
according to the latest figures from ShopperTrak, which counts foot
traffic and its own proprietary sales numbers from 40,000 retail outlets
across the country. On Wednesday, ShopperTrak cut its forecast for
holiday spending down to 2.5% growth to $257.7 billion, from prior
expectations of a 3.3% rise.
Attempting to drum up enthusiasm,
retailers have expanded hours and stepped up discounts. Toys R Us stores
are staying open for 88 consecutive hours beginning Friday at 6 a.m.
through Christmas Eve at 10 p.m. Macy's opened most stores from Friday
at 7 a.m. until Sunday at midnight. And other retailers like Target and
Nordstrom expanded hours at some locations.
At the malls, overall
promotions were up 2 to 3% from last year heading into the weekend,
after being down 5% earlier in the season, according to BMO Capital
Markets sales rack index, which tracks the depth and breadth of
discounts.
At The Garden State Plaza, teen retailer Aeropostale
discounted all clothing and accessories by 60%. Charles David, Cachet
and AnnTaylor had cut prices by 50% of all merchandise. At AnnTaylor,
racks of discounted clothes had been marked down by an additional 25%.
One dress, originally priced at $118, was marked down to $49 but with
the additional 25%, it cost $21.30.
But the deals at the mall
failed to impress Wendy McCloskey, 35, of Lebanon, Indiana, who started
her holiday shopping Sunday at the Castleton Square Mall in
Indianapolis. The snow storm that blew through the Midwest this week
delayed her shopping plans, and a busy schedule with her children also
got in the way. She has two teenagers and a 12-year-old, and they are
all involved in sports.
She wanted to buy shoes at the Finish Line
online, but balked at paying $40 for shipping. In the store, she bought
five pairs of sneakers for $390. But she'd expected to see bigger
discounts at the mall.
"I was so surprised, I figured they'd have better deals," she said.
Associated Press