News of November sales, delivered on Thursday December 3rd, dampened any holiday cheer. Sales were up by only 0.7% in November in comparable shops compared to the previous year according to Retail Metrics, a research firm. Sales at Saks and Abercrombie & Fitch, a clothes retailer, were down by 26% and 17% respectively. Even discount stores, such as Target, did not live up to analysts’ forecasts.
November sales figures are a good guide to the health of American retailers. They include traffic from Black Friday, the day after Thanksgiving, when retailers usually start to rake in cash. The day boasts discounts so significant that retailers refer to some of them as “door-busters” and it marks the start of the holiday shopping period. This year hopes were high that Black Friday would see shoppers starting as they meant to go on—with wallets wide open. No such luck. Although more people went to the shops on Black Friday and over that weekend (195m, up by 13% from last year), they spent nearly 8% less per person, according to the National Retail Federation, an industry body.