When you are
looking at a Christmas season where comp store sales growth will
be 3% or less and that 8% of consumers are not shopping your
store due to a poor decorations, retail executives need to take
C. Britt Beemer, CEO, America's
More and more shoppers are
expressing their displeasure at the meager Christmas decorations
they are seeing in the stores, according to surveys conducted by America's
Research Group (ARG), which track Christmas retail sales.
Two in five consumers (40.8%) feel stores are less decorated
this Christmas compared to years past. Last year at this time,
only 23.8% felt stores were decorated less, double the number of
complaining consumers in 2004 (11.6%).
“Consumers cite three principal lacks in store decoration: no
Santa Claus or Christmas signage, no decorations/very few
decorations in or on the windows, and no real distinctiveness
about the store – looks like any other store,” says C. Britt
Beemer, founder and CEO of ARG.
Over one fifth of consumers (21.6%) acknowledged they shopped at
stores with few decorations. When asked to describe in what way
they were not decorated, 25.4% said “no decorations at the front
entrance,” 22.0% said “no decorations/very few decorations in or
on the windows,” 16.2% said, “did not say Merry Christmas,”
15.6% said “there was no change in the store except for an aisle
or two” and 12.1% said “there was no Santa Claus or Christmas
signage” in the stores they shopped.
The number of shoppers who did not shop at a particular store
due to few or no Christmas decorations has doubled from 4.1% in
2005 to 7.9% this year.
“When you are looking at a Christmas season where comp store
sales growth will be 3% or less and that 8% of consumers are not
shopping your store due to a poor decorations, retail executives
need to take notice,” Beemer says. “Based upon these trends,
retailers need to re-prioritize their store displays during the
Christmas shopping season or more shoppers will walk out next
year,” he predicts. Beemer blames the trend on
“Wall-Street-driven” executives at retailers who place
short-term earnings above long-term market success.
ARG surveyors have interviewed some 3,000 adults in three
Christmas retail surveys, beginning in mid November.
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