Will retailers rebound after weak holiday season?

Published on NewsOK Modified: December 30, 2012 at 11:23 am •  Published: December 30, 2012
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WASHINGTON (AP) — As signs emerge that holiday sales this year grew at the weakest pace since 2008, investors are dumping retail stocks. Analysts are crowing about the missing "consumer engine" without which the economy may stagnate.

Many fear that the season's weakness will reverberate throughout the economy: Stores will be saddled with excess merchandise, forcing them to slash prices and accept razor-thin profit margins. Demand will soften for goods up and down the supply chain, leading eventually to a decline in orders for factory goods and weaker manufacturing. Growth will slow.

Yet there are plenty of reasons to believe that these fears are overblown, some market-watchers argue. Auto sales are strong, as are some measures of consumer sentiment. Home values are rising, leaving fewer Americans on the brink of foreclosure and helping many feel more financially secure.

Above all, they point out, there is nothing permanent about the "fiscal cliff," a set of tax hikes and spending cuts that will automatically take effect at the beginning of 2013 if lawmakers are unable to reach a deal to avert it.

When the fiscal issue is addressed and demand bounces back, these contrarians argue, beaten-down retail stocks may turn out to be this year's best after-Christmas bargain.

"There may be some caution ahead of the fiscal cliff" because of uncertainty about tax rates, "but it's more of a road bump than any fundamental weakness," says David Kelly, chief global strategist for JP Morgan Funds.

He notes that a daily tracker of consumer sentiment, the Rasmussen Consumer Index, rose Friday to 98.9, the highest level measured since January 2008. Other measures of consumer sentiment appear weaker, but Kelly believes the Rasmussen data is more reliable because it is updated daily. Most other indices rely on monthly surveys.

The fiscal cliff isn't the only reason consumers slowed down in November and December. Americans were buffeted by a series of events that made them more likely to stay home.

Superstorm Sandy caused steep holiday sales declines in the Northeast and mid-Atlantic that made the national picture appear far weaker. The presidential election distracted people in November, the Newtown massacre in December. And the rising din about Washington's current budget impasse left many people unsure what their 2013 household budgets will look like.

The outcome: Holiday sales of electronics, clothing, jewelry and home goods in the two months before Christmas increased just 0.7 percent compared with last year, according to preliminary data released Tuesday by MasterCard Advisors SpendingPulse, which tracks holiday spending across all payment methods. That's the weakest holiday performance since 2008, when sales dropped several percent as the cresting financial crisis pushed the economy into a deep recession.

For many, the early results were a worrisome sign of things to come. Jeff Sica, president and chief investment officer of SICA Wealth Management in Morristown, N.J., called the retail sales result "onerous" and "a negative overhang on the market."

Still, the nation's largest retail trade group, the National Retail Federation, is sticking to its forecast that total sales for November and December will be up 4.1 percent from last year. A clearer picture will emerge next week as retailers like Macy's and Target report monthly sales.

That didn't keep investors from reacting hastily to the grim early data. Retail stocks in the Standard & Poor's 500 index fell 5.4 percent this month, while the broader index declined only 1 percent. Computer and electronics retailers fared the worst, sinking 10.3 percent.

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