STORES Magazine - November 2008 - (Page 8)

CONSIDER THIS / EXECUTIVE EDITOR’S PAGE We Need a Little Christmas BY SUSAN REDA hristmas always comes” is a familiar expression in the retail industry that regularly surfaces at this time of year. Today, retailers and manufacturers are adding an inquisitive tenor to the expression, wondering whether retailers will actually see a lift from holiday spending or if the Grinch has another evil scheme up his sleeve. After speaking with many retailers and industry experts over the last month, I feel confident that Christmas will come, but it will be different than it’s been in years past. Will shoppers spend less? Judging from the numerous polls taken over the last month, the answer is “yes.” But once shoppers get into the stores, see the decorations and hear some holiday music, there’s still a good chance that they’ll loosen the purse strings. After an endless drumbeat of negative news, I think shoppers may “need a little Christmas, right this very minute.” Gas prices are falling, which is good news, and the nation’s fixation on the presidential election is drawing to an end after what feels like the longest campaign ever. Regardless of the outcome, consumers can breathe a sigh of relief that the tension of the election has ended. Sure, the price of heating oil remains a problem; so does the nation’s rising unemployment rate. But if the stock market starts to behave more like a kiddie ride than a giant rollercoaster, shoppers will begin to spend, albeit cautiously. Also, keep in mind that there is some pent-up demand out there. Shoppers didn’t overhaul their children’s wardrobes for back-to-school; instead, parents seemed more inclined to buy a few needed items and make do with last year’s jeans and sweatshirts. Now those items need replacing. Santa may cross the expensive piece of jewelry, the luxury handbag or the pricy electronic gadget off the list, but more practical items such as sweaters, corduroy pants and a new winter coat are likely to be found under the tree. “Remember when warm pajamas were an after-thought?” says Marian Salzman, chief marketing officer for Porter Novelli. “They were something you picked up when you were holiday shopping, but you didn’t necessarily think of them as a gift. This year, warm pajamas are the gift.” Salzman insists that self-indulgence is off trend; in fact, it’s chic to do without. “Now people who are carrying expensive handbags feel as though they need to apologize for doing so.” She’s predicting the big sellers this season will be fashion accessories, soup pots, blankets and items that suggest comfort. Look for gift cards to be a top gift, too, as they make it easy to stay on budget and give a loved one something you know they’ll like. So there’s no need to cancel Christmas. Just be open to new ways to celebrate. C STORES Magazine STORES Digital Edition STORES.org STORES Knowledge Series® STORES First Edition STORES Retail Deals 325 7th St. NW, Suite 1100 Washington, D.C. 20004 202/626-8101 RICK GALLAGHER Publisher Vice President 202/626-8103 FAX: 866/640-8136 E-mail: publisher@nrf.com SUSAN PATTERSON Assistant Publisher 202/626-8102 FAX: 202/661-3042 E-mail: pattersons@nrf.com EDITORIAL SUSAN REDA Executive Editor 516/437-1245 FAX: 866/640-8138 E-mail: editor@nrf.com HARRY LISTER Managing Editor 202/626-8199 FAX: 866/640-8137 E-mail: listerh@nrf.com EMINE BEHNAM Production Manager 202/661-3047 FAX: 866/235-1939 E-mail: behname@nrf.com MARY ALICE ELMER Copy Editor LUCY D. REDDAWAY Creative Director ADVERTISING & MARKETING MIKE GRIBBIN Advertising Director 410/893-8003 Kim Daniele Molly Deise Therese Draddy Chris Hodges Dan McClure Tim O’Connell Executive Publishing Inc. 900A Main St., Suite 103 Bel Air, MD 21014 410/893-8003 FAX: 410/893-8004 E-mail: advertising@stores.org CIRCULATION ELENA CAIOLA Senior Director, Circulation and Information Management 202/626-8146 FAX: 866/640-8139 E-mail: circulation@nrf.com DORIS MASON Circulation Assistant 202/626-8172 FAX: 866/640-8140 For article reprints, including e-prints, please contact our Reprint Coordinator at Wright's Reprints 877-652-5295 or STORESreprints@wrightsreprints.com. editor@nrf.com At STORES, we appreciate hearing our readers’ thoughts and comments. Please address your correspondence to editor@nrf.com, or contact me at (516) 437-1245. 8 STORES / NOVEMBER 2008 WWW.STORES.ORG http://www.STORES.org http://www.STORES.org http://WWW.STORES.ORG

Table of Contents Feed for the Digital Edition of STORES Magazine - November 2008

STORES Magazine - November 2008 Contents Executive Editor's Page President's Page Every Cup Counts What Shoppers Think Less Park Time, More Shop Time 10 Things You May Have Missed Numbers Worth Counting Full Price/Markdown Retail People Retail Held Captive First Look Concept2Watch Marketing Technology Custom Software PCI Compliance Data Security Arts Update Newsbeat LP Issues: Q&A Cover Story Surveillance Systems Online Fraud Industry Perspective LOEB Retail Letter Point of View NRF News Retail Crossword Retail Industry Calendar Last Laugh

STORES Magazine - November 2008

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