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Retail Winners and Losers for Christmas 2007 Revealed by America's Research Group Survey, Buying Levels Weak over the Weekend
Charleston, SC, December 24, 2007... Only four major retailers -- Costco, JCPenney, Wal-Mart and Barnes & Noble -- were revealed as "Star Performers" this holiday shopping season in the final national survey on Christmas retail sales conducted by America's Research Group (ARG), but overall buying levels were very weak during the final shopping weekend for Christmas 2007, according to the data.
"In today's competitive retail environment, a retailer must hold onto at least 90% of their regular customers in the Christmas shopping season," said C. Britt Beemer, founder and Chairman of ARG. "On the downside, those retailers that lose over 20% of their customers in this intense shopping period, are in jeopardy of not surviving over the long term," he added.
Those stores "in jeopardy," according to the ARG study, are Macy's, Circuit City, Borders and Dillard. Performance is judged on the percentage of shoppers who visited a store this year and also shopped in the store in previous holiday seasons. Although over half of Americans (55.4%) shopped this weekend, only seven in ten (71.0%) are completely done with their Christmas shopping. "We normally expect 58% of shoppers out on the last weekend before Christmas with 85% saying that they have finished shopping," said Beemer.
This year nearly three in ten (29.0%) will be shopping on Christmas Eve, with over seven in ten (71.6%) starting Monday morning and finishing before noon.
Winners and Losers 2007
STAR PERFORMERS
- 1) Costco 92.2%
- 2) JCPenney 91.4%
- 3) Wal-Mart 91.1%
- 4) Barnes & Noble 90.6%
- 5) Sears 88.7%
- 6) Old Navy 88.6%
- 7) Sam's Club 88.5%
- 8) Sports Authority 87.1%
- 9) Books-A-Million 86.4%
MEETING CUSTOMER EXPECTATIONS
- 10) Big Lots 84.9%
- 11) Kohl's 84.2%
- 12) Home Depot 84.0% Best Buy 84.0%
- 14) Toys R Us 83.6%
- 15) Lowe's 83.4%
- 16) Target 83.0%
- 17) The Gap 82.7%
- 18) Kmart 82.1%
- 19) Belk 81.9%
- 20) TJ Maxx 81.2%
- 21) American Eagle 80.8%
- 22) Macy's 77.8%
- 23) Circuit City 76.4%
- 24) Borders 76.2%
- 25) Dillard 74.5%
The study consists of 800 interviews conducted Saturday and Sunday, December 22 and 23, 2007, at ARG headquarters in Charleston, SC. The error factor is plus or minus 4.3%. American's Research Group (ARG) is the consumer–behavior marketing firm that provides clients the insight, strategy and tactics to increase market share. ARG's expertise in consumer behavior has made it a key resource and advisor to leading brands and top retailers in the nation for 27 years.
Contacts: Britt Beemer, ARG, Tel: 843 345 0939 BBA Communications: Barbara Burns / Eve Edwards
Tel: (212) 486 1140 / (516) 859 3402