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Holiday shopping
Holiday shopping at a glance
By MARK ALBRIGHT
Published November 21, 2004
When did most malls begin decorating for the holidays?
The day after Halloween, the same as every year for the past decade.
How much do retailers rely on the holidays?
Most mall stores get a quarter to a third of their annual sales in November and December. For department stores, it's 26 percent; for clothing, book, music and sporting goods stores, it's 24 percent; for jewelry stores, it's 33 percent; and for toy retailers, it's 50 percent. Analysts expect Best Buy Inc. will generate 34 percent of its annual sales and 55 percent of its annual profit during the holidays.
How big is holiday shopping compared with other big shopping seasons?
The holidays generate five times the annual sales of back-to-school, the No. 2 season for general merchandise retailers.
How much do retailers bulk up staffing for the holidays?
About 4 percent, or 800,000 full-time workers nationally. Limited Brands, which operates six chains ranging from Bath and Body Works to Victoria's Secret, increased its number of temp workers by 80,000 for the season.
Are merchandise sales sensitive to gas price swings?
Yes. For every 10 percent gas price increase since 1996, department stores sales slipped 0.36 percent, furniture store sales declined by 0.6 percent and Wal-Mart's sales were eroded by 0.77 percent.
How much holiday shopping will be done online?
About 5 percent, up from 1 percent five years ago.
What is the single most popular gift?
Sixty-four percent of shoppers plan to buy at least one gift certificate, up from 60 percent in 2003.
At the average mall, how many children visit Santa?
Six thousand.
What is the average number of pictures purchased per Santa at a mall?
Three thousand.
How much does Santa earn working at a mall?
The national average for a real-beard Santa is $8,000. That's about 25 percent more than a rookie with a fake beard. Top pay locally is pushing $20,000.
What percentage of malls decorate for Hanukkah?
Eight percent.
What percentage of malls decorate for Kwanzaa?
Three percent.
Does holiday spending end Dec. 24?
No. Thanks to gift cards and clearance sales, consumers say 12 percent of their holiday budget will be spent the week after Christmas.
What is the biggest shopping day of the year?
Usually it's the Saturday before Christmas, but in 2003 it was the day after Thanksgiving.
How many temporary tenants does the average mall add for the holidays?
Three stores and eight kiosks.
Which song is played most frequently in malls for the holidays?
Jingle Bells.
Which song comes in second?
White Christmas.
What are the annual sales of Christmas trees grown in the United States?
$521-million.
What are the annual U.S. sales of Christmas ornaments and decorations imported from China?
$312-million
SOURCES: National Retail Federation, International Council of Shopping Centers, U.S. Census Bureau, U.S. Department of Agriculture, U.S. Commerce Department, Citigroup Smith Barney, Deloitte Research.
[Last modified November 20, 2004, 20:42:30]
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