Holiday shopping season expected to be muted as inflation squeezes shoppers


Shoppers hold hands at the Willow Grove Park Mall in Willow Grove, Pennsylvania, November 14, 2020.

Mark Makela | Reuters

Retailers are scrambling to prepare for the fast-approaching holiday shopping season, but sales growth is expected to be muted this year as consumers cope with tightening budgets.

A spate of reports say shoppers are likely feeling thrifty as they face higher prices for groceries and other necessities. The consumer price index has climbed 8.3% over the past year, according to Tuesday’s Bureau of Labor Statistics report. As a result, holiday sales growth is expected to be driven largely by inflation.

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Already, retailers have relied heavily on discounts to move excess inventory and clear shelves in time for the holiday shopping season, which typically kicks off with Black Friday after Thanksgiving. It’s a critical time for retailers and can account for upwards of 40% of a company’s annual sales.

Here’s what forecasts say shoppers and retailers can expect.

A more muted season

On paper, this holiday season’s sales may appear healthy, with Bain & Co. forecasting growth of as much as 7.5% from last year. But when adjusted for inflation, it expects growth of just 1% to 3%, which is below its 10-year average. 

The modest forecast follows the 14.1% jump for last year’s holiday season, according to the National Retail Federation. That increase was chalked up to shoppers being eager to spend their savings as pandemic restrictions eased, even as supply chain bottlenecks slowed deliveries.

Now, consumers and retailers alike are facing a bleaker reality. A poll commissioned for CNBC by Morning Consult showed more than half of consumers are either somewhat or very concerned about staying within their holiday spending budgets, and 80% expect to be impacted by inflation.

The poll also found 52% of respondents said it will be harder to afford their holiday expenses this year compared with last year.

“It’s for sure a year in transition,” said Matt Kramer, KPMG’s national sector leader for consumer and retail.

With consumers being cautious about spending this year, he said retailers will need to push discounts.

Markdowns galore

Online vs. in-person

Back to promotions?

Even if retailers see stronger sales this holiday season, 92% of executives surveyed by KPMG said they expect a recession in the near future. Eighty-one percent said they believe a recession would last a year or less.

To prepare, 52% of retailers said they would seek to cut indirect expenses, while 42% said they would invest in customer loyalty, reduce direct expenses and reduce inventory. 

The summer’s inventory gluts could also come back to haunt retailers, with 56% percent of executives expecting to be stuck with excess merchandise after the holidays. That could lead to even more discounting.

The worries are a stark contrast to the 2021 holiday season, which was marred by shortages and supply chain bottlenecks.

“Retailers who were able to clear past merchandise and accurately forecast inventory needs will be the best positioned for growth,” said Steve Sadove, senior advisor for Mastercard and former CEO and chairman of Saks Incorporated. 

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