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    Black Friday Sales Break Records; Is Consumer Spending Sustainable?

    The 2011 retail holiday season has started with a bang.

    Retail sales over Thanksgiving weekend totaled $52.4 billion, a 16.4% increase from 2010, according to the National Retail Federation, an industry trade group. Shoppers spent an average of $398.62 over the holiday weekend, a 9.1% increase from last year and the biggest gain since 2006, the NRF said Sunday. The increase in sales and store traffic can be attributed to early openings and steep discounts for apparel and electronics, with many retailers opening their doors at 9 p.m. Thanksgiving evening, an industry first.

    This year's Black Friday sales broke records and consumers showed an increased appetite for shopping despite the recent negative headlines: euro zone debt crisis, high U.S. unemployment, falling stock prices.

    The question now on retailers' minds is: can the shopping momentum last?

    Black Friday, the unofficial start of the holiday season and the biggest day for retailers, proved to be a success; consumer research service ShopperTrak reported a 6.6% year-over-year increase in store traffic over the Thanksgiving holiday weekend.

    Retailers and industry trade groups can broadcast the impressive numbers from every corner and roof top, but what needs to be examined is how consumers are shopping: are they using cash or postponing their payments with credit cards and special interest-free deals? Are consumers dipping into their savings to pay for flat-screen TVs and clothing? Doorbuster deals may have enticed consumers to cut their Thanksgiving dinners short to camp outside, but did consumers stray from their holiday lists? Promotions are just one piece of the retail holiday pie; retailers will need to do a lot more to encourage repeated trips and impulse purchases.

    As Aaron and Henry discuss in the video, don't let the upbeat headlines fool you. The numbers and statistics from Black Friday sales will be tweaked and revised as the shopping season gathers steam. Consumers and retailers shouldn't necessarily dismiss the numbers being reported, but it's too early to assume that retail spending can continue at its current pace. Keep in mind that the NRF is forecasting just an increase of 2.8% in sales for this holiday season - a significant decrease from last year's 5.2% gain.

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    90 comments

    • CFG  •  5 months ago
      Speaking of disgraceful Henry, what's your take on Wall St. analysts who recommend buying stocks even when they're sending private emails to colleagues saying the stock is crap?
      • J 5 months ago
        Damn, I wish he would respond to this.
      • Yahoo! Finac 5 months ago
        He can't be wrong he's & expert.
    • Me  •  5 months ago
      I don't believe it's sustainable not with the high unemployment and economic stagnation.
    • Tom S  •  5 months ago
      Lets get one thing straight. It's not a record because stores started opening up at midnight on thursday. This is not normal shopping time. As for raw sales breaking records I will wait for the margin reports to come in. Many items were sold at break even and below costs to drive traffic. There is no way that the reports of black friday breaking records is going to hold up with real unemployement at around 18% stagnant job growth and stagnant wages.
      • Lars 5 months ago
        I am right there with you...lets see what the gross profit was on all of those sales my guess is that smoke & mirrors replaced profit.
      • Bonds 5 months ago
        Well the fact people are willing to go at midnight and not sleep to shop says something. If people are living on corn meal, would they be skipping sleep to shop at midnnight?
      • Sundog 5 months ago
        Black Friday could now be pulling sales forward -- like Cash for Clunkers and the 1st Time House Buying Credit did.
    • j  •  5 months ago
      the shopping uptick might be termporary and associated with bargin hunting
    • DelJ  •  5 months ago
      The reporting system is flawed - sure sales may have increased by 16% - at least partially due to inflation being out of control - prices are way more expensive now on everything than last year - even the sales prices this year are more expensive than sales prices last year! This simply means people bought less with more money. Also, you have the fact that retailers opened doors early - distastefully on Thanksgiving. What a shame - Thanksgiving is for family - not shopping. This appeals to the women shoppers who will go crazy and charge the stores at 10 pm. Thanksgiving night - breaking up the family unit all in the quest for more material #$%$ that isnt needed.
      • UniverSolisAqwayusFlores 5 months ago
        And some people say women aren't materialistic. LOL.
      • Chris 5 months ago
        Im sure nobody broke up the family there buddy it was 10 at night. I worked then had thanksgiving with my in laws and i still was home by 8. Sometimes i just dont get why people whine about what others are doing if you dont agree with it then dont do it!!!!
    • Indoneisa  •  5 months ago
      kind of interesting this year. no real "must have" items. all junk. save your money folks.
      • Chris 5 months ago
        Best comment ever. There has been nothing new that we need. Last few years the digital flatscreen TVs were a must have. Especially when the government passed laws to make all tv stations broadcast only in Digital. Before that is was DVD players. Most people already bought a Blu Ray player or a PS3. iPads are too bulky to carry around. More suitable for women with purses, businessmen with suitcases and college students with backpacks.
      • Kevins432 5 months ago
        I totally agree Indo. Now to carry that idea through 24/7, 52 weeks a year would be even better. I try not to buy the things I want, only things I need. The monies I "save" from following that philosophy I put towards my mortgage principal. I'm kicking some butt on my mortgage and want to continue to do so until it's history. A roof over my head is way more important than a new iPad or 50" TV.
    • Joe  •  5 months ago
      Stores were pretty empty by me on Saturday afternoon in northern Calif.. Costco looked like a ghost town. Gas and register lines were only one or two customers deep.
      • UniverSolisAqwayusFlores 5 months ago
        Agree, best time for KFC is after thanx day, very quiet in there, and same for haircut place on Sunday.
    • Interesting times  •  5 months ago
      Is it sustainable...hmmm Lower incomes, higher unemployment, and people fighting for the doorbuster deals. I didn't join the madness on Black Friday, but did find several items I purchased this year for 40-50% of what I paid. I bought them and will be returning the used ones to the retail stores because some have 100% satisfaction guarantee. I'm sure I can't be the only one.
    • Tim  •  5 months ago
      I hve friends who work in retail, and what they saw makes these numbers mean nothing. From what I am told , most people on Black Friday went and only bought what was the bargain they wanted. Nothing else, this isnt going to help the economy for more than a week or two. People still dont have the money to buy like the old days, when everyone charged it and paid later. There is no later for most buyers anymore, if you dont have cash, you dont buy. simple.
    • A Yahoo! User  •  5 months ago
      ... and they're laughing about it ... oh how the times have changed ...
    • Mark  •  5 months ago
      No kidding, how can anybody pass up a 42 inch tv for $175-$200. The thing to watch is not sales but profitable revenue. Not sure how anybody can make a profit selling electronics at these crazy prices. Am I missing somethings?
    • Dr Strangeluv  •  5 months ago
      OK, so sales went up - how much profit did they make?
    • Professor Cle Torez  •  5 months ago
      as long as they keep giving credit card to people without jobs we'll be ay ok! 100% sustainable.
    • j  •  5 months ago
      No, the consumers are spent out. Trying to make what few dollars they have left go as far as it will go buying the black Friday sale items.
    • M.  •  5 months ago
      Some demands to turn the country around.

      1. Immediately stop the production of ethanol from corn. And you wonder why food prices are high?? Farmers lobbyist love Congress.

      2. Ban the trading of oil/commodities and go to a simple supply and demand pricing. But no,, you want hedge funds telling you what you are going to pay for a gallon of gas don't you...

      3. Term limits, vote all incumbents out. The days of party loyalty are over, as well as career politicians. Serve your term and you are out. But no,, you are so brain washed you actually believe your party will fix everything don't you...

      4. One flat tax for all, including corporations. If you are at poverty level income or below, you pay no tax.

      5. Immediately stop the wars and bring all troops home. But no,, war is big business to many people will get laid off. Screw who gets killed we need our job....

      Copy and paste this and send it on. Lets take the county back from the corporations/politicians.
    • Scott  •  5 months ago
      I have had competitors consistently beat my company in gross sales. It was frustrating to say the least. Always bragging about breaking records. Didn't hear much about margins though. They are now out of business.
    • DelJ  •  5 months ago
      I have two reasons to logically explain the 16% increase in sales: INFLATION and an ADDED SALES day (Thanksgiving). How can this be interpreted as good news? Lets have an apples to apples comparison. Those that see good news from this are comparing apples to oranges.
    • william formerly choo cho ...  •  5 months ago
      Americans are being perceived as pervese idiots!! Whof the hell with any form of intelligence and cultural values would camp out at a Wal-Mart. Americans keep showing that they're a bunch of obese buffoons! Welcome to the third world America!!
    • california wine man  •  5 months ago
      HELL NO! And who are we KIDDING?
    • Kevins432  •  5 months ago
      Stores should not have been open on Thanksgiving. It's no wonder family chemistry has broken down. I remember when families ate dinner together EVERY night. Now, with parents working different shifts, sometimes working 2 jobs and everyone running in 9 different directions the family dinnertime has almost become extinct. What a shame. I would have thought big business could wait another handful of hours to open their doors but they chose to make their employees cut their holiday short for the almighty dollar.

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