(Bloomberg Opinion) -- Christmas 2019 should be consigned to the dustbin along with the crumpled wrapping paper and the wilted tree. That’s the message that has come in loud and clear from British retailers. And it caps off a miserable year. Total sales for 2019 fell by 0.1%, the worst year on record, according to the British Retail Consortium and KPMG.
There’s no doubt consumers were cautious in the run-up to the holidays. But store groups can’t blame it all on Brexit. There were some own goals, too.
Wm Morrison Supermarkets Plc missed the halo effect from Black Friday by reining in promotions right as shoppers sought deals during the U.S-imported retail frenzy. Marks & Spencer Group Plc also hasn’t participated for the past few years. While it’s the right instinct to protect against diluting margins ahead of the holiday season, going too far to do so is painful too.
John Lewis Partnership Plc warned that its profit would be “significantly lower” than a year ago, and parted company with the head of its department-store arm, Paula Nickolds. It’s hard not to think the privately held company’s challenges have been made worse by some of its own decisions, such as blindly sticking to its pledge to always be cheaper than rivals. Times have changed since the promise was made many years ago, and it’s become untenable in a market characterized by intense and constant discounting.
But perhaps the performance by M&S is the most disappointing. After seeing some positive signs in women’s wear, it made a fashion faux pas in men’s clothing by getting too trendy for many of its customers. Its range of more contemporary, slim fitting shirts and suits weren’t on trend with its predominantly older shopper base, and it simply stocked too many small sizes than was reasonable.
The high street stalwart also didn’t have the right Christmas gifts, having gone down market just as consumers were seeking more expensive items, such as cashmere sweaters, and more experiential gifts such as spa days. Consequently, M&S’s like-for-like sales in clothing and home furnishings fell 1.7% in the third quarter, worse than the consensus of analysts’ expectations for a 0.8% decline.
The performance is particularly disappointing given that many of M&S’s key competitors, including Debenhams Plc, John Lewis department stores, Mike Ashley’s House of Fraser and Philip Green’s Arcadia, are not firing on all cylinders. And the self-inflicted damage wasn’t confined to clothing. Although demand for M&S’s Christmas food was strong, it wasn’t as pronounced as it had hoped. It misread the market, buying too much festive fare to make sure it had enough available and wound up with far too many leftovers once the holidays came to an end. Consequently, gross margins are expected to be at the lower end of expectations.
The shares fell as much as 11.6%. It isn’t the first time M&S has messed up at Christmas. In the past, it suffered from problems at a key distribution center at Castle Donington in central England. This year that facility held up, but the new round of blunders is worrying.
In contrast, other groups that have been operating quietly without hiccups, such as Tesco Plc, Greggs Plc and discount home-furnishings retailer Dunelm Group Plc, delivered solid performances. It will also be worth watching out for Associated British Foods Plc, which should have benefited from Primark’s strong selection of gifts and party dresses in the run up to the holiday.
With any Boris bounce after the U.K. election proving elusive, 2020 is set to remain tough. The lesson from this Christmas trading season is that to prosper, retailers need to stick to their knitting, and ensure that their own actions don’t make an already difficult backdrop even worse.
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Andrea Felsted is a Bloomberg Opinion columnist covering the consumer and retail industries. She previously worked at the Financial Times.
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