August a Slow Month for Back to School Retail?
It seems that the stranglehold that high gas and food prices, combined with a number of other factors that you’ve undoubtedly heard discussed in the news at great length, has had an effect on the month of August’s back to school sales of clothes and other back to school luxuries, with consumers focusing mostly on the absolute essentials and not going all out on things like extra clothes or higher end stuff.
What happened is, although of course parents bought their kids the basics, but they didn’t go above and beyond and go all out with the clothes and shoes as retailers normally hope they do so that they exceed their sales expectations and actually profit. Did you know that the majority of profits from retailers comes around holiday times and special occasion times like back to school, and if it weren’t for these special times, they really would not be a profitable enterprise at all! Makes sense if you think about how empty stores seem to be and how no one seems to be actually purchasing anything at places like malls during the days of the week.
Retailers like Wal-mart though apparently posted stronger than forecasted sales, lending to the theory that consumers are getting the lower end stuff and just the basics, since they went a couple of percentage points over what they came up with as forecasts, which doesn’t seem like a lot but in retailers speak it’s quite significant!
Another factor that is lending to the slow August sales is that people are seeing their incomes drop with the employment rates going up as well as companies being forced to offer minimum raises to employees (this happened at my place of work it seems, at least to the majority of people). Even with gas prices going down and mortgage relief being offered by the government, consumers are still feeling the proverbial squeeze on their pocketbooks.