Did you go shopping on Black Friday and line up at 3 a.m. at your local Wal-Mart or Penney’s? Did you get that great deal on something you or your family probably doesn’t need like the high definition TV which uses five times as much electricity as your old color set? Did you do your national duty and buy, buy, buy?
I can’t think of anything I’d rather not do over the Thanksgiving holiday than go shopping. But all the TV commercials and newspaper ads try to rev up business and the news shows tell us that’s where everybody goes. Tiger Woods was probably rushing to get in on the action when he drove into the fire hydrant—he was looking for just that special something for his model wife, I’m sure, and couldn’t race to Target fast enough to get on line in the wee hours.
Pay little attention to the Black Friday weekend sales volumes. They usually offer little guidance on overall Christmas sales figures. The early numbers were half a percent over last year’s or basically flat, and last year was an ugly holiday shopping season.
Clearly rising unemployment, tightened credit, and mountains of existing consumer debt add up to another dismal year for retailers. Industry spokespeople sound cautiously optimistic, but they don’t want to talk people away from the stores and be accused of creating a self-fulfilling prophecy. That’s just not good for their own job security.
Their hopeful talk aside, we’re told retailers have hedged their bets by not over-ordering and keeping product lines lean—they don’t want to be forced into marking down a bunch of Boxing Day inventory like last year.
No matter what happens this Christmas season, we need fewer stores in America. And that’s even if sales pick up sharply and unexpectedly. Internet buying will inexorably eat into more bricks and mortar retail business. Internet sales currently total about 10% up from nothing a decade ago. And it’s not just echo boomers going on line at Amazon.com. It’s also working moms looking to save time and stay-at-home moms hunting for bargains. People become comfortable with the process and its relative reliability. One mid-fifties lady I know used to spend her days shopping the power centers and malls for stuff. Now that the family income is shaved and the big mortgage is worth more than the the big house, she shops online for what she needs—saving on gas and avoiding those costly spur-of-the moment temptation purchases.
The big store chains claim or should we say hope that they will keep internet shoppers buying through their sites, but increasingly it’s in the manufacturer’s interest to cut out middlemen and sell directly to the consumer, using fulfillment systems for deliveries. And if department stores have trouble connecting to consumers, mall company websites won’t have much of a chance either.
Now malls and Wal-Marts are far from endangered. The majority of shopping will continue to happen in bricks and mortar formats. It’s just less and less shopping will go on in stores over time. And in the mean time, more Americans realize they don’t have the means to do as much shopping as in the past and understand they need to save more… Merry Christmas all you retailers.

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