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Zacks Industry Outlook Highlights: Macy's, J. C. Penney, Target and Gap.

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For Immediate Release

Chicago, IL – October 30, 2017 – Today, Zacks Equity Research discusses the Retail, including Macy’s, Inc. (M - Free Report) , J. C. Penney Company, Inc. , Target Corporation (TGT - Free Report) and The Gap, Inc. (GPS - Free Report) .

Industry: Retail, Part 2

Link: https://www.zacks.com/commentary/134138/holiday-fervor-long-term-trends-show-opportune-retail-sector

The story narrating the retail sector’s transformation is now old. What is coming up is the holiday shopping season, the key yearly event for retailers. This money-making period brings with it a lot of enthusiasm as Christmas and Thanksgiving provide ample opportunities for retailers to make up for lost profits during the year.


The holiday season, which accounts for a sizable chunk of yearly revenues and profits for retailers, generally extends from Thanksgiving to Christmas, also including the Black Friday and Cyber Monday events. This season can represent as much as 30% of annual sales for some retailers. Last year, holiday season accounted for nearly 20% of overall retail industry sales.

Coming to the forecasts for this year’s holiday season, analysts remain optimistic on grounds of gradual wage growth, lower inflation, 16-year low unemployment rate, an uptick in the U.S. consumer sentiment to a 13-year high and a lift in economic activity post-hurricanes. Characterized by the aforementioned improvement in the consumer backdrop, alongside early-hour store openings, huge discounts, promotional strategies, price matching and free shipping on online purchases, the holiday season this November and December is likely to be a huge success.

The nation's largest retail trade group, National Retail Federation (“NRF”) rightly projects retail sales for November and December (excluding autos, gas and restaurant sales) to improve 3.6-4% to $678.75-$682 billion, up from $655.8 billion (or 3.6% growth) last year and better than the five-year average sales growth of 3.5%. Additionally, the NRF projects online holiday sales to rise 7-10% to nearly $117 billion in November and December compared with a 9% improvement to $105 billion in 2015.

Apart from the strong consumer confidence, the NRF predicts sales for the period to benefit from a longer holiday season as Christmas is falling on Monday this year and 32 days after Thanksgiving. This will give retailers one extra day of sales than normal, as well as benefit last-minute shoppers in the weekend before Christmas.

Moreover, Deloitte projects holiday season sales to go up as much as 4.5%, while e-commerce sales are envisioned to improve 18-21%. The data compiled by Kantar suggests that the fourth-quarter holiday period sales are expected to jump 3.7%. Further, eMarketer forecasts holiday sales (November and December) to increase 3.1% to $923.15 billion, while retail e-commerce holiday season sales are anticipated to rise 16.6%.

Further, with considerable growth in retail employment in recent months, the NRF expects to witness lesser seasonal hiring for this year’s holiday bash. It expects retailers to employ nearly 500,000-550,000 seasonal workers this year, a decline from last year’s 575,000 hiring.

In this context, retailers including Macy’s, Inc., J. C. Penney Company, Inc., Target Corporation and The Gap, Inc. have already put forward their hiring plans for the upcoming holiday season to cater to the holiday rush. Per media reports, Target intends to employ 100,000 associates, while Macy's will hire nearly 80,000 seasonal workers. Meanwhile, Gap is deploying seasonal associates at all stores including Gap, Gap Outlet, Banana Republic, Banana Republic Factory and Old Navy across the United States and Canada. J. C. Penney will hire nearly 40,000 seasonal workers.

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