LOCAL ECONOMIC SNAPSHOT | HOLIDAY SHOPPING

The business of Christmas

By MARIA HALKIAS
Staff Writer mhalkias@dallasnews.com

KYLE ALCOTT
Staff Artist kalcott@dallasnews.com

November and December represent more than 20 percent of annual retail sales. The seasons results are still being tallied, but we know that online shopping is expected to gain market share. Online sales were up 15 percent this season over last year, and free shipping was a driver. According to comScore Inc., 36 percent said they wont make a purchase without it and 42 percent said they actively seek out free shipping.

Online shopping year of records

At least 10 days eclipsed $1 billion in online sales this season. Only one day exceeded $1 billion in online sales during Christmas 2010, and that was the Monday after Thanksgiving weekend, which the industry calls Cyber Monday.
(In billions)

By the numbers

$20 million
The loss in annual sales taxes estimated by the city of Dallas, local malls and local loss prevention managers of national chains because of locally based organized retail theft rings.

$1.25 billion
Cyber Monday became the heaviest online spending day on record. 1.5 1.25 1.0 .75 .50 .25 0 Nov. 28 Dec. 5

$1.18 billion
Ranks as the secondheaviest spending day in history.

$1.07 billion
Free-shipping day, when most retailers dropped delivery charges.

$1.13

$1.12

$1.11

$1.06

$1.03

$1.02

$1.02

$600 million
Dec. 12 Nov. 29 Dec. 6 Dec. 16 Dec. 13 Nov. 30 Dec. 8 Dec. 15

Overall holiday retail sales growth by year

Measuring retail sales minus automobiles, gasoline stations and restaurants.
10 8 6 4 2 0 -2 -4 -6 99 01 03 05 07 09 11

Recent past vs. today

What percentage of your holiday shopping do you plan to do online? 2006
30%

The states estimated loss per year from untaxed online sales, according to the Texas comptroller.

1 in 4
Texas jobs that are directly and indirectly supported by the retail industry. Major chains based in Texas: Whole Foods, Neiman Marcus, J.C. Penney, H-E-B/Central Market, 7-Eleven, RadioShack, Pier 1 Imports, Mens Wearhouse, Container Store, GameStop, Michaels Stores, Zales.
100%

2011

3.8%

25 20 15 10 5 0 None 1%10% 11%- 26%- 51%- 75%25% 50% 75% 99%

Purchases by region
Regional holiday spending differences. An explanation for food spending being higher in the Northeast: Food is more expensive there. How much do you plan to spend? Northeast Midwest South West ... on decorations Northeast Midwest South West Northeast Midwest South West $69.42 $62.40 $71.28 $68.95 $113.56 $104 $102.74 $104.18 $780.19 $680.71 $693.89 $683.15

One for you, one for me

Americans are shopping for themselves more during the holiday season. Its an interesting trend to watch. It could make the season even more important for retailers. Do you plan to take advantage of sales or price discounts during the holiday season to make additional non-gift purchases for yourself or your family?
80

Retail holiday hiring

Stores and websites hire based on forecasts for holiday sales. The 2011 forecast was flat. Retailers are getting more efficient and full-timers want the extra hours. Plus, more stores have scheduling tools that allow them to increase staff during peak periods. Percentage change from previous year
60

2010: 26.6%

2011: 59.9%
60

40 20 0 -20

40

... on candy and food

20

-40 -60 04 05 06 07 08 09 10 11 00 02 04 06 08 10

The bottom line

The deals are there; you just have to look. My kids say I should just shop online, but I like to see it first. Im spending about the same as last year. My students dont seem to be expecting a lot. They want the new technology, but all seem to know times are tough. Toy drives help. Beverly Phillips, experienced shopper, mother of teens and elementary school teacher in Carrollton There seemed to be a lot less people out shopping this year. I started last week (mid-December). I did about 50 percent of it online and 50 percent in stores. Thats a little higher online than last year. Some years I do it all in one day. I got some good deals. I consciously spent less than last year. Lillian Romero, experienced shopper and Coppell resident with plans to start her own business soon This holiday season I started shopping in July and bought a few things every month. But my husband and son wait until December. My earliest shopping was done online. I think thats because I developed a habit of browsing with my iPad while watching television. No calories. Maria Halkias, retail writer, The Dallas Morning News