Shopping for some better holiday tales
Radio reporter: I'm talking with Howard Salesworthy, chairman of the retail consulting firm Salesworthy and Company, about the impact of an unusual story on the Christmas retail outlook.
It was recently reported that people have been traveling a very long way to see a certain newborn baby, currently residing in a stable. Some are arriving on foot; others are traveling by camel. Retailers are certainly going to be paying close attention to this story. Mr. Salesworthy - how do you see this story affecting shopper traffic this holiday season?
Mr. Salesworthy: Well, what we are really hoping is that shoppers will relate to the three wise men, who exude consumer confidence. They gave the baby gold, frankincense and myrrh - all luxury items at high price points, probably bought from mall-based department stores, which have been struggling against competition from the big box stores. Ideally, they would have brought the baby personal electronics - some educational software or digital interactive toys. We're looking for electronics to be hot this year. Anything in electronics is very exciting.
Radio reporter: What about the shepherds? They didn't arrive bearing any presents. One was quoted as saying, "I just think we have too much stuff. From the moment they're born, kids are spoiled these days." Then there's that little drummer boy, who had no gifts to bring. Could the example of these visitors turn out to be a retailer's nightmare?
Mr. Salesworthy: That's right. The shoppers are already carrying fewer bags than retailers like to see. The shepherds might be part of the trend of a smaller Christmas - we've heard of some shoppers who are cutting their spending by as much as two-thirds. Or maybe they're just waiting until retailers make those deep price cuts just before the big day.
Radio reporter: What other aspects of this story might have an effect on the retail industry?
Mr. Salesworthy: Well, the star in the East is certainly something we want to latch onto, a bright spot, if you will. It's shiny, it sparkles, it makes people think of expensive jewelry. There's been a growth in luxury goods, and this can only help the trend. The angels are also good image-makers for the retail sector. The shiny wings, the flashy outfits - those could increase the demand for both designer handbags and better sportswear. We see the star and the angels turning into logos for the Christmas season - they could create real brand awareness for the holidays.
Radio reporter: Thank you for your time, Mr. Salesworthy.
Writer's note: The above satirical sketch using the most impeccable of journalistic techniques (some quotes were taken from an actual radio interview and the guy's first name really was Howard) was created to add to the untold number of stories we read, view and hear every holiday season about the world's most boring subject - shopping.
Retail sales are admittedly important to the nation's economy, but the knowledge that Susie Smith is planning to spend $516 more this season than she did last Christmas or that Bob Johnson is waiting until Christmas Eve to do his shopping is not really very interesting, nor is it relevant to the meaning of the holidays, which is hopefully more than the sum of the outrageous holiday discounts on new DVD players.
Reporter Heidi Gaiser may be reached at 758-4431 or by e-mail at hgaiser@dailyinterlake.com