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Retailers: Better Have Those Decorations Set Up!
Surveys conducted by America's Research Group (ARG,) based in South Carolina, found that shoppers in 2006 were disappointed with the lack of Christmas decor in retail stores.
"More and more shoppers buying Christmas gifts this holiday season are expressing their displeasure at the meager decorations they are seeing in the stores," ARG reported.
Some 41 percent of shoppers said it was their observation that retail stores decorated less in 2006 than one year ago, whereas only 24 percent felt this way in 2005.
“Consumers cite three principal lacks in store decoration: No Santa Claus or Christmas signage, no decorations/very few decorations in or on the windows, and no real distinctiveness about the store – looks like any other store,” said C. Britt Beemer, founder and CEO of ARG.
Nearly 22 percent said they did shop at a store with very little decoration in place. However, those who specifically said they would not enter a retail store if decorations were not visible doubled from one year ago to 8 percent.
“When you are looking at a Christmas season where comp store sales growth will be 3 percent or less and that 8 percent of consumers are not shopping your store due to a poor decorations, retail executives need to take notice,” Beemer said. “Based upon these trends, retailers need to re-prioritize their store displays during the Christmas shopping season or more shoppers will walk out next year,” he predicts.
Beemer blamed the trend on “Wall Street-driven” executives at retailers who place short-term earnings above long-term market success.
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