Inside Holiday Retail Performance- No Surprises in Light of the American Mood

Posted on | January 24, 2008 |

by Faith Popcorn

We’re hard-pressed to see how anyone was surprised by the worst holiday retail season in five years. There are very real, palpable economic woes that would have the most eager consumers sitting on their wallets. Then there is the overall mood -the war drags on, we aren’t excited by any of the choices presented in the Presidential sweepstakes, our healthcare and education systems are shattered. Indeed, all of our institutions seem to have failed us.

It sets a context we’ve identified as “Life Rage.” Due to the misalignment between people’s ethical framework and reality we are walking on egg-shells into proverbial walls. It’s an increasingly pervasive mindset, in search of an antidote to be found only in “Goodness.” Right now, literally no companies are “good enough” to be described by consumers as “good.”

Still, there were some surprises, or at least outriders at year-end, for well and ill. Wal-Mart’s ability to buck the trend and post positive year-on-year progress suggests that it is still possible to “massify”
retail, particularly in the face of economic uncertainty. By contrast, Target’s 5% decline is an omen that what we thought was an innovation in merchandising, spurred by an equally breakthrough marketing program, was insufficient to break through the economic impediments or the dour mood to spending.

Categorically, the one bright spot in holiday retail was consumer electronics, which suggests that it is still possible to capture the imagination, offer utility, and invent desire, even when we confront storm clouds on the horizon. Consumer electronics offer escape.

For over three decades, Faith Popcornâ€™s BrainReserve has been the leader in bringing applied futurism to Fortuneâ€™s Global 500 Brands, including: Campbellâ€™s, Colgate, Johnson & Johnson, Novartis, Pepsi and Yum Brands. Its founder, CEO and Chief Visionary Faith Popcorn drives the companyâ€™s overall perspective, direction, and leads the implementation of our mission in real time: to guide our clients to their Best Future.