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Apparel Store Sales Fall as Mild Weather Continues

Many stores are hoping that the post Christmas sales will bring in a big profit by offering big discounts on their items. The last Christmas rush did not bring in as much revenue as was expected so shops are trying to find incentives for their shoppers to increase sales. The current mild weather is reducing the number of winter items and failing to inspire the Christmas mood into many shoppers. Aimee Lovan of Des Moines, who was at the Valley West Mall in West Des Moines, said "The weather. It's been so warm so I haven't been in a Christmas mood." Apparel stores have noticed a significant decrease in sales whereas sellers of Plasma TVs and Playstation 3s have noticed an increase. Many mall-based stores maintained their promotional calendar throughout the season and refused to give in to the shoppers' pressurizations for better deals. Marshal Cohen, the chief analyst at the NPD Group said that many stores are realizing the holiday season also includes January and are not panicking about pre-Christmas sales.

Gap Inc who have been suffering from lack of sales have reduced their prices on everything from T-shirts to hooded Sweatshirts and jean jackets. Many people who have delayed their shopping are happy with the reduced prices. Shops such as Toys ‘R’ Us has noticed that the week experienced sales that were "exceptionally strong, particularly on Saturday." Research by BigResearch indicated that consumers are expected to spend a total of $24.81 billion on gift cards this Christmas, which was up from $18.48 billion last year. People are turning more to gift cards as a present for their friends and family. "They're quick and people can get whatever they want," said Jason Cameron from West Haven, Conn who bought one for his girlfriend.