NEW YORK — Black Friday was no match for Sandy.
Major retailers such as Kohl’s, Target and Macy’s on Thursday reported weak sales in November as a strong start to the holiday shopping season on the day after Thanksgiving wasn’t enough to fully offset a slow start to the month caused by Superstorm Sandy.
The storm stunted enthusiasm among shoppers early in the month just as stores were preparing for the busiest shopping period of the year, a roughly two-month stretch in November through December when they can make up to 40 percent of their annual revenue.
“It really took away the punchbowl for retailers and put them behind the eight ball heading into the crucial weekend,” said Ken Perkins, president of RetailMetrics, a research firm
Eighteen retailers reported that November sales at stores open at least a year — an indicator of a retailer’s health — through last Saturday were up 1.7 percent compared with the year-ago period, according to the International Council of Shopping Centers. That’s well below the group’s anticipated forecast for a 4.5 percent to 5.5 percent gain.
Only a small group of stores representing about 13 percent of the $2.4 trillion U.S. retail industry report monthly revenue, and the list excludes big merchants such as Wal-Mart Stores Inc., the world’s biggest retailer. But the data still offers a snapshot of consumer spending, which accounts for 70 percent of all economic activity.
November sales show that stores were challenged by the impact of Sandy, which hit the Northeast on Oct. 29 and disrupted business activity and households for several days. MasterCard Advisors’ SpendingPulse, which tracks spending across all payments, including cash, said that Sandy knocked off nearly $4 billion of retail sales the first week in November in the hard-hit Mid-Atlantic and Northeast region, which accounts for 24 percent of retail sales nationwide.
The disappointing November sales releases dampen the enthusiasm fueled after reports of strong spending over the Thanksgiving weekend, the official kickoff to the holiday shopping season.
A record 247 million shoppers visited stores and websites over the four-day weekend that started on Thanksgiving this year, up 9.2 percent of last year, according to a survey of 4,000 shoppers that was conducted by research firm BIGinsight for The National Retail Federation trade group. The number of people who shopped on Thanksgiving rose 23.1 percent, while the number who shopped on the day after grew 3.1 percent. Total spending over the four-day weekend totaled $59.1 billion, up 12.8 percent from 2011.
November sales affirm that this holiday season could be a difficult one for stores even as Americans’ confidence is at the highest level since February 2008. The retail federation estimates that overall sales in November and December will rise 4.1 percent this year to $586.1 billion. But that’s more than a percentage point lower than the growth in each of the past two years, and the smallest increase since 2009, when sales were nearly flat.
Michael P. Niemira, chief economist at the International Council of Shopping Centers trade group, said he’s still sticking with his forecast for a 3 percent increase for holiday season. Originally, Niemira had expected November would be stronger than December, but now he anticipates the trend will be flipped.
While Sandy had a big negative impact on the quarter, Niemira believes that there were two factors that hurt November’s business but will benefit December. Online sales made during the final week of the month will be booked during December once the items are shipped, he noted. He also said that the November figure doesn’t reflect the strength of layaway purchases, which will be booked in December once the full-payments are made.
“It’s a very challenging season given the hurricane effects,” Niemira said. “You’re counting on a very strong finish.”
Kohl’s Corp. is banking on strong online spending that came at the end of the month but won’t be booked until December. Kohl’s revenue at stores open at least a year fell 5.6 percent in November. That was well below the 1.9 percent rise anticipated by analysts. The weakest regions were the Mid-Atlantic and Northeast, which were impacted by Superstorm Sandy, but Kohl’s said all regions reported negative sales for the month.
Kevin Mansell, Kohl’s CEO noted that results improved over Thanksgiving week and that Black Friday-related sales seemed to shift to online. Online sales for Thanksgiving week rose more than 50 percent, but most of these sales will be reported with December results, Mansell said.
Macy’s, the Cincinnati department store chain, said the storm hurt sales for the month. Macy’s revenue at stores open at least a year fell 0.7 percent, compared with the 1.5 percent increase analyst expected. But the retailer stuck to its fourth-quarter outlook.
“Despite the largest-volume Thanksgiving weekend in our company’s history, we were not able to overcome the weak start to the month, which included the disruption of Hurricane Sandy,” said Terry J. Lundgren, Macy’s CEO. “Yet we remain on track to deliver a very strong sales performance in the fourth quarter, consistent with our guidance.”
Perhaps most surprisingly, Target reported that revenue at stores opened at least a year fell 1 percent, well below the 2.1 percent increase that Wall Street was anticipating. Target said weak sales early in the month offset stronger sales later on. The South was its strongest region, while the Northeast, hard hit by Sandy, was weaker.
Analysts were puzzled by Target’s disappointing performance in November. Earlier this month, the no. 2 discounter behind Wal-Mart had issued a profit outlook for the holiday quarter that beat analysts’ estimates. The chain also opened its doors at 9 p.m. on Thanksgiving, three hours earlier than a year ago.
“In this environment, not everyone is going to win,” said Brian Sozzi, chief equities analyst at NBG Productions.