It is hard to get a crystal-clear view of how the opening days of the holiday shopping season fared at mass-market doors. Some headlines screamed it broke records while others proclaimed it weaker than expected.
Interviews with several executives from the leading drugstores and discount stores reveal it was both. Early efforts to get customers in the doors worked, but sapped traditional Friday sales. All agrees there will be a new complexion of holiday sales in 2013.
“We now have to really figure out what shoppers want,” said Mark Griffin, president and chief executive officer of Lewis Drugs in Sioux Falls, S.D. “They appear to want to shop on Thursday, but we have to review the situation and how to handle this whole new phenomenon for next year. It is like a sporting event.” Lewis added that although there was activity, warmer than usual temperatures in his market didn’t put shoppers into full holiday mode.
Joe Magnacca, president of daily living products and solutions for Walgreens, said the early results were promising, but that as usual, drugstore efforts kick in a little later than discount and department stores. He did single out health and beauty aids as one of the best areas during the opening days of the holiday season. Walgreens waits until December to reposition its holiday fragrance and beauty gift sets on end caps at the front of the beauty department. This year it has a new promotion called the 12 Days of Christmas focused on the final push. Each day there will be a special beauty offer. Walgreens also has its Saturday promotions in beauty called SaturDate, which, Magnacca feels, will have a big impact on beauty volume. He also said the dynamics of Black Friday changed this year and will rewrite holiday shopping rules for the future.
Gift sets — fragrance, cosmetics and even toiletries, are getting early approval from shoppers. Many appear to be out of items that had been used up over the last two years and were ready to be replenished. The NPD Group chronicled this trend in prestige and retailers confirm it is occurring in mass, too. “Gift sets have often provided a somewhat stress-free purchase for the shopper to get in and out of the madness that surrounds shopping during the holiday season,” said Karen Grant, vice president and senior global industry analyst, NPD. “And it’s not just fragrance anymore, sets are now among the hottest areas in makeup and skin care, too,” added Grant.
On the East Coast, strong Black Friday sales didn’t offset the bite Hurricane Sandy took out of volume in the beginning of the month. MasterCard Advisors’ Spending Pulse estimates Sandy reduced retail sales in the first week of November for the hard-hit mid-Atlantic and Northeast regions, to the tune of $4 billion. Still, a record 247 million shoppers visited stores and Web sites over the four-day weekend that kicked off on Thanksgiving, up 9.2 percent over last year, according to a survey conducted by BIGinsight for The National Retail Federation Group. The number who shopped on Thanksgiving rose 23.1 percent, while tallies on Black Friday increased 3.1 percent.
Mass merchants will be the first to say sales come last-minute to their channel. But in the meantime, they are hauling out all the lures they can from gift sets to buy-one, get-one-free sales.
People, Places and Things
A few words with Joe Magnacca, Walgreens president of daily living products and solutions as he prepares for a celebrity-filled party attended by the likes of Fergie and Mark Wahlberg to celebrate Walgreens 8,000 store. Located in the former famous Schwab’s Pharmacy, the store is the first Walgreens to stock Boots No7. WWDBeautyNews: How many Look Boutiques are open now? Joe Magnacca: We are at just about 40 with two more to open this year. This store is special because it is the first with Boots No7 and we thought it was a good location to show the new fixturing and totally new packaging that has been developed. We will be working in other Boots products next year [the availability follows the strategic partnership between Walgreens and Alliance Boots inked last June].
WWDBeauty News: What’s special about the fixturing and display? J.M.: We have put No7 at our welcome desk, right when you walk into the store. This is the checkout and we’ve trained Beauty Advisors to educate consumers about the brand as they check out. From this, we’ll pause and measure the success and decide where and how we will roll out No7.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)