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.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)