Jitters behind likely pick-up in August sales
By Andria Cheng, MarketWatch
NEW YORK (MarketWatch) — Compared against year-earlier sales declines, retailers will likely report a pick-up in August sales, driven by back-to-school shopping for apparel and electronics and the addition of tax-free holidays in states including Florida and Illinois.
Still, plenty of worries trail the expected headline numbers.
Analysts’ descriptions of how the month may have turned out included “It’s going to be ugly,” “A mixed bag” and “Mediocrity remains in focus.”
Many cited concerns about the persistently high unemployment rate, the still fragile housing market, a volatile stock market, and the unusually hot weather on the East Coast that likely led to a pause in spending or delays in purchases of jeans and other fall-weather merchandise.
A Discover U.S. Spending Monitor survey released Wednesday showed while more consumers feel the economy is getting better, the number of consumers rating their personal finances as poor reached a six-month high in August.
Retailers from J.C. Penney Co.
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(JCP
20.59,
+0.61,
+3.07%)
and Kohl’s Corp. to Aeropostale Inc.
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(ARO
21.80,
+0.50,
+2.35%)
and American Eagle Outfitters Inc.
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(AEO
12.91,
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+2.14%)
have cut their third-quarter forecasts or given a projection that may fall short of Wall Street expectations. Caution was echoed by retailers across the board.
So far, most eyes are on September to better gauge the consumer mood and how back-to-school selling season, the industry’s second-biggest period and a barometer for the following holiday season sales, will turn out after weather returns to a more normal pattern, analysts said. According to Weather Trends International, August was the hottest in 15 years and driest in 4 years, denting back-to-school and early fall merchandise sales.
Retailers’ new focus: what you want to wear now.
“The days leading up to and after Labor Day will be crucial to the season,” said BMO Capital Markets analyst Wayne Hood.
He said he’s keeping a “watchful eye” on the inventory of retailers including J. C. Penney., Nordstrom Inc.
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(JWN
30.01,
+1.09,
+3.77%)
, Wal-Mart Stores Inc.
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(WMT
51.30,
+1.16,
+2.31%)
and J. Crew Group Inc.
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(JCG
31.86,
+1.37,
+4.49%)
after their stock level coming out of the second quarter has increased at a faster rate than their sales growth. Excess inventory leads to profit-eroding discounts.
“August results will not be strong enough to build investor confidence in the consumer,” said Deutsche Bank analyst Bill Dreher. “Until we get clarity — it’s an expectations game. Inventory risk builds.”
Winners and losers
Overall, retailers are expected to post a 2.8% increase in August, compared with a 2.3% decline a year earlier, according to Retail Metrics. Discounters, excluding Wal-Mart, will likely outpace with a 3.7% increase with consumers seeking bargains in one-stop shopping , analysts said. Department stores also are expected to outperform with a 3.2% gain.
Lagging the industry performance, apparel retailers are estimated to post a 2.3% increase, followed by teen apparel retailers’ 1.7% gain, Retail Metrics data showed.
Among expected winners in different segments, Limited Brands Inc.
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(LTD
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+3.03%)
, parent of Victoria’s Secret, likely outperformed in the apparel segment with a 7% increase. Teen retailer Abercrombie & Fitch Co.
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(ANF
36.69,
+2.09,
+6.04%)
is expected to be a bright spot in its group with a 5.8% estimated gain.
In the department-store sector, Nordstrom, Saks Inc.
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(SKS
7.34,
-0.56,
-7.06%)
and Macy’s Inc.
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(M
20.11,
+0.70,
+3.61%)
are expected to outperform their lower-priced rivals J.C. Penney, Sears Holdings Corp.
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(SHLD
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+3.94%)
and Kohl’s ., Retail Metrics data showed. Costco Wholesale Corp.
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(COST
57.74,
+1.24,
+2.19%)
, in the discount sector, is expected to be among the standouts with a 4.4% increase.
Wal-Mart no longer reports monthly sales.
As an indicator of how sales may have turned out, MasterCard Advisors’ SpendingPulse, which estimates total U.S. retail sales across all payment forms including cards, cash and checks, said on Wednesday that sales trends for August have been more towards “remaining stable and flat rather than towards growth.”
Consumer electronics rose 2.3% while appliances category jumped 9.4%, the MasterCard data indicated. While those categories have been helped by the back-to-school shopping, the data showed some clothing spending could be pushed into September as parents delay buying colder weather merchandise until the weather gets cooler.
The MasterCard data also showed the luxury sector’s momentum may be slowing down as it was hurt by the continued volatile financial markets. J.P. Morgan analyst Charles Grom on Wednesday cut his rating on Saks in part on concern that volatility in the equity market and any Wall Street payroll cuts will hurt demand from the high-end shopping group.
Even online sales have seen some slowdown. Their sales rose 7.2% in August, their smallest growth this year, MasterCard said.
Andria Cheng is a MarketWatch reporter based in New York.

