Black Friday sales give retail reps a reason to cheer

The last few holiday seasons have given the retail sector little reason to cheer. However, 2010 seems to be starting on a bright note as Black Friday tops off a November that has seen the greatest gains in sales in four years.

According to the Thomson Reuters same-store sales index, November sales were up 6% from 2009. That’s the greatest gain since 2006. That beats the Wall Street forecast of a 3.6% increase. Some of the store’s posting increases include:

• Macy’s – 6.1%
• Abercrombie & Fitch – 22%
• J.C. Penney – 9.2%
• Kohl’s – 6.1%
• Target – 5.5%

Despite the success of Black Friday sales, analysts caution against too much optimism. The month was fueled in large part by deeply discounted merchandise. While sales may have increased, profit margins may be squeezed. The season will only be very merry for retailers if consumers continue to buy beyond the big sales.

Overall, the National Retail Federation reports that consumer spending during the Black Friday weekend was up 6.4% to an average of $365.34. The federation expects an increase of 2.3% in bricks and mortar retail sales during November and December 2010.


Sales tips for holiday sales

With consumers seeming willing to part with more discretionary income this year for gift-giving, there should be plenty of customers in the stores for sales reps to help. Since sales seem to be driving traffic, it stands to reason that many of your customers will be looking for a bargain.

Instead of trying to discourage low-cost purchases, use them instead as an opportunity to create more sales. Be sure to offer complementary items or upgrades that will turn an average gift into an extraordinary one. Little add-ons can quickly turn a small sale into a larger one that will make you smile.

Also be sure to ask who else your customer is shopping for. Shoppers might come to your store with a particular person in mind, but there are bound to be other gifts to be purchased. Have ready gift suggestions for men, women, teens, children and business recipients. Make sure your suggestions cover a range of price points.

If appropriate for your business, it also helps to have a print-out of gift suggestions that customers can take with them. This is a great hand-out for those who are indecisive. They will appreciate having suggestions that they can take home and mull over. Don’t forget to staple your business card or print your name on the sheet.

All in all, retail representatives seem poised to have much to celebrate in 2010. Happy selling!


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Maryalene LaPonsie is an accomplished writer who has extensive experience reporting on education, career advancement and workforce development topics. She specializes in sales and marketing consultation as well as general copywriting services.