Retailers Need The Secret

The glass is half full. The grass is greener on the other side. Papa does have a brand new bag. In a culture that revered "The Secret" for its, "what you think about expands" practice, you'd think we would use this kind of optimism for the stock market and retail sales. Not this holiday season. So far, the doomsday-ers are out, telling us sales are dropping, consumers are emotionally distraught (really?) and the sky just might fall on us.

Despite the fact that we're deep in the holiday season, a time of total optimism, I read daily reports that retail sales are dropping or won't meet expected forecasts. Take for instance home decor. As the home sales market drops, credit standards constrict and fuel prices shoot through the roof, home decor retailers are in a panic. So it was no surprise to find several articles dedicated to less-than-optimistic insights about home decor retail sales. Which is sort of depressing. Especially if you're in the home decor business.

Home Depot's panic turned into aisles of holiday wrapping paper, snow villages and artificial Christmas trees; all in an attempt to take advantage of shoppers tendencies towards impulse purchasing--something we've all fallen prey to a time or two...or three. "With the rise of gas and home-heating prices and the mortgage-rate concerns, shoppers anticipate cutting back on many categories, including home," said Wendy Liebmann, president of WSL Strategic Retail. "It's a season of mind-set over matter, as shoppers feel very unsettled about what the year-end will look like for them financially and emotionally."

Are you emotionally unsettled? Maybe, maybe not, but I sure wish everyone would cheer up. Perhaps I'll need to send out copies of The Secret.

Home retailers are pulling out all the stops, offering new merchandise and running special promotions. The Pottery Barn is hosting holiday decorating classes (fun!), while Macy's is crossing its fingers, hoping that a new Martha Stewart product launch will help their home department. Retailers such as The Container Store and Design Within Reach are putting their efforts into direct mail and e-mail offers. And Home Depot beefed up its online presence with comedian Steve Harvey giving customers tips on preparing their home for the holidays.

And really, it's not all that bad. Despite reported negativity about holiday retail sales, the National Retail Federation expects 22 percent of adults 18 and older to receive home decor gifts for the holidays. How's that for brightening up your spirit? I may send this over to the execs at Home Depot...

Maybe we should look at retail sales like the stock market--whatever our confidence level is, is what actually occurs. If it truly is all about confidence, then let's put on a happy face and expect amazing and incredible holiday sales for 2007. Because, it ain't over, 'til it's over. There are still 12 solid shopping days left for sales to surpass any of our wildest dreams.

Now, go watch "The Secret" and visualize skyrocketing retail sales!

--Heather Strang