What’s the meaning of November comp sales?

Despite reports of robust Black Friday sales, chain stores’ November 2011 comp sales were a mixed bag. RetailWire panelists recently focused on JCPenney’s results. Here’s my point of view:

It would be hard for the new management team at JCPenney to ignore what the rest of its competitors will be likely to do in 2012…namely, repeat their early openings. Even the stores with disappointing results for the full month of November said that their Black Friday business was strong, in part due to the change in opening hours. However, JCP has underlying problems with branding and content that wouldn’t have been fixed in an extra four hours.

(Not to be cynical, but it’s also a way for the new JCP team to drive comp sales — and take credit for it — by correcting a mistake that they made in 2011.)

The bigger concern in yesterday’s numbers is the number of chains “in the middle” whose results disappointed. The biggest share gainers seem to be higher-end stores (Macy’s and Nordstrom)…or warehouse clubs and off-pricers at the other end. The market-share losers may need to sharpen their value or trend message instead of trying to do both.


1 Response to “What’s the meaning of November comp sales?”

  1. 1 Christine December 17, 2012 at 12:53 am

    I have read so many articles or reviews on the topic of the blogger lovers except this article is genuinely a good post, keep it up.

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