design:retail - January 2018 - 8

editor's note

008

'Tis the Season
for Confidence

ALISON EMBREY MEDINA
EDITOR IN CHIEF/ASSOCIATE PUBLISHER

alison.medina@emeraldexpo.com
@dretaileditor

HAVE A THEORY. I have a

theory that consumer confidence is directly tied to holiday
spending, and holiday spending
is tied to holiday décor, and an
abundance of holiday décor is
tied directly back to consumer confidence.
Allow me to explain.
I had a business trip to Detroit, where
I was able to tour some local retail. Being early November, I had not yet begun
my personal holiday shopping for the
season, procrastinator that I am, nor
did I plan to any time soon. On the final morning of our trip (a cold and wet
one), I walked into the Shinola flagship
store and was instantly greeted by, oh let's just call
him "Jake in a cozy scarf." He offered up a free hot
cider, which was quite lovely and refreshing. He
then introduced me to "Shelly in the Santa hat,"
who toured me through the store while also sharing
lipstick application secrets (note: Shinola does not
sell lipstick). The next 20 minutes was a blur of the
scent of leather, Christmas tunes, twinkling lights,
sips of my cider and excellent customer service-
and before I knew it, I had purchased a wallet for
my husband and was waiting to have it personally
monogrammed. The spirit of the season was upon
me. And it was only Nov. 16.
The next day, after a quick return flight and drive
home from the Atlanta airport, I turned into my
neighborhood and let out that welcoming exhale
of relief that arrives as you drive down the street
to your house. The last leg of a long week away. But
this drive was a bit different. As I turned at the stop
sign toward the homestretch, something caught
my eye. Twinkling lights. Santa inflatables. Glowing wreaths. Candy cane driveway lights. Not just

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at one house, but at five. In November. BEFORE
THANKSGIVING! I can't even remember the last
time anyone in my neighborhood decorated before
Thanksgiving weekend, much less mid-November.
One neighbor in particular went all out this year,
with lights on the roof, a human-sized Abominable
Snowman on the porch and a yard chock full of
"Star Wars"-themed holiday inflatables. Since her
decorations went up, all of the neighbors are seemingly stepping up their game, adding more lights,
elves, projections and lit trees than our street has
ever seen. Of course, this meant I, too, had to make
an extra trip to the store this year-$200, 15 boxes
of lights and a 12-ft. blow-up Mickey Mouse later,
our house was deemed "suitably decorated" by my
7-year-old (even if it's still light-years behind the
"Star Wars" house).
Now, in mid-December as I write this column,
only a few houses on our long suburban street are
not aglow. The big-box stores are running out of
lights (unless you are into purple or orange twinkling lights-those were still in stock at my local

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Lowe's). And you can drive around the
neighborhoods near me for hours taking
in the festive lights-last year, we looped
the streets looking at lights in about
30 minutes.
The National Retail Federation (NRF)
issued a press release stating that retail
sales in November were up 6 percent
year-over-year unadjusted (excluding
automobiles, gas stations and restaurants). "This has been an impressive start
to the holiday season, perhaps the best in
the last few years," NRF Chief Economist
Jack Kleinhenz said. "The combination
of job and wage gains, modest inflation
and a heathy balance sheet along with
elevated consumer confidence has led to solid holiday spending by American households. Today's
report is indicative of a strong consumer who is
confident about the current and future state of the
economy. The improved willingness to spend and
the purchasing power of consumers will continue
to be an economic driver of growth into 2018."
Maybe it's the egg nog talking, but I feel like this
is all a sign of positive things to come in 2018. From
me buying my first holiday present in November to
entering into the "best house on the block" competition (which is not me at all, if you know me!),
confidence abounds and the spirit of shopping is
upon us. For 2018, my New Year's resolution is to
have my house decorated by Nov. 16. And hopefully
not in orange and purple lights!
Happy New Year to you all, and here's to a happy,
healthy and confident 2018!

Photo by JAYSONPHOTOGRAPHY/SHUTTERSTOCK

http://www.DESIGNRETAILONLINE.COM http://www.GLOBALSHOP.ORG

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