Real Estate Journal — Shopping Centers — November 25 - December 8, 2016 — 11C
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O R T H P L A I N - FIELD, NJ — A posi- tive seasonal outlook, Firm’s annual pre-holiday survey also reveals digital marketing momentum Levin Management retail tenants report positive seasonal outlook, robust hiring plans N LMC tenants expect their customers to shop early this year. A full 24% of survey fore Christmas (16.2%). Only 5.9% expect their peak sales to fall between the Christmas and New Year’s holidays.
will incorporate the same or a higher amount of tech-centered marketing this holiday season. “This is smart planning,” noted Melissa Sievwright , LMC’s vice president of mar- keting. “Deloitte forecasts that digital interactions – consum- ers’ use of digital devices such as smartphones, tablets, and desktop and laptop comput- ers – will influence 67% of brick-and-mortar sales during the 2016 holiday season. In turn, our tenants recognize the importance of reaching their customers via digital platforms – both prior to and during store visits.” n
in our 2016 poll is noteworthy. It will be interesting to look back and trace whether fac- tors such as the unseasonably warm fall, the presidential election and other variables impact when 2016 holiday shopping actually peaks.” The survey also revealed that technology-centered marketing remains an ongoing priority for LMC survey respondents. The Pre-Holiday survey asked those whose companies are embrac- ing mobile apps, social media, email, texting and other plat- forms to compare their amount of digital marketing year over year. A full 94% reported they
participants an t i c i p a t e their sales will peak pri- or to Thanks- giving. An- other 23.5% predict peak sales during the Thanks-
robust hir- i n g p l a n s and contin- ued digital ma r k e t i ng momentum p u n c t u a t e the findings o f L e v i n M a n a g e -
“The percentage of our sur- vey participants who antici- pate peak sales before Thanks- giving is approximately double the percentage from the prior two years,” Harding said. “It is true everything seems to be starting earlier, with the promotions traditionally as- sociated with Black Friday beginning in earnest by early November. This trend has been building over the past couple of years, however the significant increase indicated
giving/Black Friday weekend. The balance of respondents’ expectations for peak sales are spread among early Decem- ber (12.3%), mid-December (18.1%) and the weekend be-
ment Corporation’s (LMC’s) 2016 Pre-Holiday Retail Senti- ment Survey. The commercial real estate services firm’s an- nual fall poll of retailers within its 95-property, 13 million-s/f portfolio explores year-to-date performance and expectations for the critical holiday shop- ping season. An impressive 83.2% of LMC survey respondents expect their holiday sales to be at the same or a higher level than last year. A full 45% said they plan to add seasonal staff – well above the average 29.8% reporting seasonal hiring in LMC’s prior five Pre-Holiday polls (2011-2015). According to LMC president Matthew Harding , this en- thusiasm likely stems from healthy year-to-date perfor- mance. In fact, 64.3% of survey participants reported year-to- date sales at the same or higher volume than at this time in 2015 – compared to the 2011- 2015 polling average of 57.9%. “Additionally, 66.7% of re- spondents reported shopper traffic at the same or an in- creased level year to date,” Harding said. “This is the highest percentage since we began asking our tenants about traffic in 2012. This is a strong indicator that our retailers are not only surviv- ing but thriving as they adopt technology to drive customer traffic and boost sales.” LMC tenants are not alone in their holiday season out- look. The National Retail Federation (NRF) expects sales in November and De- cember (excluding autos, gas and restaurant sales) to reach $655.8 billion – an increase of 3.6% over 2015. This com- pares to a 10-year average of 2.5%. Similar studies by the International Council of Shopping Centers (ICSC) , Kantar Retail and Deloitte project holiday sales to increase by 3.3, 3.8 and 3.6-4.0 percent, respectively. Further, ICSC re- ports 91% of consumers plan to holiday shop at physical stores.
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