The all-important holiday shopping season is just around the corner, the period wherein retailers use point of purchase graphics and other forms of signage to advertise door-buster sales events. Based on newly released sales expectations, it appears as though their marketing efforts won’t be in vain, as purchase activity is poised to rise.

Retail sales in November and December – when the holiday shopping blitz really begins in earnest – are forecast to increase between 4.3 percent and 4.8 percent compared to the same stretch in 2017, according to estimations from the National Retail Federation. The trade group’s encouraging report stems from a blend of indications pointing to high transaction volume, such as record-low unemployment, steadily rising incomes and stellar consumer sentiment. Indeed, according to the Conference Board, consumer confidence reached 138.4 on its index, its highest point since 2000.

“Holiday sales are forecast to increase between 4.3% and 4.8%.”

Matthew Shay, NRF president and CEO, said sentiment among retailers is also upbeat.

“Our forecast reflects the overall strength of the industry,” Shay explained. “Thanks to a healthy economy and strong consumer confidence, we believe that this holiday season will continue to reflect the growth we’ve seen over the past year.”

Potential for growth not seen since 2010
Holiday buying activity at department stores and malls have a lot to live up to to overtake what transpired in 2017, when hanging signs and retail banners helped fuel a purchase amounts worth nearly $688 billion for the industry, the report said. That’s a 5.3 percent increase from a year earlier, the largest gain since the economic downturn.

Buyers just might outdo themselves, as the NRF predicts receipt totals of between $717.5 billion and $720.9 billion, with customers drawn to stores by hanging signs and other attention-getting displays .

NRF Chief Economist Jack Kleinhenz chalked up 2017’s results to a blend of factors, not the least of which were the tax cuts that enabled more Americans more money to buy.

“With this year’s forecast, we continue to see strong momentum from consumers as they do the heavy lifting in supporting our economy,” Kleinhenz said. “The combination of increased job creation, improved wages, tamed inflation and an increase in net worth all provide the capacity and the confidence to spend.”

Use retail signage to differentiate
The sector is going through a bit of an overhaul of late, as e-commerce has been both a blessing and a curse. It’s benefited shops by serving as an alternative outlet for customers to shop, but it’s also led to a slowdown in-store foot traffic.

On the plus side, shops and outlets that have made the necessary adjustments and remained competitive have fewer rivals vying for consumer loyalty, presaging better payoff for retail signage.

Through the years, the main objective is getting shoppers into their stores, then impressing them once they are inside. Refreshing retail signage is one of the many tools that grabs attention and ensures the holiday season will meet their expectations. Whether it’s through use of concrete sidewalk signs as they stroll by, window clings on their windows or a refresh of their header signs throughout the store, a new look keeps the store from going stale.

NGS Printing is retailers’ go-to headquarters for holiday season signage. Whether for Black Friday, Small-Business Saturday or sales blowouts for last-minute shoppers, we create the signage that can make this time of year truly wonderful for your company’s bottom line.