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Research Outline

Prepared for Seinn S. | Delivered February 8, 2020

Retail Holiday Sales

Goals

To find the 2019 holiday sales evolution for the main U.S. retailers compared to 2018, broken up by sales in-store and online sales. The information will be used to advise a retail client.

Early Findings

Target
Q4 report to be released on 3rd of March 2020. 
Sales during November and December 2019 rose by 1.4% compared to 2018.
This was below expectations of 3% to 4% for Q4 2019.
However, digital sales grew by 19% in November and December 2019 compared to the same period in 2018.
This is mainly due to a shorter delivery period. 
Costco
Costco December 2019 sales reached $17.04 billion, a 10.52% increase compared to December 2018 with $15.42 billion.
The later timings of various holidays and events such as Thanksgiving, Black Friday and Cyber Monday contributed positively to the gain in sales volume during December.
Online sales increased by 42% in December 2019 compared to 2018, with a 20% boost caused by the shorter holiday shopping season this year.
Macy's
Macy’s sales decreased by 0.6% during the 2019 holiday season compared to 2018.
Kohls
Kohl’s sales fell by 0.2% during November and December compared to 2018.
JCPennyJ.C. Penney's sales dropped by 7.5% over the 2-month holiday period ending at the start of January, compared to 2018.

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