Posted by: Bill Kirk, CEO
If you read the headlines or watched the non-stop TV coverage on the “MONSTER STORM” you are left to believe this one storm will bring down the retail industry and ruin the holiday shopping season? Not so fast!
First, recall that LAST YEAR we had the snowiest 10-days prior to Christmas in 114 years (all time record) with 1,230 inches of snow across the U.S. with 60% of the country covered in the white stuff. Last year across the U.S. 20 of 26 days before Christmas had heavy snow (above average) with 7 days of heavy snow occurring on weekends that truly was a monster event with 8 straight record breaking snowfall days between the 17th and 24th (see national daily snowfall summary chart below). This prolonged event last year crushed the holiday season with retail industry sales the worst ever at -4.7%. We also have to recall that last year we had record cold weather with sub-zero temperatures across the northern half of the country the days leading up to Christmas which was a big negative for store traffic as well. The Northwest, North Central and Northeast all had the coldest and snowiest last weekend before Christmas in decades last year making it a very widespread problem for retailers.
THIS YEAR we’ve had the one mid-week storm (Tue 12/8 – Wed 12/9) in the Midwest which was actually a plus for clearing excess winter seasonal merchandise after the warmest November in 8 years that resulted in -0.1% retail industry same-store sales declines. As the chart above shows, only about 8 days this December were impacted by heavy snow vs 20 last year for the nation as a whole. National snowfall for the 10-days leading up to Christmas over the past 17 years showed a 114 year record breaking spike last year with this year trending down 50% to 65% for a more typical December snowfall total.
From December 11th – 19th this year, national snowfall is down 53% vs a year ago and only this one day “Super Saturday” shows more snow. Last year the blizzards hit on Friday which was probably worse since this year we had Friday with no weather impacts from Philadelphia to New York with 1/2 of this Saturday dry from New York North. The Washington D.C. area to Philadelphia is clearly the hardest hit area with 12″ to 20″ snow all day Saturday. The rest of the country – DRY – for about 90% of the rest of the U.S. this Saturday. Some areas in the Middle Atlantic are without power so that further hampers any on-line purchases that typically soar when the weather is bad.
With much less snow expected for the balance of December, retail industry same-store sales are still likely to post +1% to +3% gains vs last year’s -4.7% and 2007s -0.7% SSS.



