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Black Friday 2018: Retailers Like Macy, the goal is a lot to prove

The so-called Super Bowl of Retail is over us again, with Black Friday and Cyber ​​Monday are likely to attract…

The so-called Super Bowl of Retail is over us again, with Black Friday and Cyber ​​Monday are likely to attract tens of millions of customers over the long weekend to kick out their holiday season.

A strong US consumption spending environment that Target CEO Brian Cornell has called the best in memory – no anti-inbound weather forecast anywhere in the country and young shoppers strive to hit stores in larger numbers – means that any retailer stopping this long Thanksgiving weekend gets no one to blame but themselves. In fact, consensus among analysts is that this will be a blockbuster holiday season: Moody expects growth of 5% to 6% in retail.

According to a survey by the National Retail Federation, approximately 1

64 million Americans will shop, either in store or online, sometime during the holiday weekend. And in the past week, chains like Target, Walmart (wmt), Macy’s (m), Kohls (kss) and Best Buy (bby) all reported a good sales trend in the previous quarter.

But shoppers are weaker than ever, look at No. 1, especially since data from a Deloitte survey heading in the vacation was found. “Almost half of the people in the survey told us that they are still undecided, which dealer they are going to trade over the weekend,” said Rod Sides, vice chairman of Deloitte.

This means that companies that have invested heavily in loyalty programs to get deep data on their customers and improve their ability to communicate more directly with them are the biggest winners. Kohls (kss) and Ulta Beauty (ulta) are among the leaders on that front, but Macy has made great progress in the past year, as it has reassessed its reward system.

And those who started marketing and marketing online Adobe Analytics said online sales from November 1 to November 20 were 16.7% compared with last year to nearly $ 32 billion.

The stock dives a week by many major retailers despite strong sales performance at many major chains shows that there is also growing concern at Wall Street about the costs of competing with Amazon.com: (amzn) Bloomberg reported and cited data from DynamicAction as an order With free shipping has risen 13% so far this year through 16 November. And the investments of major chains in the integration of stores and e-commerce (Kohl sends about 50% of its e-commerce orders from stores, Targets digital sales increased by 49% last year) will test this as well as volume orders.

Nevertheless, for the good numbers lately, some chains remain in danger and the holiday season is ongoing in everyone can throw more chains from the thinning chamber.

Here’s a look at some of the chain chains in the hot chair this high season:

Macy’s and Kohl’s

Both chains have had several growth parts, but they have to prove that they are not just relying on a strong economy and their strategies for denying e-commerce, their loyalty programs and better utilization of shopper data work.

JC Penney

It’s a performance of varieties that have bothered sales in this environment, as Penney reported last week, so the department store has to prove it for all its problems and how far behind its competitors in e-commerce firepower, there is still room for it in retail. It opens at 2 o’clock on Thanksgiving, three hours before its most direct competitors, in what feels like a Hail Mary Pass.

Target

The chain, who wants to keep up with Amazon and surpass Walmart at least on the front, offers free shipping this season and will need to show the rise in sales is worth it, with investors worried about profitability now. It will also have to show that it may be against Amazon and Walmart like all three toy toys in the wake of Toys’ R & # 39; Us disappearance.

Walmart

The biggest retailer has been ripping the net and its ability to drum up more retail traffic. So, black Friday and the rest of the holiday will show how much their stores are an edge over Amazon.

Best Buy

The chain has lost the odds for several years by sharpening its offer in store services and the holiday season will showcase its latest efforts to de-commoditize the electronics.

Barnes & Noble

Bookkeeper, who spoke this week about a comparable sales decline, which was certainly less dramatic than the poor development in recent years, are entertaining offers to be purchased. So the holiday season will be a big test for potential buyers that Barnes & Noble can still win over shoppers.

Gap

Gap Inc (gps) reported just one-fourth of stupid results even though the company had

Nordstrom, Saks Fifth Avenue, Bloomingdale and Neiman Marcus

The four exclusive department stores are on the rise but are competing with The fast-growing Farfetch contradicts more advanced brands that sell directly to shoppers through their websites and proprietary stores and changes in how younger customers buy luxury.

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