Some financial handicappers are predicting a lack-luster Holiday buying season.  christmas-shopping-300x300These predictions are based upon overall prevailing consumer attitudes, which are not likely to change in the next few months.

Compared to last year, a prediction of a similar buying season is not good for retailers who went all out to produce some of the best shopping incentives ever during this time of year.  But, even so, it would be better than the drop of over 2 percent that they experienced last year.

While there are small signs that the economy has reached a bottom and may be on its way back up, it takes time for the effects to reach the wallets of consumers.

The Stumbling Blocks
The big three economic events continue to be a problem for consumers: lower credit availability, increased unemployment or underemployment, and higher foreclosures on homes.  Money is tight in almost every household and is going towards paying bills and down debt.

Retailer Adjustments
Most major retailers have adjusted inventory levels and lowered expenses so that they can ride out a rough holiday buying season.  What that means for consumers is that certain popular items might be hard to find for gift-giving.  Retailers are smart, though, and might have a few tricks up their sleeves that will help buyers get what they want.

Consumer Attitudes
Buyers this year might be more frugal than ever and cut back more than expected which could lead to last minute price cuts and sales in order to get registers ringing. 

The most important things on the minds of consumers when they go to shop for items are:

Price

This goes without saying, but the degree to which consumers are looking at price is higher than ever.  The bar was set low last year in the amount of discounting and shoppers will remember those prices and may react negatively if they cannot make purchases at or near those same levels.

Availability 

The worst case scenario is having a little bit of money, but not being able to get what you want.  Look for many alternative options for buyers of a particular item that is out-of-stock.

Quality 

 Quality still matters, but not as much.  Most people are relying on the reputation of manufacturers and their processes to make products that last.
Should all things remain the same, gasoline prices stay at their current levels and home heating prices remain unchanged, retailers should feel grateful.  It could be a lot worse



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