Mokrynskidirect Survey: Holiday Sales Better Than Expected

A survey of clients from Hackensack, NJ-based list services firm Mokrynskidirect indicates that “December was an extremely strong month,” according to a report. But the jury is still out as to whether this strong month was enough to make up for the declines experienced in September and October due to the effects of Katrina and rising fuel prices.

That Christmas and the first night of Hanukkah fell on the same day, along with Christmas occurring on Sunday, meant that the last week before Christmas was much stronger than usual, according to the report, which adds that “many companies experienced sales in this week significantly higher than their plan.” At press time, the numbers for December were still coming in. But for November, the majority of survey respondents met or exceeded both their planned numbers and last year’s numbers.

Among all respondents, 92% reported sales equal to or better than the previous year for the month of November, and 78% reported sales equal to or better than plan for the month. Two-third had increased circulation in November 2005 vs. November 2004, while 11% had kept circulation flat.

Eighty-nine percent of the apparel merchants surveyed reported that November 2005 sales were equal to or better than those for November 2004; 78% said they’d met or beat their plan for the month. Sixty-six percent had increased their year-over-year November circulation, and another 12% maintained the previous year’s circulation levels.

General merchandise mailers reported November as their strongest month of the year. More than 90% said sales were equal to or better than they’d been the previous November, and 78% met or exceeded plan for the month. Again, 67% had increased circulation in November 2005 vs. November 2004, and 11% kept circulation even with last year.

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