Festive cheer expected for 2013 seasonal sales performance

Published:  22 November, 2013

European Christmas holiday spending in 2013 is likely to be stronger this year, according to an International Council of Shopping Centers (ICSC) survey of industry executives collected between October 16 and 31, 2013.  

The survey, which is part of ICSC’s monthly Pan European Shopping Centre Executive Opinion report, asked shopping centre industry executives about their 2013 holiday spending forecasts compared with the 2012 season. 

An overwhelming 71 per cent of respondents anticipate that the 2013 holiday season will be better than last year and almost a fifth of these believe sales will markedly outperform 2012.

And a further 29 per cent think that the festive period will be on a par with last year and, encouragingly, not one respondent believes that there will be a year on year decline in Christmas sales.

Sarah Banfield, ICSC senior research analyst, observed: “The results of this poll are good news for year end performance and also reflect a renewed optimism for the future of the European shopping centre market in 2014 as European economies continue on their slow path to recovery.” 

Banfield further noted: “Beyond the upcoming holiday season, the survey found that industry expectations for business activity over the next six months turned up markedly in October with the second highest reading since the index began in March 2011.”

The latest outlook for the 2013 festive period also compares favourably with industry sentiment at the same time last year when 56 per cent of shopping centre executives were hopeful of only a slight improvement in seasonal performance on the previous year, almost a quarter of respondents anticipated that sales would be in line with Christmas 2011 and, notably, the same percentage expected the market to deteriorate.

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