Marketers: Happy New Year.
Christmas sales, 2009: It appears to be soundly up from last year, 3.5% nationally, and more profitable. All those unbelievable deals weren’t discounted that much, after all. That’s good news for small business and our economy.
Better yet, stores did not order as much this year. Instead, they cleaned out a lot of their inventory. That means jobs in the near future. Every marketer should take a close look at Apple, which had a huge Christmas with high prices and without any discounts. This was/is the result of great marketing, great web sites, great products (not just i-Pods), great design, and an overwhelming and pervasive company-wide focus on Mac customers.
Economists are predicting a much stronger retail environment in the second half of 2010. And up to an 8% growth rate for the year. Temper that with a painfully slow job market.
There is more. As the inventory of homes starts to clear out, housing and new home construction seem to be slowly starting back up. And housing prices also seem to be on the rise, albeit very slowly. And the Fed is keeping interest rates, including mortgage rates, extremely low.
So, things are turning around before our eyes. Unless you are unemployed, of course.
Now, I am looking forward to seeing what our government will do with China. If they continue to manipulate their currency, should we continue our trade with them unabated? Not that we can easily stop it, since almost anything you buy is manufactured in China. I think that is affecting our nation, as poor quality goods arrive in our ports each day. That makes for a lowered standard of living. Thank you, Wal-Mart.
Like all Americans, I am also anxious to see how the above will affect the 2010 election. With an economy improving, health care about to be passed, and one of two wars ending, plus the never-ending change in our national demographics (we are fast becoming a non-white majority), I don’t think the Republicans should begin cheering quite yet. I also see the Republicans splitting into two parties – one of intelligent fiscal conservatives and one of former KKK members. I would not be surprised to see a third party in 2012.
And for us marketers? We need to be consumed with the changing status of American consumers. There are a lot of fearful people out there, not really understanding all this change – in demographics, politics, terrorism, Middle Eastern oil and Mexican drug wars, the increased competition with India and China, Wall Street, unemployment, family values, the aging population, the global economy, climate change, the Internet, etc. Trust is a thing of the past. In our local marketing efforts, we need to address consumer fears and rebuild bonds of trust with our customers.
People are battered and bruised, but they are still people.
Happy New Year.
What about the money illegals make while here?
I did not address this in the blog entry, but I am of the opinion that every person who earns money in the United States should be required to pay taxes on that money. We are mainly talking about Mexicans illegally crossing the border. If they want to stay here, pay taxes, and become American citizens, I welcome them. If they are here to work hard, make a few bucks and send the money back to Mexico, then they should not be allowed to have jobs here. Farmers who employ migrant illegals need to be arrested. Sorry — we cannot police the world and we cannot feed or provide medical treatment for the world. There are no free lunches for us, or them.
Ed Sucherman
A+ would read again
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