Predicting there will be thousands of additional seasonal jobs in the Sunshine State and that consumer spending would be up from last year, the Florida Retail Federation on Tuesday unveiled its forecast for the holiday season.
Speaking at a media event at the Governor's Square Mall in Tallahassee, Rick McAllister, the president and CEO of FRF, expressed optimism as he looked over the holiday shopping season.
Santa is going to be busy this year, and hes hiring plenty of elves, said McAllister, who added that the state would see an additional 35,000 seasonal jobs in November and December as stores hire for the holidays.
McAllister insisted that these jobs -- while seasonal -- presented an opportunity for many Floridians.
An opportunity in retailing is an opportunity like anywhere else, he said, noting that one in four Floridians either worked in retail or in support of it.
Besides the prospects of more jobs, McAllister said reports predicted holiday spending would be up between 3 percent and 3.5 percent in Florida from last year. He added the national average is estimated to be around 2.8 percent above the average last year. Estimates holds that the average adult shopper would spend just more than $700 during the holiday season.
For the past two years now, retail sales have been trending up, McAllister said. "Thats a sign that were getting back to a normal growth cycle, and that has made retailers more confident in their hiring. Were looking forward to a strong holiday shopping season.
Florida has historically had a very robust retail economy, and for many years we have surpassed national growth, McAllister added. Theres a sense of momentum as we head into next year, and retailers are already aggressively advertising to get shoppers into the buying mood. Stores are discounting to keep the sales going, so there will be a lot of great bargains to be had next week.
McAllister pointed to studies that showed that 42 percent of shoppers remain more concerned about price, discounts and sales -- but 48 percent took into account other factors, including customer service and quality merchandise.
Thats where retailers can really stand out, McAllister insisted.
Looking at the holiday season from retailers perspective, McAllister said there would be very aggressive marketing and aggressive discounting early. He also said that the recession had taught retailers to be more aware of supply and demand, leading to sharper inventory.
McAllister added that he expected retailers to do a better job of reaching customers over the Internet and in stores.
Were creeping up around the 20 percent range, McAllister said about online shopping. Its a large section and growing.
Offering tips for consumers, McAllister advised customers to plan their budgets and shopping periods and to get gift receipts.
We are cautiously bullish for the holiday season, said Ken Deha of JCPenney at the media event.
Deha agreed with McAllister that seasonal jobs offered opportunities for potential full-time employees. Give more than you are asked to do, Deha advised seasonal employees looking to work full time. Show what you have ... you will have a chance to stay.
Noting that JCPenney hired 30,000 seasonal employees last year, Deha said the company would hire around 37,000 for the 2011 holiday season. He estimated 4,000 of those seasonal workers would be in the Sunshine State.
Reach Kevin Derby at kderby@sunshinestatenews.com or at (850) 727-0859.
