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5月份美国零售销售额激增,但仍远低于正常水平

PHIL WAHBA
2020-06-18

在新冠疫情和经济衰退之前已经陷入困境的零售商,尤其是服装店和超市,其状况并没有太大改善。

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5月,美国消费者开始恢复全国性的娱乐活动——购物和消费,消费金额远超经济学家的预期。

美国政府周二上午发布的报告让华尔街士气大振,消息传出后股市上涨了4%。美国零售业销售额增长了17.7%,比经济学家们的预期翻了一番以上,创下近三十年来的最大月度涨幅。

5月份零售销售额较4月份环比大幅增长的主要原因,依旧是4月份消费者支出的大幅下降,因为当时正值封城措施最严格的时期,全国多数门店关闭,导致消费者支出创下史上最大降幅。尽管5月份消费支出大幅增长,但零售销售额仍较2019年5月低6.1%,再次提醒我们零售业所面临的困难。

美国商务部的数据显示,在新冠疫情和经济衰退之前已经陷入困境的零售商,尤其是服装店和超市,因为疫情封锁受到的打击最为严重,其状况并没有太大改善。

5月份,服装店销售额较4月份增长了188%,超市销售额增长了36.9%,但与2019年5月,这两个领域的销售额分别下滑了63.4%和25.8%。公平而言,销售额下滑很大一部分原因是许多门店在上个月依旧关闭,但数据显示美国消费者现在并不急于去服装店和超市里消费,而这些门店只能靠降价来吸引购物者。

GlobalData Retail公司在一篇研究报告中写道:“即使门店已经重新开业,营业额增长也很缓慢……而且消费者并不愿意前来购物。旨在清理库存的大量折扣也降低了销售额。”

电子产品的销售额同样远低于一年前的水平。美国最大的电子产品零售商百思买(Best Buy)结束了预约式购物,开始允许更多购物者进店消费,因此其状况在6月份可能会有所改变。

虽然失业率仍处在数十年新高,但有明确的信号表明非食品杂货用品和其他必需品消费正在复苏。体育用品、乐器和图书类商品的销售额激增,已经超过了2019年5月的水平。迪克体育用品公司(Dick’s Sporting Goods)由于业务迅速反弹,最近恢复发放股息。5月,家具店销售额也增长了近一倍,虽然较2019年的水平低了21%,但这依旧是一个良好的信号,因为家具都属于大件商品,担心经济状况的消费者通常不会优先考虑采购家具。

家得宝(Home Depot)和劳氏公司(Lowe’s)等家居装饰零售商本月的业务依旧兴旺,由于居家隔离的消费者把重心转移到家中,园艺用品的销售额大幅增长。

食品店销售额与4月份基本持平,但远高于2019年5月的水平,因为美国人继续在家吃饭,而不是外出用餐。本月,许多大型市场开始允许有限店内用餐,更多小餐厅也开始提供路边取餐,因此本月这种趋势可能会有所改变。(麦当劳(McDonald’s)在周二公布,其上个月的美国可比销售额下降了5%,与三四月份相比降幅大幅缩小。)

当然,作为此次疫情的大赢家,电子商务继续飞速增长:在线购物,即美国政府所称的非实体店消费,同比增长了31%。这并不意外,因为亚马逊(Amazon)、Wayfair、Chewy和Shopify等卖家公布的销售额均大幅增长。

穆迪(Moody’s)副总裁米基·察哈表示,虽然零售业大部分仍未解除困境,但购物者的整体恢复能力依旧是令人鼓舞的信号。他形容5月的数据“是令人惊讶的成就,因为在5月份大部分时间,非必需品零售商并未恢复营业。”(财富中文网)

翻译:刘进龙

审校:汪皓

5月,美国消费者开始恢复全国性的娱乐活动——购物和消费,消费金额远超经济学家的预期。

美国政府周二上午发布的报告让华尔街士气大振,消息传出后股市上涨了4%。美国零售业销售额增长了17.7%,比经济学家们的预期翻了一番以上,创下近三十年来的最大月度涨幅。

5月份零售销售额较4月份环比大幅增长的主要原因,依旧是4月份消费者支出的大幅下降,因为当时正值封城措施最严格的时期,全国多数门店关闭,导致消费者支出创下史上最大降幅。尽管5月份消费支出大幅增长,但零售销售额仍较2019年5月低6.1%,再次提醒我们零售业所面临的困难。

美国商务部的数据显示,在新冠疫情和经济衰退之前已经陷入困境的零售商,尤其是服装店和超市,因为疫情封锁受到的打击最为严重,其状况并没有太大改善。

5月份,服装店销售额较4月份增长了188%,超市销售额增长了36.9%,但与2019年5月,这两个领域的销售额分别下滑了63.4%和25.8%。公平而言,销售额下滑很大一部分原因是许多门店在上个月依旧关闭,但数据显示美国消费者现在并不急于去服装店和超市里消费,而这些门店只能靠降价来吸引购物者。

GlobalData Retail公司在一篇研究报告中写道:“即使门店已经重新开业,营业额增长也很缓慢……而且消费者并不愿意前来购物。旨在清理库存的大量折扣也降低了销售额。”

电子产品的销售额同样远低于一年前的水平。美国最大的电子产品零售商百思买(Best Buy)结束了预约式购物,开始允许更多购物者进店消费,因此其状况在6月份可能会有所改变。

虽然失业率仍处在数十年新高,但有明确的信号表明非食品杂货用品和其他必需品消费正在复苏。体育用品、乐器和图书类商品的销售额激增,已经超过了2019年5月的水平。迪克体育用品公司(Dick’s Sporting Goods)由于业务迅速反弹,最近恢复发放股息。5月,家具店销售额也增长了近一倍,虽然较2019年的水平低了21%,但这依旧是一个良好的信号,因为家具都属于大件商品,担心经济状况的消费者通常不会优先考虑采购家具。

家得宝(Home Depot)和劳氏公司(Lowe’s)等家居装饰零售商本月的业务依旧兴旺,由于居家隔离的消费者把重心转移到家中,园艺用品的销售额大幅增长。

食品店销售额与4月份基本持平,但远高于2019年5月的水平,因为美国人继续在家吃饭,而不是外出用餐。本月,许多大型市场开始允许有限店内用餐,更多小餐厅也开始提供路边取餐,因此本月这种趋势可能会有所改变。(麦当劳(McDonald’s)在周二公布,其上个月的美国可比销售额下降了5%,与三四月份相比降幅大幅缩小。)

当然,作为此次疫情的大赢家,电子商务继续飞速增长:在线购物,即美国政府所称的非实体店消费,同比增长了31%。这并不意外,因为亚马逊(Amazon)、Wayfair、Chewy和Shopify等卖家公布的销售额均大幅增长。

穆迪(Moody’s)副总裁米基·察哈表示,虽然零售业大部分仍未解除困境,但购物者的整体恢复能力依旧是令人鼓舞的信号。他形容5月的数据“是令人惊讶的成就,因为在5月份大部分时间,非必需品零售商并未恢复营业。”(财富中文网)

翻译:刘进龙

审校:汪皓

American consumers began returning to the national pastime in May—going shopping and spending much more money than economists had expected.

The U.S. government’s report on Tuesday morning buoyed Wall Street, which surged 4% on the upbeat news. The 17.7% growth was more than double what economists had forecast and the biggest monthly surge in nearly three decades.

Still, the dramatic increase in retail sales last month over April was largely the result of the cratering in consumer spending that occurred in April, the worst decline on record when, at the height of the lockdowns, most stores were closed across the country. Even with the jump in spending in May, retail sales were 6.1% below May 2019 levels, a sober reminder of how troubled much of the industry remains.

The Commerce Department’s data shows that the retailers that were struggling heading into the pandemic and recession—and were hit the hardest by the lockdowns—saw little relief, particularly clothing stores and department stores.

Clothing stores’ sales rose 188% in May compared with April, and department stores’ sales grew 36.9%, but compared with May 2019, the accurate reference point, they were down 63.4% and 25.8%, respectively. To be fair, much of that decline resulted from many of their locations still being closed last month, but the data shows how low a priority their wares are for U.S. consumers now and how much they have had to cut prices to entice shoppers.

“Even where stores have reopened, trade is building slowly and…consumers are reluctant to purchase. Extensive discounting, designed to clear down inventory, has also dampened sales values,” GlobalData Retail wrote in a research note.

Electronics were also way down from year-ago levels. Best Buy, the largest electronics retailer, has ended appointment-only shopping and will allow more shoppers into stores, so that trend may change in June.

Still, despite unemployment at decades-long highs, there were clear signs shopping for non-grocery items and other essentials was coming back to life. Sales at stores for sporting goods, musical instruments, and books surged—and were above May 2019 levels. Dick’s Sporting Goods recently reinstated its dividend because of how quickly business has bounced back. Furniture stores’ sales nearly doubled in May, and even though they remain 21% below 2019 levels, it’s still a good sign given those are big-ticket items consumers worried about the economy don’t typically make a priority.

And home improvement retailers like Home Depot and Lowe’s continued to thrive in May, with garden items surging as homebound consumers focused on their houses.

Food stores’ sales were about on par with April but way above May 2019 levels as Americans continued to eat at home rather than dine out. That could change this month with many major markets beginning to allow limited in-restaurant dining and more small restaurants offering curbside pickup. (McDonald’s on Tuesday said its U.S. comparable sales were down 5% last month, a much gentler drop than in March or April.)

And of course the big winner in this pandemic, e-commerce, continued to surge: What the U.S. government calls non-store spending, which is online shopping, was 31% above year-ago levels. That is not surprising given the surges reported by the likes of Amazon, Wayfair, Chewy, and Shopify merchants.

While certain big pockets of retail remain in jeopardy, the overall resilience of shoppers is an encouraging sign, said Moody’s vice president Mickey Chadha. He called the May figures “an astonishing feat, considering most of the nonessential retailers were still shut for a good part of May.”

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