April comps will reap ordspråk

April comps will reap the benefits of Easter holiday sales. But as usually is the case with March and April, it's best to view the two months on a combined basis. Retailers find themselves against a stiff 7.1 percent gain a year ago.

April comps will reap the benefits of Easter holiday sales. But as usually is the case with March and April, it's best to view the two months on a combined basis. Retailers find themselves against a stiff 7.1 percent gain a year ago,

The last time Wal-Mart had a monthly same-store sales gain that low was back in December of 2000, with a 0.3 percent rise. Prior to that was in April of 1996, with a 0.2 percent gain. That was probably another year when Easter got pushed into April.

Easter is the third-biggest seasonal driver for retailers in malls. The Christmas season — November and December — accounted for 25 percent of their sales last year. The beginning of summer — May and June — accounted for 15. 4 percent of total sales last year. Then came March and April, accounting for 12 percent of sales.

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With Easter being three weeks later this year than 2005, we expected weaker sales in March. We anticipate the April four-week period to be stronger, with comp sales of 4 to 6 percent.

Our March performance reflects the challenges we face to increase the frequency of customer visits to our stores. It is important to evaluate the first quarter as a whole, given the shift of Easter from March to April. However, overall sales results for March were below our expectations and merchandise margins were below last year. Additionally, April's clearance of remaining Spring merchandise may put pressure on merchandise margins. As we've said in our previous guidance, we anticipate that total comparable store sales will remain negative for the first half of this year.

Sabrina Simmons

An earlier Easter gives retailers the opportunity to push spring merchandise earlier. Retailers will have to wait more patiently this year until mid-April for its coveted Easter sales.

Michael Exstein

We are pleased with our performance and progress in the first quarter, especially since the first quarter of last year included sales generated by the Easter holiday. This year, the Easter holiday fell in April and is in our second quarter.

Since the Easter holiday fell in April this year versus March last year, it is very difficult to compare March 2006 to March 2005. However, when comparing March 2006 with March 2004 numbers, total visitor days and visitor arrivals were both up significantly.

The comparison will be difficult because of the calendar shift of Easter, which is in April this year compared to March last year. That will have a big impact on the March numbers. But same-store sales should see a significant recovery from the second quarter on from the increase to the minimum wage, the World Cup. There will be many drivers.

Fernando Tracanella

April is one of those months where everyone is involved in 10 different things. There isn't a day that goes by that someone isn't having some kind of recital. Work in the end of the school year and the (Easter) holiday, and it's very busy.

Easter this year isn't in March, it's in April, so we always knew that March would be a minus figure. If you allow for the fact that is Easter is normally worth about 1 to 1 1/2 percentage points, then the underlying trend is flat and we expect that to continue.

A late Easter this year, following an early one last year, contributed to weakness in chain store sales in March, and should ensure strength in April.

With cool spring weather retailers were unable to sell much seasonable merchandise in March. Easter is coming at the tail end this year. That means April will make or break their fiscal first quarter.

You really have to take March and April as a package deal because of the 2 to 3 percentage point shift that usually takes place because of the Easter holiday.

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