Ulta Beauty Inc

Retailers have navigated pandemic closures and supply chain snarls in recent years. But dealing with the fallout from inflation could be an even tougher test.In 2020, it was pandemic closures and social distancing. Last year, it was the supply chain. Now, the problem is demand.For retailers, that may make this holiday season their biggest test yet.The holidays are the most important time of the year for retail. November and December can account for up to a quarter of the annual sales of department stores and specialty retailers. Companies place orders for seasonal and holiday merchandise months in advance so that they have enough stock on hand. The primacy of the holiday season has pretty much held steady, even during the turbulence of the pandemic. Whether through curbside pickup operations or a pivot to more expensive air deliveries during last season’s crunch, retailers still benefited from people ready to spend on all manner of products.Now, as Americans head into the season when they’re prodded to spend with abandon on holiday gifts, they aren’t showing the same willingness to do so.“You’ve had consumers that have had to weather a lot,” said Vivek Pandya, a lead analyst at Adobe Digital Insights, pointing to higher prices for gas, groceries and everyday services that have defied the Federal Reserve’s efforts to control inflation.Overall consumer demand for everyday goods and services remains robust and prices continue to increase at a faster-than-expected pace, but nearly 60 percent of U.S. shoppers say finances are factoring into their holiday shopping decisions, according to a survey by Sensormatic Solutions released this month. That’s up from 14 percent last year. One in five holiday shoppers will spend less this season because of a changed economic situation, a recent survey from the NPD Group, a marketing research firm, found.This holiday season, retailers “have to think about and pivot a little bit more to win the consumer compared to only thinking about the profit margin from the purchase,” Mr. Pandya said. “Now, with demand being weaker, they really have to go out of their way to advertise to consumers and get consumers with the highest likelihood to spend.”But discounts eat into retailers’ profit margins, and they have been able to employ that strategy only sparingly in recent years. During last year’s holiday season, in particular, retailers recorded bigger margins thanks to supply chain logjams. Inventory was low, and shoppers were clamoring to get their hands on products. The result: fewer discounts.“A lot of that is going to reverse, if not more than reverse, across department stores and specialty apparel,” said David Silverman, a senior director at Fitch Ratings. “Consumers are less compelled to buy, and they’re going to need the call to action.”A difficult holiday season for retailers could lead to restructurings and layoffs in 2023.John Taggart for The New York TimesIt’s a very difficult time for any company that sells things. The Fed has spent this year trying to combat near-record inflation by raising interest rates to tamp down consumer spending. Retailers have too much merchandise that shoppers no longer want. Consumer spending on durable goods has been easing over the past couple of months, according to data from the St. Louis Fed. Many retailers have recently revised their full-year financial outlooks, halted hiring and closed stores.Amazon is freezing corporate hiring for its retail business for the rest of the year. Peloton is laying off about 12 percent of its work force in its fourth round of job cuts this year. FedEx is halting hiring and closing stores as demand falls. Walmart plans to hire fewer seasonal workers this year. The Gap is cutting 500 corporate positions.Inflation F.A.Q.Card 1 of 5What is inflation? More