Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- The market
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- Figure 1: Fan chart forecast of total U.S. department store sales, 2007-17
- Market factors
- Consumer confidence and its relationship to department store shopping
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- Figure 2: University of Michigan Consumer Sentiment, November 1978-January 2013
- Online and mobile shopping impacts department stores
- Department stores face competition from other retail channels
- The consumer
- Kohl’s, JCPenney, Macy’s most visited department stores
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- Figure 3: Department stores shopped, online vs. offline, November 2012
- Price is a deterrent toward department store shopping
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- Figure 4: Reasons for not shopping at department stores, November 2012
- Most wait for sales to shop at department stores
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- Figure 5: Attitudes toward department stores, November 2012
- Complimentary alterations, more sizes would encourage more department store visits
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- Figure 6: Innovations/improvements desired at department stores, November 2012
- What we think
Issues in the Market
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- How are department stores staying relevant in a crowded retail marketplace?
- How are department stores reacting to growth of online and mobile shopping?
- How are department stores reacting to ongoing suppressed consumer confidence?
- How can department stores encourage consumers to shop more often?
Insights and Opportunities
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- Integrate technology into the in-store experience
- Offer a wider range of sizes, help shoppers find best fit
Trend Application
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- Inspire Trend: Make it Mine
- Inspire trend: Let’s Make a Deal
- 2015 trends
- Access Anything Anywhere
Market Size and Forecast
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- Key points
- Department stores poised for moderate growth
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- Figure 7: Total U.S. department store retail sales and forecast, at current prices, 2007-17
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- Figure 8: Total U.S. Department store retail sales and forecast, at inflation adjusted prices, 2007-17
- Fan chart forecast
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- Figure 9: Fan chart forecast of total U.S. department store sales, 2007-17
Market Drivers
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- Key points
- Consumer confidence and department stores
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- Figure 10: University of Michigan Consumer Sentiment, November 1978-January 2013
- Online and mobile shopping impacts department store sector
- Competition from other channels affects department store sales
Retailer Overview
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- Upscale department stores
- Barneys New York
- Bergdorf Goodman
- Bloomingdale’s
- Lord & Taylor
- Neiman Marcus
- Nordstrom
- Saks Fifth Avenue
- Von Maur
- Market threats and opportunities for upscale department stores
- Mid-tier department stores
- Belk
- Bon-Ton Stores
- Boscov’s
- Dillard’s
- Macy’s
- Market threats and opportunities for mid-tier department stores
- Value department stores
- JCPenney
- Kohl’s
- Sears
- Market threats and opportunities for value department stores
Innovations and Innovators
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- Neiman Marcus and Target partner for holiday collection
- Macy’s hosts Toys“R”Us pop-up shops
- Department stores select items from aspiring designers on Fashion Star
- Neiman Marcus app connects shoppers with store associates
Social Media—Department Store Retailing
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- Key points
- Social media metrics
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- Figure 11: Key performance indicators, January 2013
- Market overview
- Brand usage and awareness
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- Figure 12: Brand usage and awareness of department store brands, November 2012
- Interaction with department store brands
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- Figure 13: Interaction with department store brands, November 2012
- Online conversations
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- Figure 14: Select department store brands’ share of conversations, Dec. 15, 2012, to Jan. 16, 2013
- Figure 15: Conversations by brand by day, Dec. 15, 2012, to Jan. 16, 2013
- Where are people talking about department stores?
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- Figure 16: Selected department store brands’ share of brand conversations, by page type, Dec. 15, 2012, to Jan. 16, 2013
- What are people talking about?
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- Figure 17: Types of conversation concerning selected department store brands, Dec. 15, 2012, to Jan. 16, 2013
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- Figure 18: Types of conversation regarding selected department store brands, by day, Dec. 15, 2012, to Jan. 16, 2013
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- Figure 19: Types of conversation regarding selected department store brands, by type of website, Dec. 15, 2012, to Jan. 16, 2013
- Analysis by brand
- Macy’s
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- Figure 20: Macy’s—key social media indicators, Jan. 16, 2013
- Key online campaigns
- What we think
- Sears
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- Figure 21: Sears—key social media indicators, Jan. 16, 2013
- Key online campaigns
- What we think
- Kohl’s
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- Figure 22: Kohl’s—key social media indicators, Jan. 16, 2013
- Key online campaigns
- What we think
- JCPenney
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- Figure 23: JCPenney—key social media indicators, Jan. 16, 2013
- Key online campaigns
- What we think
- Nordstrom
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- Figure 24: Nordstrom—key social media indicators, Jan. 16, 2013
- Key online campaigns
- What we think
- Bloomingdale’s
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- Figure 25: Bloomingdale’s—key social media indicators, Jan. 16, 2013
- Key online campaigns
- What we think
Marketing Strategies
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- Television advertising
- Belk
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- Figure 26: Belk TV ad, “The Biggest Sale,” December 2012
- Boscov’s
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- Figure 27: Boscov’s TV ad, “Holiday Gift Specials,” December 2012
- JCPenney
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- Figure 28: JCPenney TV ad, “Merry,” December 2012
- Kohl’s
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- Figure 29: Kohl’s TV ad, “Holiday Products,” December 2012
- Macy’s
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- Figure 30: Macy’s TV ad, “One Day Sale,” December 2012
- Sears
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- Figure 31: Sears TV ad, “Great Fashion,” December 2012
- Print advertising
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- Figure 32: Bergdorf Goodman Holiday Catalog, November 2012
- Other marketing activity
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- Figure 33: Nordstrom “Anniversary Sale” email ad, July 2012
- Figure 34: Kohl’s email ad, January 2013
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- Figure 35: Neiman Marcus email ad, January 2013
- Figure 36: Bloomingdale’s email ad, January 2013
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- Figure 37: Saks fifth avenue’s trendcaster email, January 2013
Department Stores Shopped
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- Key points
- Kohl’s, JCPenney, Macy’s most visited department stores
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- Figure 38: Department stores shopped, online vs. in store, November 2012
- In-store shopping
- Men more likely than women to shop at Sears
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- Figure 39: Department stores shopped–In store, by gender, November 2012
- Younger shoppers prefer Macy’s, older adults visit Kohl’s
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- Figure 40: Department stores shopped–In store, by age, November 2012
- Highest-income earners shop a variety of department stores
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- Figure 41: Department stores shopped–In store, by household income, November 2012
- Online shopping
- Value and mid-tier retailers see most online visits
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- Figure 42: Department stores shopped–Online, by gender, November 2012
- Younger shoppers more likely to visit online department stores than are older adults
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- Figure 43: Department stores shopped–Online, by age, November 2012
- Online department store shopping occurs across all household income levels
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- Figure 44: Department stores shopped–Online, by household income, November 2012
Reasons for Not Shopping at Department Stores
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- Key points
- Price is a deterrent among department store shopping
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- Figure 45: Reasons for not shopping at department stores, November 2012
- Women are more likely to shy away from department stores on price
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- Figure 46: Reasons for not shopping at department stores, by gender, November 2012
- Young adults avoid department stores due to high prices, inconvenient locations
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- Figure 47: Reasons for not shopping at department stores, by age, November 2012
- Price a detractor among both high and low household income groups
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- Figure 48: Reasons for not shopping at department stores, by household income, November 2012
Shopping Frequency at Department Stores
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- Key points
- Most shop at department stores less than once a month
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- Figure 49: Shopping frequency at department stores, November 2012
- Men and women likely to shop at department stores less than once a month
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- Figure 50: Shopping frequency at department stores, by gender, November 2012
- Younger adults most likely to visit department stores several times per month
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- Figure 51: Shopping frequency at department stores, by age, November 2012
- Similar patterns observed among all household income groups
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- Figure 52: Shopping frequency at department stores, by household income, November 2012
Items Purchased at Department Stores
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- Key points
- Women’s clothing most likely to be purchased at all types of department store
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- Figure 53: Items purchased at department stores, November 2012
- Purchases made at upscale department stores
- Women more likely than men to purchase accessories and cosmetics at upscale department stores
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- Figure 54: Items purchased at upscale department stores, by gender, November 2012
- Highest-income earners most likely to purchase women’s clothing at upscale department stores
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- Figure 55: Items purchased at upscale department stores, by household income, November 2012
- Purchases made at mid-tier department stores
- Women and men likely to buy clothing for the opposite sex at mid-tier department stores
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- Figure 56: Items purchased at mid-tier department stores, by gender, November 2012
- 35-44s shopping across variety of categories at mid-tier stores
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- Figure 57: Items purchased at mid-tier department stores, by age, November 2012
- Similar shopping behaviors seen across all household income groups
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- Figure 58: Items purchased at mid-tier department stores, by household income, November 2012
- Purchases made at value department stores
- Women more likely than men to buy accessories, children’s clothing, jewelry at value department stores
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- Figure 59: Items purchased at value department stores, by gender, November 2012
- Clothing/accessories purchased most, Sears shoppers buy hard goods
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- Figure 60: Items purchased at value department stores, by selected retailers, April 2011-June 2012
- Older shoppers less likely than younger to buy accessories and footwear
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- Figure 61: Items purchased at value department stores, by age, November 2012
- Lower-income earners less likely to buy footwear and accessories, more likely than others to buy jewelry at value department stores
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- Figure 62: Items purchased at value department stores, by household income, November 2012
Attitudes Toward Department Stores
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- Key points
- Most wait for sales to shop at department stores
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- Figure 63: Attitudes toward department stores, November 2012
- Women more likely than men to wait for sales, use coupons at department stores
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- Figure 64: Attitudes toward department stores, by gender, November 2012
- Older shoppers more price sensitive, less engaged than younger adults
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- Figure 65: Attitudes toward department stores, by age, November 2012
- Highest-income earners most likely to use coupons when shopping at department stores
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- Figure 66: Attitudes toward department stores, by household income, November 2012
Innovations/Improvements Desired at Department Stores
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- Key points
- Complimentary alterations, more sizes would encourage more department store shopping
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- Figure 67: Innovations/improvements desired at department stores, November 2012
- Women would like better range of sizes, complimentary personal shoppers
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- Figure 68: Innovations/improvements desired at department stores, by gender, November 2012
- Younger consumers interested in technology, in-store events
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- Figure 69: Innovations/improvements desired at department stores, by age, November 2012
- Complimentary alterations, personal shoppers desired at all income levels
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- Figure 70: Innovations/improvements desired at department stores, by household income, November 2012
Impact of Race and Hispanic Origin
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- Key points
- In-store shopping
- Hispanics prefer JCPenney and Sears compared to non-Hispanics
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- Figure 71: Department stores shopped–In store, by race/Hispanic origin, November 2012
- Higher-earning non-Hispanics most likely to shop at Kohl’s, lower-earning Hispanics shop at Sears
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- Figure 72: Department stores shopped–In store, by Hispanic origin and household income, November 2012
- Online shopping
- Hispanic shoppers likely to shop at department stores’ websites
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- Figure 73: Department stores shopped–Online, by race/Hispanic origin, November 2012
- Hispanic shoppers most likely to visit department stores four or more times per month
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- Figure 74: Shopping frequency at department stores, by race/Hispanic origin, November 2012
- Hispanics have similar shopping patterns across different department store types
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- Figure 75: Items purchased at upscale department stores, by race/Hispanic origin, November 2012
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- Figure 76: Items purchased at mid-tier department stores, by race/Hispanic origin, November 2012
- Figure 77: Items purchased at value department stores, by race/Hispanic origin, November 2012
- Hispanics more likely than non-Hispanics to research prices online before shopping at department stores
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- Figure 78: Attitudes toward department stores, by race/Hispanic origin, November 2012
- Hispanics and blacks would like more complimentary alterations, wider range of sizes
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- Figure 79: Innovations/improvements desired at department stores, by race/Hispanic origin, November 2012
Appendix – Other Useful Consumer Tables
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- Department store sales—including leased departments
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- Figure 80: Total U.S. Department store retail sales and forecast (including leased departments), at current prices, 2007-12
- Department stores shopped—In store
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- Figure 81: Department stores shopped–In store, by marital/relationship status, November 2012
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- Figure 82: Department stores shopped–In store, by number of people in the household, November 2012
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- Figure 83: Department stores shopped–In store, by employment, November 2012
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- Figure 84: Department stores shopped–In store, by generation, November 2012
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- Figure 85: Department stores shopped–In store, by gender and marital status, November 2012
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- Figure 86: Department stores shopped–In store, by marital status and presence of children in household, November 2012
- Department stores shopped—Online
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- Figure 87: Department stores shopped–Online, by marital/relationship status, November 2012
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- Figure 88: Department stores shopped–Online, by number of people in the household, November 2012
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- Figure 89: Department stores shopped–Online, by generation, November 2012
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- Figure 90: Department stores shopped–Online, by gender and marital status, November 2012
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- Figure 91: Department stores shopped–Online, by marital status and presence of children in household, November 2012
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- Figure 92: Department stores shopped–Online, by Hispanic origin and household income, November 2012
- Reasons for not shopping at department stores
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- Figure 93: Reasons for not shopping at department stores, by employment, November 2012
- Shopping frequency at department stores
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- Figure 94: Shopping frequency at department stores, by martial/relationship status, November 2012
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- Figure 95: Shopping frequency at department stores, by number of people in the household, November 2012
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- Figure 96: Shopping frequency at department stores, by employment, November 2012
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- Figure 97: Shopping frequency at department stores, by generation, November 2012
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- Figure 98: Shopping frequency at department stores, by gender and marital status, November 2012
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- Figure 99: Shopping frequency at department stores, by marital status and presence of children in household, November 2012
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- Figure 100: Shopping frequency at department stores, by department stores shopped, November 2012
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- Figure 101: Shopping frequency at department stores, by department stores shopped, November 2012 (continued)
- Purchases made at upscale department stores
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- Figure 102: Items purchased at upscale department stores, by age, November 2012
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- Figure 103: Items purchased at upscale department stores, by marital status, November 2012
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- Figure 104: Items purchased at upscale department stores, by number of people in the household, November 2012
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- Figure 105: Items purchased at upscale department stores, by employment, November 2012
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- Figure 106: Items purchased at upscale department stores, by generation, November 2012
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- Figure 107: Items purchased at upscale department stores, by gender and marital status, November 2012
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- Figure 108: Items purchased at upscale department stores, by marital status and presence of children in household, November 2012
- Purchases made at mid-tier department stores
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- Figure 109: Items purchased at mid-tier department stores, by marital/relationship status, November 2012
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- Figure 110: Items purchased at mid-tier department stores, by number of people in the household, November 2012
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- Figure 111: Items purchased at mid-tier department stores, by employment, November 2012
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- Figure 112: Items purchased at mid-tier department stores, by generation, November 2012
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- Figure 113: Items purchased at mid-tier department stores, by gender and marital status, November 2012
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- Figure 114: Items purchased at mid-tier department stores, by marital status and presence of children in household, November 2012
- Purchases made at value department stores
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- Figure 115: Items purchased at value department stores, by marital/relationship status, November 2012
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- Figure 116: Items purchased at value department stores, by number of people in the household, November 2012
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- Figure 117: Items purchased at value department stores, by employment, November 2012
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- Figure 118: Items purchased at value department stores, by generation, November 2012
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- Figure 119: Items purchased at value department stores, by gender and marital status, November 2012
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- Figure 120: Items purchased at value department stores, by marital status and presence of children in household, November 2012
- Attitudes toward department stores
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- Figure 121: Attitudes toward department stores, by marital/relationship status, November 2012
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- Figure 122: Attitudes toward department stores, by number of people in the household, November 2012
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- Figure 123: Attitudes toward department stores, by employment, November 2012
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- Figure 124: Attitudes toward department stores, by generation, November 2012
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- Figure 125: Attitudes toward department stores, by gender and marital status, November 2012
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- Figure 126: Attitudes toward department stores, by marital status and presence of children in household, November 2012
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- Figure 127: Attitudes toward department stores, by department stores shopped–part 1, November 2012
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- Figure 128: Attitudes toward department stores, by department stores shopped–part 2, November 2012
- Innovations/improvements desired at department stores
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- Figure 129: Innovations/improvements desired at department stores, by marital/relationship status, November 2012
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- Figure 130: Innovations/improvements desired at department stores, by number of people in the household, November 2012
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- Figure 131: Innovations/improvements desired at department stores, by employment, November 2012
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- Figure 132: Innovations/improvements desired at department stores, by generation, November 2012
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- Figure 133: Innovations/improvements desired at department stores, by gender and marital status, November 2012
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- Figure 134: Innovations/improvements desired at department stores, by marital status and presence of children in household, November 2012
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- Figure 135: Innovations/improvements desired at department stores, by Hispanic origin and household income, November 2012
Appendix – Social Media: Department Store Retailing
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- Online conversations
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- Figure 136: Select department store brands’ share of conversations, Dec. 15, 2012, to Jan. 16, 2013
- Figure 137: Conversations by brand by day, Dec. 15, 2012, to Jan. 16, 2013
- Where are people talking about department store brands?
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- Figure 138: Selected department store brands’ share of brand conversations, by page type, Dec. 15, 2012, to Jan. 16, 2013
- What are people talking about?
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- Figure 139: Types of conversation concerning selected department store brands, Dec. 15, 2012, to Jan. 16, 2013
- Figure 140: Types of conversation regarding selected department store brands, by day, Dec. 15, 2012, to Jan. 16, 2013
- Figure 141: Types of conversation regarding selected department store brands, by type of website, Dec. 15, 2012, to Jan. 16, 2013
- Brand usage or awareness
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- Figure 142: Brand usage or awareness, November 2012
- Figure 143: Bloomingdale's usage or awareness, by demographics, November 2012
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- Figure 144: Nordstrom usage or awareness, by demographics, November 2012
- Figure 145: Macy’s usage or awareness, by demographics, November 2012
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- Figure 146: JCPenney usage or awareness, by demographics, November 2012
- Figure 147: Kohl’s usage or awareness, by demographics, November 2012
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- Figure 148: Sears usage or awareness, by demographics, November 2012
- Activities done
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- Figure 149: Activities done, November 2012
- Figure 150: Bloomingdale's—Activities done, by demographics, November 2012
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- Figure 151: Bloomingdale's—Activities done, by demographics, November 2012
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- Figure 152: Nordstrom—Activities done, by demographics, November 2012
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- Figure 153: Nordstrom—Activities done, by demographics, November 2012
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- Figure 154: Macy’s—Activities done, by demographics, November 2012
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- Figure 155: Macy’s—Activities done, by demographics, November 2012
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- Figure 156: JCPenney—Activities done, by demographics, November 2012
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- Figure 157: JCPenney—Activities done, by demographics, November 2012
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- Figure 158: Kohl’s—Activities done, by demographics, November 2012
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- Figure 159: Kohl’s—Activities done, by demographics, November 2012
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- Figure 160: Sears—Activities done, by demographics, November 2012
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- Figure 161: Sears—Activities done, by demographics, November 2012
Appendix – Trade Associations
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