‘If you mark it down, they will come.’ What to expect from retailers this holiday season

Santa’s checking his list, elves in tow, as a model sailboat and selection of beach tees hang on the wall behind him. Strands of garlands drape across the ceiling as racks of women’s summer wear sit below.

Santa’s checking his list, elves in tow, as a model sailboat and selection of beach tees hang on the wall behind him. Strands of garlands drape across the ceiling as racks of women’s summer wear sit below. It’s holiday time at B&B Department Stores, which has sold clothes, beachwear and accessories along the Jersey Shore for 50 years. It’s also one of the biggest times of the year for B&B and other retailers. While economists say this holiday shopping season could ultimately be the most normal one (sales-wise) since before the pandemic, it’s also decked out with plenty of uncertainty. Americans, worn down by high prices, are carefully seeking out promotions. However, depending on the retailer, deals may be hard to come by. Rising debt and post-election sentiment are also holding some shoppers back, economists say, affecting the nation’s most crucial economic engine: consumer spending. Americans plan to spend $902 on average this year on gifts, food, decorations and other seasonal items, the National Retail Federation projected, citing its latest consumer survey.