Retailers promote 'staycation' sales

Font Size:

BY DAN SEWELL
AP Business Writer | Sunday, June 01, 2008 | (No comments posted.)

WEST CHESTER, Ohio (AP) -- Jenny Schwarz's shopping cart was loaded -- a plug-in cooler, new cushions for her outdoor furniture, toys for the backyard pool. All things good to have for a "staycation."

That's what you call a vacation spent at or near home, and with gas prices still climbing in a belt-tightening economy, the Schwarzes are among the many Americans expecting to be in their backyards a lot this summer.

It's the normal time of year for stores to be pushing vacation-time cookouts, camping and games, but with shoppers cautious about spending, stores are promoting low-cost activities even more than usual. Retailers are also seeing more interest in small ways customers can make their houses nicer places to spend the season.

Wal-Mart Stores Inc., the nation's largest retailer, has launched an "American Summer" campaign, featuring tents, grills, coolers, wicker furniture sets and inflatable pools, saying a summer getaway is "as close as your own back yard." Rivals Target Corp., touting "fun under the sun" in its circular, and Kohl's Corp., with a "sale into summer" promotion were among other retailers cutting prices on swimwear, patio sets and other such merchandise.

With research showing that many households plan to cut back on summer travel -- a Rand McNally survey found two-thirds plan to shorten or cancel summer road trips -- Wal-Mart is rolling back prices on everything from mosquito repellant to portable DVD players to baked beans and barbecue sauce.

"Americans are still wanting to have a great summer," said Wal-Mart spokeswoman Melissa O'Brien. "They want to enjoy those quick weekend getaways and socialization around the backyard cookout."

Like the retail promotions aimed at drawing people into stores with their federal economic stimulus checks, current efforts to spur summer spending will probably have mixed success, said Nick McCoy, a home goods and home improvement consultant for Columbus-based TNS Retail Forward.

"It's true that a lot of people are staying at home rather than traveling," he said. "However, because of the incredible pressures in terms of rising gas prices and food prices and job uncertainty, I don't see people spending a lot of money on things they wouldn't otherwise. They're still holding onto their wallets very tightly."

He said discounters might do best with lower-priced merchandise, such as Target's new Whim by Cynthia Rowley collection, which includes picnic supplies and backyard games.

"Things to make the yard just more fun, but not big expenditures," said McCoy.

Schwarz, who stocked up on summer supplies at Wal-Mart, said that with five children, her family expects to focus on activities in their southwest Ohio suburban community. She said they usually make a couple of trips to Lake Cumberland in Kentucky, but will cut their car travel this summer to one trip packed with a lot of sightseeing stops.

"We're definitely condensing trips," she said. "We're also talking about getting Kings Island passes (a theme park in neighboring Mason) and making that our vacation."

Even staying home to cook will cost more this summer -- the price of an average barbecue, with burgers, hot dogs, salad, drinks and supplies -- will cost an estimated 6 percent more than last year.

At a nearby Target, shoppers were snapping up outdoor chairs marked down nearly 30 percent, and at a neighboring Meijer Inc. store shoppers could use "Backyard Coupons" to take $100 off patio sets.

Retailers lure "staycationers"
STAYCATIONS: With gas prices still climbing upward and American household budgets tightening, many expect to cut down on summer travel and spend vacation time near or at home, in what's been dubbed "staycations."
SUMMER SALES: Some retailers are pushing new summer entertainment collections and low-price items for backyard activities such as grills, patio furniture, and inflatable pools, along with materials for small home improvement projects.
OUTLOOK: Like recent promotions to draw people to stores to spend their economic stimulus checks, efforts to lure people into stores for summer spending face a climate of economic uncertainty in which many households are hanging onto discretionary dollars.

On the Net:
www.walmart.com/savemore
www.target.com
www.kohls.com
www.lowes.com

Back to story No comments posted.

Please note: Comments from readers will be screened and may not be posted immediately. If you don't see your comment perhaps:

It wasn't clear, concise or focused on the topic in the story.
It was a personal attack, vulgar, explicit or degrading, used actual or implied profanity or contained potentially libelous statements.
It accused someone of being guilty of a crime.
It promoted violence or illegal acts.
It contained telephone numbers or street addresses, or e-mail addresses and links to Web sites other than nwi.com or government agencies.

In no way do these comments represent the views of The Times or Lee Enterprises.

Passionate views, pointed criticism and critical thinking are welcome. Name-calling, crude and profane language and personal abuse are not welcome.

Reader comments will not be edited - they will be approved or declined. They may be used in the print edition of the newspaper.

If you feel a posted comment has violated these guidelines, please email our New Media team the commenter's name, the comment and a link to the article.

For more information please read our Terms of Service.

Back to story No comments posted.

Post a comment Once your comments are approved, they will appear here.

Marketplace

Sections

Services

Other Publications

Search