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5月份美國零售銷售額激增,但仍遠低于正常水平

PHIL WAHBA
2020-06-18

在新冠疫情和經濟衰退之前已經陷入困境的零售商,尤其是服裝店和超市,其狀況并沒有太大改善。

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5月,美國消費者開始恢復全國性的娛樂活動——購物和消費,消費金額遠超經濟學家的預期。

美國政府周二上午發布的報告讓華爾街士氣大振,消息傳出后股市上漲了4%。美國零售業銷售額增長了17.7%,比經濟學家們的預期翻了一番以上,創下近三十年來的最大月度漲幅。

5月份零售銷售額較4月份環比大幅增長的主要原因,依舊是4月份消費者支出的大幅下降,因為當時正值封城措施最嚴格的時期,全國多數門店關閉,導致消費者支出創下史上最大降幅。盡管5月份消費支出大幅增長,但零售銷售額仍較2019年5月低6.1%,再次提醒我們零售業所面臨的困難。

美國商務部的數據顯示,在新冠疫情和經濟衰退之前已經陷入困境的零售商,尤其是服裝店和超市,因為疫情封鎖受到的打擊最為嚴重,其狀況并沒有太大改善。

5月份,服裝店銷售額較4月份增長了188%,超市銷售額增長了36.9%,但與2019年5月,這兩個領域的銷售額分別下滑了63.4%和25.8%。公平而言,銷售額下滑很大一部分原因是許多門店在上個月依舊關閉,但數據顯示美國消費者現在并不急于去服裝店和超市里消費,而這些門店只能靠降價來吸引購物者。

GlobalData Retail公司在一篇研究報告中寫道:“即使門店已經重新開業,營業額增長也很緩慢……而且消費者并不愿意前來購物。旨在清理庫存的大量折扣也降低了銷售額。”

電子產品的銷售額同樣遠低于一年前的水平。美國最大的電子產品零售商百思買(Best Buy)結束了預約式購物,開始允許更多購物者進店消費,因此其狀況在6月份可能會有所改變。

雖然失業率仍處在數十年新高,但有明確的信號表明非食品雜貨用品和其他必需品消費正在復蘇。體育用品、樂器和圖書類商品的銷售額激增,已經超過了2019年5月的水平。迪克體育用品公司(Dick’s Sporting Goods)由于業務迅速反彈,最近恢復發放股息。5月,家具店銷售額也增長了近一倍,雖然較2019年的水平低了21%,但這依舊是一個良好的信號,因為家具都屬于大件商品,擔心經濟狀況的消費者通常不會優先考慮采購家具。

家得寶(Home Depot)和勞氏公司(Lowe’s)等家居裝飾零售商本月的業務依舊興旺,由于居家隔離的消費者把重心轉移到家中,園藝用品的銷售額大幅增長。

食品店銷售額與4月份基本持平,但遠高于2019年5月的水平,因為美國人繼續在家吃飯,而不是外出用餐。本月,許多大型市場開始允許有限店內用餐,更多小餐廳也開始提供路邊取餐,因此本月這種趨勢可能會有所改變。(麥當勞(McDonald’s)在周二公布,其上個月的美國可比銷售額下降了5%,與三四月份相比降幅大幅縮小。)

當然,作為此次疫情的大贏家,電子商務繼續飛速增長:在線購物,即美國政府所稱的非實體店消費,同比增長了31%。這并不意外,因為亞馬遜(Amazon)、Wayfair、Chewy和Shopify等賣家公布的銷售額均大幅增長。

穆迪(Moody’s)副總裁米基·察哈表示,雖然零售業大部分仍未解除困境,但購物者的整體恢復能力依舊是令人鼓舞的信號。他形容5月的數據“是令人驚訝的成就,因為在5月份大部分時間,非必需品零售商并未恢復營業。”(財富中文網)

翻譯:劉進龍

審校:汪皓

5月,美國消費者開始恢復全國性的娛樂活動——購物和消費,消費金額遠超經濟學家的預期。

美國政府周二上午發布的報告讓華爾街士氣大振,消息傳出后股市上漲了4%。美國零售業銷售額增長了17.7%,比經濟學家們的預期翻了一番以上,創下近三十年來的最大月度漲幅。

5月份零售銷售額較4月份環比大幅增長的主要原因,依舊是4月份消費者支出的大幅下降,因為當時正值封城措施最嚴格的時期,全國多數門店關閉,導致消費者支出創下史上最大降幅。盡管5月份消費支出大幅增長,但零售銷售額仍較2019年5月低6.1%,再次提醒我們零售業所面臨的困難。

美國商務部的數據顯示,在新冠疫情和經濟衰退之前已經陷入困境的零售商,尤其是服裝店和超市,因為疫情封鎖受到的打擊最為嚴重,其狀況并沒有太大改善。

5月份,服裝店銷售額較4月份增長了188%,超市銷售額增長了36.9%,但與2019年5月,這兩個領域的銷售額分別下滑了63.4%和25.8%。公平而言,銷售額下滑很大一部分原因是許多門店在上個月依舊關閉,但數據顯示美國消費者現在并不急于去服裝店和超市里消費,而這些門店只能靠降價來吸引購物者。

GlobalData Retail公司在一篇研究報告中寫道:“即使門店已經重新開業,營業額增長也很緩慢……而且消費者并不愿意前來購物。旨在清理庫存的大量折扣也降低了銷售額。”

電子產品的銷售額同樣遠低于一年前的水平。美國最大的電子產品零售商百思買(Best Buy)結束了預約式購物,開始允許更多購物者進店消費,因此其狀況在6月份可能會有所改變。

雖然失業率仍處在數十年新高,但有明確的信號表明非食品雜貨用品和其他必需品消費正在復蘇。體育用品、樂器和圖書類商品的銷售額激增,已經超過了2019年5月的水平。迪克體育用品公司(Dick’s Sporting Goods)由于業務迅速反彈,最近恢復發放股息。5月,家具店銷售額也增長了近一倍,雖然較2019年的水平低了21%,但這依舊是一個良好的信號,因為家具都屬于大件商品,擔心經濟狀況的消費者通常不會優先考慮采購家具。

家得寶(Home Depot)和勞氏公司(Lowe’s)等家居裝飾零售商本月的業務依舊興旺,由于居家隔離的消費者把重心轉移到家中,園藝用品的銷售額大幅增長。

食品店銷售額與4月份基本持平,但遠高于2019年5月的水平,因為美國人繼續在家吃飯,而不是外出用餐。本月,許多大型市場開始允許有限店內用餐,更多小餐廳也開始提供路邊取餐,因此本月這種趨勢可能會有所改變。(麥當勞(McDonald’s)在周二公布,其上個月的美國可比銷售額下降了5%,與三四月份相比降幅大幅縮小。)

當然,作為此次疫情的大贏家,電子商務繼續飛速增長:在線購物,即美國政府所稱的非實體店消費,同比增長了31%。這并不意外,因為亞馬遜(Amazon)、Wayfair、Chewy和Shopify等賣家公布的銷售額均大幅增長。

穆迪(Moody’s)副總裁米基·察哈表示,雖然零售業大部分仍未解除困境,但購物者的整體恢復能力依舊是令人鼓舞的信號。他形容5月的數據“是令人驚訝的成就,因為在5月份大部分時間,非必需品零售商并未恢復營業。”(財富中文網)

翻譯:劉進龍

審校:汪皓

American consumers began returning to the national pastime in May—going shopping and spending much more money than economists had expected.

The U.S. government’s report on Tuesday morning buoyed Wall Street, which surged 4% on the upbeat news. The 17.7% growth was more than double what economists had forecast and the biggest monthly surge in nearly three decades.

Still, the dramatic increase in retail sales last month over April was largely the result of the cratering in consumer spending that occurred in April, the worst decline on record when, at the height of the lockdowns, most stores were closed across the country. Even with the jump in spending in May, retail sales were 6.1% below May 2019 levels, a sober reminder of how troubled much of the industry remains.

The Commerce Department’s data shows that the retailers that were struggling heading into the pandemic and recession—and were hit the hardest by the lockdowns—saw little relief, particularly clothing stores and department stores.

Clothing stores’ sales rose 188% in May compared with April, and department stores’ sales grew 36.9%, but compared with May 2019, the accurate reference point, they were down 63.4% and 25.8%, respectively. To be fair, much of that decline resulted from many of their locations still being closed last month, but the data shows how low a priority their wares are for U.S. consumers now and how much they have had to cut prices to entice shoppers.

“Even where stores have reopened, trade is building slowly and…consumers are reluctant to purchase. Extensive discounting, designed to clear down inventory, has also dampened sales values,” GlobalData Retail wrote in a research note.

Electronics were also way down from year-ago levels. Best Buy, the largest electronics retailer, has ended appointment-only shopping and will allow more shoppers into stores, so that trend may change in June.

Still, despite unemployment at decades-long highs, there were clear signs shopping for non-grocery items and other essentials was coming back to life. Sales at stores for sporting goods, musical instruments, and books surged—and were above May 2019 levels. Dick’s Sporting Goods recently reinstated its dividend because of how quickly business has bounced back. Furniture stores’ sales nearly doubled in May, and even though they remain 21% below 2019 levels, it’s still a good sign given those are big-ticket items consumers worried about the economy don’t typically make a priority.

And home improvement retailers like Home Depot and Lowe’s continued to thrive in May, with garden items surging as homebound consumers focused on their houses.

Food stores’ sales were about on par with April but way above May 2019 levels as Americans continued to eat at home rather than dine out. That could change this month with many major markets beginning to allow limited in-restaurant dining and more small restaurants offering curbside pickup. (McDonald’s on Tuesday said its U.S. comparable sales were down 5% last month, a much gentler drop than in March or April.)

And of course the big winner in this pandemic, e-commerce, continued to surge: What the U.S. government calls non-store spending, which is online shopping, was 31% above year-ago levels. That is not surprising given the surges reported by the likes of Amazon, Wayfair, Chewy, and Shopify merchants.

While certain big pockets of retail remain in jeopardy, the overall resilience of shoppers is an encouraging sign, said Moody’s vice president Mickey Chadha. He called the May figures “an astonishing feat, considering most of the nonessential retailers were still shut for a good part of May.”

財富中文網所刊載內容之知識產權為財富媒體知識產權有限公司及/或相關權利人專屬所有或持有。未經許可,禁止進行轉載、摘編、復制及建立鏡像等任何使用。
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