From turkey to the shops, greater than 164 million People figured to hit the shops between Thanksgiving and Cyber Monday based on the Nationwide Retail Federation. However how will the retailers fare the remainder of the vacation season?

“I do not assume the buyer might be more healthy,” retail marketing consultant Jan Kniffen instructed CNBC’s “On the Cash” in an interview. “Rising wages, they’re all working, unemployment at a 50-year low, the buyer’s received no issues except the S&P 500 is an issue.”

Prior to now two months, shares have taken a beating with the S&P 500 down round 10 p.c. Kniffen stated there have been research carried out that present “the correlation between retail gross sales within the vacation season and the S&P 500 are fairly excessive.” However he is hoping this yr will probably be totally different as a result of every part else, together with low vitality prices and credit score scores, goes proper.

For the primary time ever, the typical nationwide FICO rating reached 704. Kniffen predicts brick and mortar retailers will see 5.5 p.c development in vacation gross sales over final yr.

The marketing consultant stated retailers together with Kohl’s, Macy’s, Nordstrom’s and Walmart are putting in methods to offer shoppers what they need, when they need it — similar to curbside pickup, returning on-line orders in shops and shopping for on-line with in retailer pickup.

However all of this prices cash.

“Getting the client into the shop is costlier than it was,” Kniffen stated. “And people issues are displaying up of their numbers.”

However he says, “Total that is about pretty much as good as we have seen these retailers carry out because the web was invented.”

As for toy shops, that is the primary vacation season with no nationwide toy model since Toys R Us declared chapter on the finish of final yr and closed all of its shops this yr.

“Sadly the one time you can also make cash in toys is the fourth quarter and Walmart and Goal will not allow you to, and now Amazon will not allow you to. [Toys R Us] was overleveraged, however they have been going to wrestle both means,” Kniffen stated.

Nevertheless it’s not all dangerous information — FAO Schwarz not too long ago opened a brand new retailer at Rockefeller Heart in New York Metropolis with plans to open a couple of extra shops sooner or later. Kniffen stated FAO Schwarz will be profitable as a result of it may construct a handful of shops and is making the time within the retailer enjoyable with experiences similar to Construct a Bear Workshop and a child doll adoption middle.

“They have all these stuff you will be engaged in when you’re the child,” Kniffen stated. “That is the type of issues it’s a must to do to remain related in retail.”

On the Cash airs on CNBC Saturday at 5:30 am ET, or examine listings for air occasions in native markets.

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