(Monthly Retail by Kinds of Bizes,


In 2014 Total Domestic retail was a $5.21 T industry. These $$ include Motor Vehicle & Parts Dealers (MV&PD) and Food Service and Drinking Establishments (FS & DE). We mention 441 & 772 specifically b/c Total Retail %s sometimes exclude these categories. Having said that, each of the following 13 major retail categories are represented in their 2014 Data digs. We also included 1 sub category, New Car Dealers 44111 (part of 441) to show its remarkable mu$cle. It is 80% of MV & PD, 80%.


We quickly see the dominance of MV & PD as it was 20% of 2014’s Total Retail. There is NOT another category that even robusts 13% though 452 & 445 come close. (We note the importance of eating & drinking given the strength of 445 & 772). Gas Stations (with falling gas prices) total sales for 2014 was 10.3% of ALL Retail. The new kid on the block (Non Store Retailing) with its strong growing online sales component may well surpass Gas Stations, soon.  Cols 3 & 4 are Holiday Season #s (N&D). Total, holiday spending (N&D) for 2014 was $937.2 B. Next to 441’s 20% of Total Retail come Gen’l Mdsers (Dept Stores & Discount Stores) with 14.7% and then tied for 3rd place are FS & PD (Restaurants, Bars, etc) and Non Store Retailing) at 10.5%, each. So what’s the Hiway to Holiday Succe$$? 44111 (New Car Dealers) again are 80% of MV&PD. WOW! As a matter of fact it’s $134.3 B is right on the heels of Gen’l Mdsers $137.5 B for the most $$ spent during N&D in 2014. Lest we be confused, we cannot forget that while these $$ are extraordinary, Col 5 clearly states, it is ONLY 16.8% of this category’s yearly retail. The ONLY N&D %s that are less belong to 444’s (out of season) Bldg Materials & Garden Supplies (15.7%) and 447 (Gas Stations) at 14.7%. New Car Dealers? Really? Merry Xmas Cars with bows, bells and holiday songs (along with appropriate deals state the case clearly). Congrats to the NEW KING OF CHRISTMAS retail. The king is dead, long live the NEW KING!

Our last column, the aforementioned Col 5 returns us to the sobriety of which of the 13 major retail categories sells the greatest % of its products and/or services during the holidays. As we learned from Vol 25 Iss 89 the heavy hitter’s % wise for N&D are Sprtg Gds, Hbby, Bk & Music Stores (23.4%), Electronic and Appliance Stores (23.2%) and Clothing and Accessory Stores (22.4%). Our 4th place finisher is Non Store Retailing (Overwhelmingly it is comprised of Electronic Sales). Our point is that while New Car Dealers produce the 3rd lowest % of holiday Sales (16.8%), it produces the 2nd highest holiday (N&D) revenue of $134.3 B. And, it narrowly loses to 452 (Gen’l Mdsers with its holiday dominating Dept Stores and Discounts). 452 produces $137.5 B during the holiday season (Dept Stores and Discounters). WOW! In short feed the beast and hope that New Wheels & HOT Deals continue their extraordinary growth in this auto-nomic recovery. Indeed Xmas Cars, Xmas Cars, Xmas Cars!

About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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