Retailers promote 'staycation' sales
WEST CHESTER, Ohio -- 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 backyard." 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."
