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HOLIDAY SALES DREAMS COME TRUE FOR MICHIGAN RETAILERS

 LANSING, Mich., Jan. 18 /PRNewswire/ -- For nearly three-fourths of Michigan retailers, dreams of increased sales were realized this holiday season.
 Larry Meyer, Michigan Retailers Association (MRA) vice chairman and CEO, announced today that sales increases for the 1992 holiday season were at their highest level in the past seven years.
 The results of MRA's annual Post Holiday Sales Survey indicated that 71 percent of Michigan retailers who responded realized an average 20-percent increase in their 1992 holiday sales. In addition, 67 percent of the respondents reported year-to-date sales increases averaging 17 percent. During the 1991 holiday season, only 44 percent of Michigan retailers reported increased sales.
 "This was a wonderful way for our members to end the year," said Meyer. "It's been a long time since they've felt this positive about a holiday sales season."
 Retailers in Ingham, Clinton and Eaton counties reported the highest gains, with 80 percent averaging a 36.7-percent increase. Seventy-two percent of the retailers in Kent and Ottawa had an average increase of 19.9 percent, while 65 percent of the retailers in Wayne, Oakland and Macomb reported an average increase of 15.3 percent. (A geographic breakdown of survey results follows.)
 Retailers attributed the increases to the more effective advertising, better merchandising, a high level of customer service and a slowly improving economy.
 "Our members were in the best position to take advantage of consumers' increased confidence in the economy," said Meyer. "They reacted quickly, providing their customers with a wide variety of quality products at fair prices."
 The Michigan Retailers Association represents 3,700 retail members and their 5,000 stores across the state. Members were sent surveys in early January.
 1992 POST HOLIDAY SALES SURVEY
 MICHIGAN
 Merchants reporting holiday sales increase, 71 percent
 Average increase reported, 20.1 percent
 average decrease, 15.2 percent
 Merchants reporting YTD sales increase, 67 percent
 Average increase reported, 17 percent
 average decrease, 11 percent
 WAYNE, OAKLAND, MACOMB
 Merchants reporting holiday sales increase, 65 percent
 Average increase reported, 15.3 percent
 average decrease, 15.8 percent
 Merchants reporting YTD sales increase, 60 percent
 Average increase reported, 12 percent
 average decrease, 13.1 percent
 INGHAM, CLINTON, EATON
 Merchants reporting holiday sales increase, 80 percent
 Average increase reported, 36.7 percent
 average decrease, 14.8 percent
 Merchants reporting YTD sales increase, 81 percent
 Average increase reported, 33.4 percent
 average decrease, 7.2 percent
 KENT, OTTAWA
 Merchants reporting holiday sales increase, 72 percent
 Average increase reported, 19.9 percent
 average decrease, 12.1 percent
 Merchants reporting YTD sales increase, 91 percent
 Average increase reported, 14.5 percent
 average decrease, 11.5 percent
 Prepared by: Michigan Retailers Association, Jan. 18, 1993.
 -0- 1/18/93
 /CONTACT: Larry Meyer, vice chairman and CEO, Michigan Retailers Association, 517-372-5656/


CO: Michigan Retailers Association ST: Michigan IN: REA SU: ECO

JG-SM -- DE018 -- 6013 01/18/93 17:00 EST
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Date:Jan 18, 1993
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