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MICHIGAN RETAILERS ASSOCIATION 1991 HOLIDAY SALES SURVEY OPTIMISTIC

 MICHIGAN RETAILERS ASSOCIATION 1991 HOLIDAY SALES SURVEY OPTIMISTIC
 LANSING, Mich., Nov. 27 /PRNewswire/ -- In the midst of an uncertain and unstable national economy, nearly half of all Michigan retailers remain confident and expect an 11-percent increase in sales during this year's holiday season, Michigan Retailers Association (MRA) Vice Chairman and Chief Executive Officer Larry Meyer announced today.
 The results of the MRA's annual Holiday Sales Expectations Survey indicated that 49 percent of the Michigan retailers who responded are anticipating an 11.2-percent increase in their Christmas sales. Furthermore, 46 percent of the respondents reported year-to-date sales increases averaging 13.1 percent.
 "Our members are on the front lines of the retail industry and they see good things on the horizon," said Meyer. "Forget what the economists are predicting. Business is good and, in fact, it's great in many parts of the state."
 Retailers in Clinton, Eaton and Ingham counties were the most optimistic, with nearly 78 percent expecting an average holiday sales increase of 13.2 percent. Seventy-three percent of the retailers in Kent and Ottawa counties are expecting an increase of 6.4 percent, while 53 percent of the retailers in Genesee and Shiawassee counties expect an increase of 11.9 percent. An average holiday sales increase of 15.1 percent is expected by 35 percent of the retailers in Wayne, Oakland and Macomb counties.
 Retailers attributed the expected increase to aggressive promotion, better merchandising, customer service and inventory adjustments. Those predicting a slower sales period, however, pointed to the general state of the national economy, lack of consumer confidence and local layoffs.
 "Our members tend to be entrepreneurs who respond quickly and aggressively to a changing marketplace," said Meyer. "Their success is based on their ability to survive in an economic climate that is often in flux by meeting the demands of the customer."
 The Michigan Retailers Association represents 3,200 retail members and their respective 5,000 stores across the state. All 3,200 members were sent surveys in early November.
 -0- 11/27/91
 /NOTE: The following is a geographic breakdown of survey results:
 1991 HOLIDAY SALES EXPECTATION SURVEY
 MICHIGAN
 Merchants expecting holiday sales increase, 49 percent;
 decrease, 51 percent
 Average increase expected, 11.2 percent;
 average decrease, 15.4 percent
 Merchants reporting YTD sales increase, 46 percent;
 decrease, 54 percent
 Average increase reported, 13.1 percent;
 average decrease, 14.4 percent
 WAYNE, OAKLAND, MACOMB
 Merchants expecting holiday sales increase, 35 percent;
 decrease, 65 percent
 Average increase expected, 15.1 percent;
 average decrease, 13.7 percent
 Merchants reporting YTD sales increase, 34 percent;
 decrease, 66 percent
 Average increase reported, 14.7 percent;
 average decrease, 15.2 percent
 INGHAM, CLINTON, EATON
 Merchants expecting holiday sales increase, 78 percent;
 decrease, 22 percent
 Average increase expected, 13.2 percent;
 average decrease, 11.9 percent
 Merchants reporting YTD sales increase, 67 percent;
 decrease, 33 percent
 Average increase reported, 14.1 percent;
 average decrease, 11.6 percent
 KENT, OTTAWA
 Merchants expecting holiday sales increase, 73 percent;
 decrease, 27 percent
 Average increase expected, 6.4 percent;
 average decrease, 15.8 percent
 Merchants reporting YTD sales increase, 56 percent;
 decrease, 44 percent
 Average increase reported, 17.5 percent;
 average decrease, 12.1 percent
 GENESEE, SHIAWASSEE
 Merchants expecting holiday sales increase, 53 percent;
 decrease, 47 percent
 Average increase expected, 11.9 percent;
 average decrease, 13.9 percent
 Merchants reporting YTD sales increase, 39 percent;
 decrease, 61 percent
 Average increase reported, 9.3 percent;
 average decrease, 10.1 percent
 Prepared by Michigan Retailers Association, Nov. 27, 1991.
 CONTACT: Larry Meyer, vice chairman and CEO of the Michigan Retailers Association, 517-372-5656/ CO: Michigan Retailers Association ST: Michigan IN: REA SU: ECO


JG-SM -- DE006 -- 7677 11/27/91 10:24 EST
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Date:Nov 27, 1991
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