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October Comps Better than Expected

Comp sales for October exceeded target, the Johnson Redbook reported last week.

The Johnson Redbook Retail Sales Index for the month showed a comp gain of 0.7% compared to a target of 0.3%. It was just the second time the Index has shown a positive comp for the month since October 2008. The other positive month, April, showed a comp increase of 0.5%.

Comps in the fourth and final week of the month rose 0.9% driven primarily by a 2.6% increase at discount stores. Department store comps fell 2.1% for the week.

“Halloween business was satisfactory, although its effects were not uniform given the difference in retailers' exposure to this merchandising driver,” said Catlin Levis, Redbook analyst.

Compared to September, sales in October rose 1.9%.

Week Ended 10/10 10/17 10/24 10/31 Month Target
*Including chain stores and traditional department stores
Source: Johnson Redbook Index
Department stores* 1.9 -2.9 -2.1 -2.1 -2.0 -2.1
Discounters 2.1 1.9 2.4 2.6 2.2 1.6
Redbook Index 0.6 0.5 0.7 0.9 0.7 0.3

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