Super Saturday Storm Could Dash Retailers Holiday Hopes

Retailers beware.

The biggest snowstorm of the season to date is scheduled to arrive along major population centers on the East Coast on Sat. Dec. 19, the final Saturday before Christmas, also known as Super Saturday, which is traditionally one of the biggest shopping day of the year.

"Expect some business to shift to Sunday, but not all will be made up," said Scott A. Bernhardt, chief operating officer of Planalytics, a business weather intelligence firm, in a Dec. 18 research note. "Some demand will shift online, but the peak period has past." What's more, Bernhardt said retailers should prepare for more unsettled weather next week.

Super Stores May Be Hurt By Storm
The research note also laid out the percentage of store base for some top retailers that will receive snowfall on Super Saturday:

∗ Bon-Ton (76 percent);
∗ DSW Shoes (44 percent);
∗ Kohl's (40 percent);
∗ American Eagle Outfitters (37 percent);
∗ Lowes (37 percent);
∗ T.J. Maxx (36 percent);
∗ Family Dollar (36 percent);
∗ Sears (35 percent);
∗ Macy's (35 percent);
∗ Target (31 percent); and
∗ Wal-Mart (29 percent).