While consumers are looking to curb overall spending, that hasn’t meant similar cutbacks in their sense of style…18.5% contend they crave newest fashion trends and styles, up almost five points from a year ago (14.0%).  Almost half (47.0%) indicate that value and comfort dictate their wardrobes, down from 50.2% in October ’07, while 34.5% take a traditional, conservative approach to attire (v. 35.8% in ’07).

Budget-conscious consumers continue to head to Wal-Mart most often for Women’s Clothing…11.4% shop the discounter (down half a point from October ’07), followed relatively closely by cheap-chic purveyor Kohl’s (8.6%), who’s up from 8.2% one year ago.  Macy’s (7.8%) jumps JC Penney (6.9%) for third, while Target (2.7%) rounds out the Top 5.

It appears that Macy’s made its big gain in Women’s Clothing with loyalty among fashion-conscious shoppers…15.8% who follow newest trends and styles shop the department star most often, followed weakly by Kohl’s (6.6%)...Wal-Mart maintains higher concentrations of value/comfort and traditionally styled shoppers.  Take a sneak peek at our October Retail Ratings Report for Women’s Clothing for a clear view: www.bigresearch.com/big-cias-rrr-oct08-womens.pdf.

To learn more about the Retail Ratings Reports, which are available for 12 major categories, call 1-800-800-4462 or visit us on the web at www.BIGresearch.com.

Wal-Mart’s at the forefront for Men’s Clothing shoppers as well…14.1% shop the big discounter most often, followed by Kohl’s (8.7%), JC Penney (8.0%), Macy’s (6.5%), and Sears (3.4%).

With almost half (48.9%) opting for a particular tot shop based on price, discounter Wal-Mart completes the apparel trifecta with the lead (13.5%) in Children’s Clothing as well, more than double the share of nearest competitor, Kohl’s (5.4%).  Target (5.3%), JC Penney (4.1%), and Gap (2.8%) complete the Top 5.  Selection (34.8%), quality (27.9%), location (24.6%), and good size selection (20.7%) follow price as top reasons to shop.

Though is Wal-Mart continuing to court Children’s consumers?  According to the October Consumer Migration Index (CMI), which tracks those who have immigrated to a store (new customers within the past year) against those who have emigrated (left within the past year) and where a positive rating spells net growth to a retailer, confirms that Wal-Mart will likely continue to rule the kid’s kingdom with positive 1.2 CMI rating…fellow discounter Target also gains (+2.5%), while Sears (-1.7) and JC Penney (-0.9) face customer deficits:

It appears that discount pricing and one-stop-shopping convenience may be boosting Wal-Mart and Target’s customer base…high prices (14.6%) and inconvenient location (9.4%) were cited as top reasons to stop shopping a particular Children’s Clothing store.  Poor selection (7.2%), decline of store appearance (4.9%), and poor customer service (4.5%) followed.

Wal-Mart gets its stride back in Shoes this month…after two consecutive months of finishing second to Payless, the big discounter leads the discount specialty with 10.9% shopping there most often to 10.1%.  Kohl’s (4.5%), Macy’s (2.7%), and JC Penney & DSW (tied, with 2.6% each) round out the Top 5.

Wal-Mart and Bed Bath & Beyond continue to strengthen in the home softlines segment…the big discounter (16.2%) continues to lead the big box (12.3%) in Linens/Bedding/Draperies, though both retailers improve from ’07 (15.9% and 10.3%, respectively).  JC Penney (6.7%), Target (5.5%), and Linens ‘N Things (5.0%) complete the Top 5.

While budget-and-practical-minded holiday shoppers may be opting for video games, movies, and other accessories over the latest players and gaming consoles this season, where can we still expect them to head for these Electronics “needs”?  Best Buy remains tops in this category, with almost one in three (30.9%) shopping there most often…Wal-Mart remains a relatively strong competitor (16.7%), while Circuit City (6.8%), Target (2.5%), and Sears (2.0%) round out the Top 5.

While Grocery shoppers in general tend to head to grocers (50.5%) more often than discounters (19.1%), Wal-Mart’s got the national edge on its regional-minded competition, leading this category with 16.1%.  Grocers Kroger (6.0%), Publix (4.0%), Safeway (2.7%), and Stop ‘n Shop & Shoprite (tied, with 2.1% each) follow not-so-closely behind.

Wal-Mart continues its clean sweep in the Health & Beauty Aisle as well, leading with 26.8% shopping there most often for soaps, shampoos, and cosmetics and gaining from 25.5% in October ‘07.  CVS (9.0%), Walgreens (7.8%), Target (6.1%), and Rite Aid (2.7%) continue to trail the Bentonville behemoth.

Druggists continue to hold the cure for consumers in Prescription Drugs…Walgreens (15.1%) and CVS (14.2%) lead this category, while Wal-Mart remains in third position (9.6%).  Rite Aid (5.7%) and Target (2.1%) complete the Top 5.