Australian retail - Christmas outlook 2023

Santa to deliver a soft landing

Published: 15 December 2023

Australian consumers appear to be in the mood to celebrate Christmas and retail spending is likely to be better than “feared” by many this year.The lead-up before Black Friday was soft, but Black Friday promotions stirred up demand and the ramp into Christmas is likely to be sufficient to lead to better than consensus outcomes. We see upside risk to earnings for 1H24e for Super Retail Group, City Chic, JB Hi-Fi and Wesfarmers. While near-term earnings upside exists, we remain cautious because the path over the next two years is challenging with sales growth likely to remain below cost growth.

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