Tow #10: Holiday shopping-discounts

     Source: http://www.reuters.com/article/2013/11/27/us-usa-holidays-store-tours-idUSBRE9AQ05Y20131127

      This article discusses the change(s) to be expected, or already in place, in the discounts retail stores are offering during the holiday season. Since people are beginning to be more careful aout their money, retail stores will be obliged to offer higher/more sales than previous years to attract customers. Another factor that is making retail stores have to change their methods this year is the availability of electronics and online shopping to consumers. The article also goes on to examine two up-and-coming trends that are expected to feature prominently in this year's holiday shopping: "ugly sweaters" and X-Box, Playstation, and other electronics. 
      In this article, Kevork Djansezian uses analysis of current and past conditions to explain to his audience how prices/discounts are expected to fluctuate during this holiday season, and why. 
      The article begins with Djansezian explaining factors of why this looks to feature, "for many retailers, even uglier discounts." According to him, there is online competition, weak consumer confidence in retail stores, and no to-die-fashion items that all force retailers to introduce more discounts in order to attract consumers. He also gives reasons why consumers are being more careful with their money, namely because, "...taxes have risen, unemployment has remained stubbornly high, and confidence has taken a hit from the recent government shutdown and uncertainty over the introduction of President Barack Obama's healthcare reforms." These analysis of causes and contributing factors help Djansezian explain why retail stores will be forced to lower prices this holiday season more than in previous years.
      The article then moves to analying two key trends expected to play a large part in consumers' shopping this season: "...trendy sweaters featuring cutesy animals, phrases such as 'totes amaze' (slang for totally amazing) in curly cursive, and 'fair isle' patterns," and, "New must-have gadgets such as Sony Corp's PlayStation 4 and Microsoft Corp's Xbox One gaming consoles and Apple Inc's latest iPhones and iPads..." These two items are expected to feature prominently among the items that consumers purchase. These items will be especially popular among teens, and for that reason, it is expected that teen-geared retail stores will be offering bigger deals than before closer to Christmas. After this analyzation, the article discusses different retail stores/companies, and how they are responding to the changing consumer attitude.
     All the different explanations/analyzations Djansezian uses contribute to his overall purpose of providing an answer to the "why" for why retail stores can be expected to make less profits this year, and consumers can be expected to make bigger savings. I believe he achieved his purpose as well as making the article clear and concise for the reader, making it very effective.