Retail sector update: December 2018

About the author:

Josephine (Jo) Little
Author name:
By Josephine (Jo) Little
Job title:
Senior Analyst
Date posted:
18 December 2018, 12:00 PM
Sectors Covered:
Consumer Discretionary, Industrials & Developers

Consumer spending conditions have clearly softened since September.

The causes have been the softening housing market and equity market volatility (wealth effect), political uncertainty (two major elections in 2019) and spiking fuel prices (although these have rolled off materially since late November).

Video overview


Over the past few years, the market/consensus has been highly cautious on retail trading conditions over the key Christmas trading period, only to be surprised by relatively upbeat results in February. But this time it feels a little different to us.

Clearly the softening housing market is of most concern given its high correlation with household discretionary spending. With the potential for further softening in prices/activity in Sydney (-9.5%) and Melbourne (-5.8%), we remain cautious despite the recent sector de-rate (XDK -18% since peak in Aug vs ASX300 -11%).

The most interesting dynamic is the rise of online sale activity in November (Click Frenzy, Black Friday and Cyber Monday).

Our feedback suggests consumer traction of these events rose significantly this year – so some unchartered territory for retailers to navigate heading into Christmas.

We expect plenty of retailers are currently holding their breath as they gauge how much demand was pulled forward into November and developing margin strategies over the balance of the CY.

We think this poses additional risk this year in terms of margins and fluctuating inventory levels. The strength of these November sales events may also partly explain why October retail sales were quite weak (consumers waiting for the big promotional events).

While trading multiples are to some extent already pricing this in after the recent sector de-rate, earnings risk remains elevated. Investor interest in the sector is low which means the smaller/illiquid names are being dealt with even more harshly and will arguably be the last to recover.

Stock preferences

Our stock preferences include:

  • Lovisa (LOV) (potential for articulation of the size of international trial markets in the near term which can overshadow benign like-for-like sales growth)
  • Baby Bunting (BBN) (market share gains post industry consolidation + defensive product)
  • Noni B (NBL) (driven by a relatively low-risk cost-out strategy).

More information

Morgans clients can access the full research note with my retail sector update. Alternatively, contact your Morgans adviser or nearest Morgans office for a copy.

Disclaimer(s): Analyst may own shares in companies mentioned. The information contained in this report is provided to you by Morgans Financial Limited as general advice only, and is made without consideration of an individual's relevant personal circumstances. Morgans Financial Limited ABN 49 010 669 726, its related bodies corporate, directors and officers, employees, authorised representatives and agents (“Morgans”) do not accept any liability for any loss or damage arising from or in connection with any action taken or not taken on the basis of information contained in this report, or for any errors or omissions contained within. It is recommended that any persons who wish to act upon this report consult with their Morgans investment adviser before doing so.

  • Print this page
  • Copy Link