Seasonal

Let’s not get ahead of ourselves here. That seems to be the message implied in Walmart’s guidance for fourth-quarter same-store sales in a range of flat to up 2%. The company’s comps expectations follow a third-quarter increase of 1.3% that ended a two-year string of negative results, but appear rather muted against the backdrop of talk about the company’s gathering momentum, the effectiveness of strategies and solid positioning for the holidays.

Washington, D.C. -- Holiday shoppers are expected to spend $155.43 on average for gift cards this season, and total gift-card spending is projected to reach $27.8 billion, according to a survey released Friday by the National Retail Federation.

Retailers have pulled out the stops this holiday season, especially when it comes to experimenting with cutting-edge digital technologies. But innovation shouldn’t be reserved for the holidays — it is something that should be infused into the shopping experience all year long.

New York City -- One in four consumers will start their holiday shopping this week, according to a survey of more than 1,000 U.S. consumers conducted this fall by Oracle. The report, “Oracle Holiday Shopping Snapshot 2011,” finds that Black Friday and Cyber Monday still reign supreme when it comes to getting consumers out to shop.

In other findings:

WASHINGTON — Up to 152 million people plan to shop Black Friday Weekend, compared with the 138 million who planned to do so last year, according to a preliminary Black Friday shopping survey, conducted for the National Retail Federation by BIGresearch. According to the survey, 74 million people say they will definitely hit the stores and another 77 million are waiting to see if the bargains are worth the hassle of Black Friday.

Cleveland -- Forest City Commercial Management announced that it will test a new survey technology by U.K.-based Path Intelligence to track mall shopping behavior and flow by using mobile phones. 

The surveys will be conducted at Promenade Temecula in Southern California and Short Pump Town Center in Richmond, Va., from Black Friday to New Year’s Day. They mark the first use of this kind of technology in a mall setting.

Chicago -- According to a BDO USA survey of 100 CMOs at leading U.S. retailers, just 27% expect to see an increase in Black Friday sales, down from 38% in 2010.

Similarly, only 24% project an increase in Cyber Monday sales, with the vast majority (74%) expecting flat sales. Overall, CMOs project a 1.6% increase in Black Friday sales (down from 3.8% in 2010) and a 2.5% increase in Cyber Monday sales.

HUDSON, Ohio — While many retailers are boasting about opening on Thanksgiving Day night to give shoppers an early start on the Black Friday weekend, Jo-Ann Fabric and Craft Stores is going in a different direction and will stay closed for the holiday.