On May 20, 2021, a customer visited Massey’s main warehouse in New York.

Eduardo Munoz | Reuters

At a time of high inflation in the industry this week, there is a stark contrast between retailers trying to inflate customers and those who can afford to spend money this season.

Large-box chains Target And Walmart They were. Investors will be punished Although the results are highly anticipated by analysts, after submitting third-quarter earnings reports. Instead of increasing the sticker prices, they both adopted a strategy that would involve some increasing shipping, labor, and material costs. Both businesses mentioned the importance of maintaining a reputation.

“This is our goal.” Walmart CEO Doug Macmillon said in an interview. With CNBC “Vibration on the road” “We save money and help people live a better life. These are the words.” [Walmart founder] Sam Walton’s mouth. He loved to fight inflation. So do we.

Walmart shares fell 2.6 percent on Tuesday The results. Target shares fell 4.7 percent on Wednesday Reported. Walmart’s stock is down at least a year from now, but its target is gaining 43 percent.

But if you are in the business of selling a lot of clothes, it is a different story. Store Store Operator Shares Macy And Kohl’s, Owner of TJ Maxx TJX And underwear retailer Victoria’s Secret The companies rallied as they raised their prices on Wall Street and reported lower incomes.

Macy’s shares rose 21% on Thursday, a three-year high of $ 37.95. Kohl’s shares rose more than 10 percent, while Victoria’s Secret shares rose 15 percent. TJX stocks traded up $ 76.94 on a 52-week high on Wednesday.

“Everyone is concerned about supply chain and inflation,” said Simon. “But that’s essentially the same thing as solid goods and higher prices.”

“Each of these stock pops represents a return to optimism from inflation concerns,” Siegel said.

Macy says to give and receive.

All retailers are moving around where fuel costs are rising. Inflation It reached a three-decade high in October. Consumer prices – from petrol and healthcare to grocery and rental products – rose 6.2% year-on-year, the highest since December 1990.

some Categories showed higher growth than others.in spite. Food prices, for example, increased by 0.9% in October – meat, poultry, fish and eggs by 1.7 percent. Clothing prices are flat.

Massie, a major clothing retailer, said he has been trying to find out which categories of goods are more valuable to consumers over the past three months and which consumers are more willing to spend a few dollars on.

“We’ve obviously been through these inflation cycles before, and so we have a lot of experience with it,” said Messi chief executive Jeff Genet in an interview. “And in fashion, sometimes you can transfer that, and you can get a higher ticket and a higher sale price.”

In some cases, however, Genette says that the face of Macy’s may be subject to “price tag” for items such as basic T-shirts or jeans. “In some cases, we run a retail business and we incur high costs and short margins,” he said.

“The other device in the device is a lean invention,” Genet said. This means that you should not discount the non-selling items. In three months’ time, Masai’s goods were sold. Occurred on October 30, up 19% from a year ago, but down 15% over the previous two years.

Earlier this week, frustrated items such as Target and Walmart were the red flags for investors. In part, these companies are working hard to ensure that the holiday shelves are well stocked – and this could be worth the effort if consumers rush into stores in the coming weeks. According to Walmart, the stock rose 11.5% before the holiday season. Target items were about 20% or $ 2 billion a year.

“Retailers do not want to intimidate consumers,” said Navin Jagi, president of retail consulting services JLL. “They are willing to manage their costs and take the sales price because they do not want to take the initiative to buy the product.”

But if people do not come, or if they are looking for something else that is not stored on Target and Walmart, that rotten stockpile may go down in January.

In particular, she said that when she hired Marcé Marks Down, she was doing less at the local level than at the regional level. So he said that the same shirt in a mascot store in Los Angeles might cost less than five miles on the road.

Kohl’s looks at consumers looking at premium brands

According to Kohl, CEO Michel Gas, the retailer is changing the price of its products and customers are gradually dragging their products to higher levels. She says. Nike And PVH-Tommy Hilfiger as an example of two more premium brands that will make a significant impact on Col’s.

“We still have those great promotions, but they are smaller, so make it easier – especially for our new customers,” Gass said in an interview. “We now have advanced tools on stretching.”

Like Macy’s, Coles also tightened control over its stockpile, which declined 25% by the end of the third quarter.

Jeffrey Wissink, an Jeffreyris analyst, said Kohl’s profit margins allow the company to sell more goods at a higher price, thanks to its current inventory position and demand area.

Victoria’s Secret also boosted sales by selling more breast and underwear at higher prices. Revenue in the third quarter rose from $ 1.35 billion a year earlier to 7 percent to $ 1.4 billion. Commodities increased by 4% compared to the previous year, and decreased by 16% compared to 2019.

TJX CEO Ernie Herman told analysts in an earnings call on Wednesday that he did not see any pressure from the consumer price chain.

“We think there will be some stuff here or there, but that’s not what we’re going to test.”

TJX Comprehensive Store sales ended on October 30, rising 14% year-over-year, and net sales rose 24% to $ 12.5 billion. Exports rose by at least $ 6.6 billion, compared to $ 6.3 billion two years ago.

– CNBC Melissa Rapco Contributed to this report.