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Dec 1 2014, 1.05pm GMT


US consumer sentiment has come down over the last few months, reflected in the forecast for Black Friday and Cyber Monday sales declining from 2013 by 11 percent.

However, certain winners such as credit cards company and major retailers have still seen shares increase, especially in the months running up to Black Friday as investors anticipated this weekend’s revenue. These stocks are representative of those that will also benefit from the build up to Christmas.

Black Friday/ Cyber Monday spending

On Friday shoppers rushed to get the bargains at Black Friday in-store sales, and today the internet is buzzing with purchases as Cyber Monday also hits. Last year, according to the National Retail Federation, this weekend saw $57.4bn spent in-store and on-line, but the Federation has put the 2014 Black Friday and Cyber Monday combined figure at $50.9 billion, an 11% decrease.

As well as slightly lower consumer confidence, many stores opened early and have had sales since mid-November, taking the impact away from Black Friday spending figures.

Some winners in the retail rampage have been Walmart, Amazon, Amex, Visa and Mastercard, all benefitting from one of the largest US one-day spends of the year, only recently beaten by Super Saturday, the final Saturday before Christmas.

Walmart senior vice president of merchandising, Laura Phillips, said, “Online shopping started while turkeys were still in the oven and yesterday was our second-highest online sales day ever – topped only by Cyber Monday last year. Throughout the day, we welcomed more than 22 million customers to our stores – that’s more than the number of people who visit Disneyland in an entire year.”

MT4 chart: Walmart

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MT4 chart: Visa

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MT4 chart: Amazon

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MT4 chart: Amex

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MT4 chart: Mastercard

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