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Australian retailers are expecting a satisfactory rather than bumper Christmas shopping season, and expect total sales of up to $38.7 billion.

Nearly 75 per cent of Australian retailers say that the traditional start to the Christmas shopping season, which began last week, either met or was below expectations according to the Australian Retailers Association (ARA).

“After a year of patchy growth, retailers were optimistic of a fair, not great 2009 Christmas period,” ARA Executive Director Russell Zimmerman said in a statement on Tuesday.

Analysts have estimated retail sales growth of 4.7 per cent during the year.

Total sales during last year’s Christmas shopping season was $36.95 billion.

“Although last week’s trading did not rise above expectations for most retailers, 65 per cent said last week’s trading was similar to or better than this time last year. The fact that retailers are expecting better sales than last year but are not yet meeting their targets shows there is optimism, although a significant portion of retailers are still hampered by patchy trade.” Mr. Zimmerman said.

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