之所以比較保守看待的原因是八月份固定有”Back to School”的購物潮，而零售商的營業額有增加看起來不錯，不過更重要的是獲利有多少。
來看看 NY times 的報導。
Back-to-school season started off on sale, with retailers receiving new merchandise in August, and then marking it down to get it out the door.That led to a decent 3.3 percent increase in revenue at retail stores open at least a year, according to a summary of 27 retailers by Thomson Reuters, above the 2.5 percent increase that analysts expected
All of the discounting was a troubling sign for the fall and holiday seasons. To make it through the worst of the recession, retailers cut prices aggressively, which hurt their profits.
But analysts said retailers were not holding to their vows of avoiding markdown wars.
Adrienne Tennant, an analyst at Janney Capital Markets, visited mall stores earlier this week and noted promotions like 40 percent off jeans and “jeggings” (tight denim-style leggings) at Abercrombie & Fitch, all jeans under $20 at Aéropostale and “buy one, get one free” flip-flops at Old Navy.
Both Aéropostale and Abercrombie discussed the effects of price cutting in prerecorded calls for investors. Aéropostale said that merchandise margins were down slightly compared to last year, and Abercrombie said its average retail price per item decreased 15 percent.