Archive for November 21st, 2011

Why 1-year employment incentives don’t move the needle ….

November 21, 2011

Obama’s jobs plan has a smorgasbord of hiring incentives … all of which are 1-time credits (e.g. for hiring veterans) or 1-year tax incentives (e.g. eliminating half of employers’ FICA match).

Corp execs’ statements that they don’t hire based on 1-year incentives keep falling on deaf ears, and the Administration keeps serving them up.

Let’s look at a specific and do some simple arithmetic.

According to the Administration’s fact sheet on the Jobs Bill, the lead provision of the bill (about 15% of the $450 billion cost) is a payroll tax cut for businesses.

The President’s plan will extend the payroll tax cut to firms by cutting in half their payroll tax on the first $5 million in payroll. Next year, instead of paying 6.2 percent on their payroll expenses, firms would pay only 3.1 percent.

For example, a firm with 50 workers earning an average of $50,000 a year – for a total payroll of $2.5 million – would receive a payroll tax cut of 3.1% of its total payroll, or about $80,000$1,500 per average employee.

By intent, the cut doesn’t do much for big businesses. The maximum benefit that could go to a big company is only  $155,000 ($5 million times 3.1%).  That’s rounding rounding error – equivalent to maybe 2 “free” hires for 1 year.

Hardly a game changer.

So let’s look at a small business.

At the margin, continuing the fact sheet’s example, a new average employee’s base salary cost is $50,000. Fringes (e.g. health insurance) add on another $10,000.  Payroll taxes (pre-credits) adds on another $3,000 … bringing the total to $63,000.

But, companies don’t hire people for 1-year.  Once they’re added to the payroll, they stay there for awhile.

How long?

Well, the BLS says that the median tenure of employees is about 4.5 years … with almost 1/3 employees having been on payrolls for more than 10 years.

Let’s take the low number, 4.5 years.

When a company hires an employee, it is implicitly making a commitment of at least $285,000 ($63,000 times 4.5 years).

The Obama plan  offsets the cost with $1,500 …  a whopping 1/2 of 1%.

Does anybody really believe that will stimulate companies to hire in uncertain times?

I’m betting the under on this one.

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Target re-gifts … the ‘Christmas Champ’ is baaack!

November 21, 2011

TakeAway: Retailer optimism is lower this year. Yet, Target hopes to spur sales with a two-day Black Friday sales event and the return of Christmas Champ ad campaign.

* * * * *

Excerpted from brandchannel.com, “Target Re-Gifts Its Black Friday ‘Christmas Champ’ Campaign

Enter video caption here

With Black Friday just a week away, a new survey shows that retailer optimism about sales growth is lower this year than in 2010. Heavy discounts are expected to rule the day as many retailers move their Black Friday operations to Thursday in a dismal zero sum game sales spiral …

To pitch its 2011 two-day Black Friday sales event, Target has rolled out a collection of “tips” from its effervescent, slightly off-kilter shopping maven.

Promoted as their @ChristmasChamp on Twitter, the manic Black Friday sales lover (brilliantly portrayed by comedian Maria Bamford) was Target’s secret weapon that drove the store’s 2009 Black Friday sales to its biggest ever levels despite a grim holiday shopping environment. Bamford was so popular that Target brought her back in 2010.

And so here we are again in 2011 and Target is again turning to Bamford. But the ads the retailer is running are the same as last year …

We kid, but Target’s regifting of its popular, two-year-old campaign is nothing to laugh at if it’s working. Indeed, if a brand runs a holiday ad enough years in a row, it can become iconic.

Edit by KJM

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