Low sales even in healthy economy signal 'complete shift in shopping'

Neither consumers nor brands are getting much of what they want, and the unpredictability has caused chaos for retailers whose power has slipped away

Monday is Memorial Day, the official start of summer and another celebration traditionally marked by sales and a shopping bonanza. But the sun isn't shining for US retailers.

On the face of it, the economic superpower that is the American consumer should be having a party. Low interest rates and unemployment rates, low oil prices, a high stock market, healthy property prices - nothing it would seem, to put off doing what comes most naturally to them - shopping.

Consumers just don't react the way they did even five years ago. Technology has taken over and they feel more empowered