By Cotten Timberlake and Rich Miller Oct. 19 (Bloomberg) — From Intel Corp. to TJX Cos. , it’s beginning to look a lot like the retail holiday season will be happier than forecast. Intel, the world’s biggest chipmaker, cited stronger consumer demand in projecting Oct. 13 that its sales in the fourth quarter would be $9.7 billion to $10.5 billion, compared with a $9.5 billion average prediction in a Bloomberg News survey. TJX, the Framingham, Massachusetts-based operator of clothing-store chains T.J. Maxx and Marshalls, raised its fourth-quarter comparable-sales estimate Oct. 8 to a gain of 3 percent to 5 percent from an increase of 2 percent to 4 percent. “Consumers’ bunker mentality is gradually giving way to more-familiar spending patterns,” says Michael Feroli , a former Federal Reserve official who is now an economist at JPMorgan Chase & Co. in New York. Rising sales would be good news for the economy as well as retailers. Consumption accounts for about 70 percent of gross domestic product, and more spending would help the recovery. UBS Securities in New York improved its outlook for third- quarter growth to 3.5 percent from 2.5 percent after last week’s report of September retail sales was higher than it had expected. GDP fell 0.7 percent in the second quarter; it was the fourth consecutive decline, which would be the longest since such records began in 1947. “Retail sales offer the most encouraging sign of a more- lasting turn in activity,” Robert DiClemente , chief U.S. economist at Citigroup Global Markets in New York, said in an Oct. 16 note to clients. ‘New Normal’ He sees the U.S. growing about 2.75 percent in the second half of this year and about 3.25 percent in 2010, beating the 2 percent rate Mohamed El-Erian , chief executive officer of Newport Beach, California-based Pacific Investment Management Co., considers the “new normal” for the economy. Helping to drive the improvement in consumer spending is a rebound in household wealth, which increased $2 trillion in the second quarter and about that much again in the third, according to Steven Wieting , managing director of economics and market analysis at Citigroup Global Markets Inc. in New York. Retail sales excluding automobiles and restaurants might advance as much as 1.5 percent in the holiday season as “frugal fatigue” sets in and shoppers open up their wallets, says Marshal Cohen , chief industry analyst for NPD Group , a Port Washington, New York-based market-research firm. Worst Holiday Season Sales dropped 4.2 percent a year earlier during what the International Council of Shopping Centers said was the worst holiday season in four decades. The fastest growth since 2000 was 5.9 percent in 2005. “Slowly but surely, the underlying sales performance is inching higher,” says Mike Niemira , chief economist for the trade group in New York. “The retail-sector recovery is starting to unfold.” Sales at U.S. retailers, excluding automobiles, climbed 0.5 percent in September. The increase, more than twice the 0.2 percent anticipated by 78 economists in a Bloomberg survey, followed a 1 percent gain in August, the biggest in six months. Intel’s sales during the back-to-school season in the U.S. exceeded expectations, Paul Otellini , president and chief executive officer of the Santa Clara, California-based company, said in an Oct. 13 conference call with analysts and reporters. “The strength in our business remains primarily consumer driven,” he added. The company’s shares climbed 34 cents, or 1.7 percent, to $20.83 the day after it announced the forecast for fourth- quarter sales, which topped the mean estimate of 29 analysts surveyed by Bloomberg. Rising Shares Shares of Pier 1 Imports Inc. also rose after the Fort Worth, Texas-based retailer of imported furniture said Oct. 12 that sales at stores open at least a year increased 9.9 percent last month. Pier 1 ended at $4.85 on Oct. 13, the highest in 16 months. The Standard & Poor’s 500 Retailing Index rose 72 percent between March 9 and a close of 393.03 on Oct. 16, as companies have beaten profit estimates by reducing costs and inventories more than analysts expected and as sales trends began to improve. Industry sales at stores open at least a year have outpaced analysts’ estimates in the past two months and are likely to do so again in October, said Ken Perkins , president of Swampscott Massachusetts-based Retail Metrics Inc. Analysts are predicting a 1.4 percent gain this month, after a 1.1 percent increase in September and a decline of 2.3 percent in August. ‘Upside Surprise’ “There is definitely pent-up demand out there,” Perkins says. “The chance of an upside surprise in holiday sales are very good.” The steepest rally in the stock market since the Great Depression may have convinced households they don’t need to save as much as they thought, says John Ryding , chief economist at RDQ Economics LLC in New York, leaving more money for spending. The S&P 500 index , which closed at 1087.68 on Oct. 16, is up 61 percent from 676.53 on March 9, the lowest since September 1996. “The rebound in equities may have lowered the target savings rate from around 7 percent to around 5 percent,” he says. “The risks to the economy are beginning to build more to the upside than the downside.” The monthly rate has averaged 4.1 percent this year, up from 2.6 percent in 2008. The stock rally may reflect investors heeding the advice of equity analysts over economists sympathetic to El-Erian’s view. Earnings estimates compiled by Bloomberg show companies in the S&P 500 will report combined profit in 2011 that is 54 percent higher than this year, the steepest growth in two decades. 2010 Forecast The forecast by analysts for 2010 is 11 times the expansion in GDP projected by economists surveyed last month, the highest ratio on record, based on data compiled by Bloomberg going back 60 years. The rise in stock prices is particularly welcome for affluent consumers. The top 20 percent of U.S. income earners account for more than half of total wealth and about 37 percent of consumer spending, according to Andrew Tilton , an economist at Goldman Sachs Group Inc. in New York. Household net worth rose to $5.3 trillion in the second quarter from $5.1 trillion in the first as share prices rallied and home values steadied, according to data from the Fed. House prices in 20 U.S. cities climbed in July by the most in more than four years, increasing 1.6 percent from the previous month, although they were 13.3 percent lower than a year ago, according to the S&P/Case-Shiller Index . Lower Heating Costs Lower home-heating costs may also mean more money to spend. Average household expenditures for space-heating fuels will be $960 from Oct. 1 to March 31, 2010, down $84, or 8 percent, from a year earlier, the government’s Energy Information Administration said Oct. 6. Some forces may restrain consumer purchases. Household wealth, while higher now than in the last six months, is down from the record $6.4 trillion in the third quarter of 2007. Unemployment , already at a 26-year high of 9.8 percent, is projected to rise to 10.1 percent in the first quarter of next year, according to the median estimate of 73 economists surveyed by Bloomberg. “Sustained expansion of consumer spending will require a sustained rebound in employment,” David Resler , chief economist at Nomura Securities International in New York, said in an Oct. 14 e-mail to clients. “That remains a hope that has yet to become a reality.” Enticing Customers Companies are trying to entice customers. Wal-Mart Stores Inc. of Bentonville, Arkansas, the world’s largest retailer, said it will offer a larger selection of toys priced at $10. Hhgregg Inc. , an Indianapolis-based chain of 118 stores, will sell 32-inch flat-panel TVs for $299 and is adding more GPS navigational devices and digital cameras. Wayne, New Jersey-based Toys “R” Us Inc. , the largest U.S. toy-store chain, is opening more than 80 temporary “Holiday Express” locations in malls and shopping centers across the country starting this month. Saks Inc. , the New York- based luxury retailer, is offering free shipping on purchases from its Web site. Many consumers are open to being convinced. About a fifth of the people surveyed last month by Worthington, Ohio-based BIGresearch LLC said they haven’t decided how much they are going to spend this holiday season. Roseanne Morrison, fashion director at the Doneger Group trend-forecasting firm in New York, says she is optimistic. “By the time Christmas comes around, people are going to be ready to celebrate and throw off their worries and buy something special,” she said in an Oct. 13 e-mail. “You can only be low for so long.” To contact the reporters on this story: Cotten Timberlake in Washington at ctimberlake@bloomberg.net Rich Miller in Washington rmiller28@bloomberg.net