A recent study by Ball State University of the last 10 presidential races found that when a Democrat wins in early November, the rate of consumer spending increases over the previous year.

A Republican victory still results in spending increases, but not as much as if a Democrat wins, said James Lowry, a marketing professor who has been tracking retail markets for nearly four decades.

"Holiday sales routinely go up 4 to 6 percent annually except in times of an economic recession," said Lowry. "By looking at the numbers over the last 40 years, we find that retailers get a bigger bounce in sales from a Democrat."

Vice President Al Gore, a Democrat, and Texas Gov. George W. Bush, a Republican, are in the midst of a tightly contested race. Several national polls have Gore leading his rival by a few percentage points.

Republicans and Democrats have evenly split the race for the White House in the last 40 years, but in four of the five times a Democrat has won, the gain in sales during November and December was greater than the increase in the previous year, he said.

"Even in the year after the election, holiday sales continue to grow with a Democratic Party president," Lowry said.

The Christmas season is the largest revenue-generating season for retailers annually. Americans spent $185 billion last year, a 6.9 percent increase over 1998.

By Marc Ransford, Communications Manager

(NOTE TO EDITORS: For more information, Lowry may be reached by e-mail at jlowry@bsu.edu or by phone at (765)285-5180.)