UPDATE 3-Best Buy cuts forecast as sales slump

* Best Buy cuts FY EPS view to $2.30-$2.90

* Same-store sales may fall up to 15 pct over next 4 mos

* Shares down 7 pct (Recasts with analyst comment; changes dateline, previously CHICAGO, adds byline)

By Karen Jacobs

ATLANTA, Nov 12 (Reuters) - Best Buy Co Inc (BBY.N), the No. 1 U.S. electronics chain, slashed its profit forecast on Wednesday, the latest sign that the deepening economic crisis may bring a bleak holiday season, sending the company's shares down 7 percent.

Best Buy's warning comes just two days after smaller rival Circuit City Stores Inc (CCTYQ.PK) filed for bankruptcy, falling victim to reduced consumer spending and tighter credit terms from suppliers.

"It's pretty gloom and doom. It's scary," said Joseph Feldman, managing director with Telsey Advisory Group.

The global financial meltdown and rising unemployment have led consumers to severely curtail their buying, especially on big-ticket items that are typically bought on credit.

With the U.S. economy in what many economists say is a recession, most retailers, whether they sell clothes or higher-end electronics, are seeing sales pressured.

"People selling $30 pairs of jeans are struggling, so imagine trying to sell a $3,000 television," said Jon Fisher, portfolio manager at Fifth Third Asset Management.

Regional electronics seller hhgregg (HGG.N) cut its full-year forecast last week, and Best Buy last month said it had seen reduced demand for wide-screen TVs and appliances.

SEISMIC CHANGE

"Since mid-September, rapid, seismic changes in consumer behavior have created the most difficult climate we've ever seen," Best Buy Chief Executive Brad Anderson said in a statement. "Best Buy simply can't adjust fast enough to maintain our earnings momentum for this year."

The company, which analysts expect to benefit in the longer term as the electronics retail industry consolidates, said it expects to end the third quarter with higher inventory levels, short-term borrowings and accounts payable than previously projected due to the drop in consumer spending.

"In 42 years of retailing, we've never seen such difficult times for the consumer," Best Buy President Brian Dunn said. "People are making dramatic changes in how much they spend, and we're not immune from those forces."

Electronics retailers face increased competition from discounters such as Wal-Mart Stores Inc (WMT.N), which has stepped up its product selection and advertising.