Retailers optimistic that holiday sales will increase over last year

0 Comments | La Crosse Tribune, Nov 28, 2002 | by Cahalan, Steve

As they prepared for one of their busiest days of the year, local merchants said Wednesday they are pleased with sales so far and optimistic this Christmas shopping season will exceed last year's.

Friday - the day after Thanksgiving marks the traditional start of the Christmas shopping season. But the actual start now is about Nov. 1, said Bruce Johnson, general manager of Valley View Mall in La Crosse.

"It's probably one of the busier traffic days," Johnson said of the number of shoppers who will be in the mall Friday. But he thinks the Saturday before Christmas will be the busiest shopping day of the year.

Based on historical data, the busiest shopping day in dollar volume this year should be Saturday, Dec. 21, said Richard Feinberg,

professor of consumer sciences and retailing at Purdue University. He said this Friday should be the fifthbusiest shopping day of the year.

In the past several years, the International Council of Shopping Centers has ranked the Saturday before Christmas as the busiest day of the holiday shopping season in dollar volume.

Johnson said data he has seen from the council in the last three years indicates shoppers are waiting longer to finish their Christmas shopping. "First it was the last two weeks (of the Christmas shopping season) that were the busiest," he said. "Then it was the last 10 days of the season.

And last year it was the last week.

"Last year, that last week before Christmas was absolutely phenomenal" at the mall, Johnson said. "That's what really made the year.

"I think people have had a tendency to wait and see where the big sales will be," Johnson said of the trend of shopping later in the season. "I think that's part of it. The critical thing that I see is if we have a snowstorm in that last 10 days, it can be devastating" to total holiday sales.

Johnson said mall merchants he has talked with expect sales to be slightly higher than last Christmas season. "I think the national consensus is about 2 or 3 percent above last year," he said.

Based on what he has heard from mall merchants, Johnson said, "I'd say people are looking for an average Christmas. With the economy still soft and consumer confidence soft, if we could have an average Christmas, we'd be happy."

"It's been very good" so far, said Steve Fritz, manager of the J.C. Penney Co. store in Valley View Mall. He said his store's sales figures are up "by a significant percentage" so far this holiday season compared with a year ago.

Fritz said housewares, bedding, bath products and young men's apparel have been big sellers this year.

The fact there are fewer days between Thanksgiving and Christmas this year may have prompted consumers to start shopping earlier at Penney's, Fritz said. There are 26 shopping days between the two holidays this year, compared with 32 days a year ago.

Fritz predicted Friday will be the busiest day of the year at his store in terms of shopper numbers. For many people, he said, "I think it's their initial outing for Christmas shopping. There's a lot of choices out there."

Sales volume has been "real steady" so far this holiday season, said Tom Mason, general manager of the Best Buy store in Onalaska. "I wouldn't say we've gotten our rush (of shoppers) yet, but we're pleased with the consistency we've had." Sales so far have been about the same as last Christmas season, he said.

Mason's outlook for the entire Christmas season at his store is "similar to last year, which was pretty darned good. I think with the consumer confidence being a little lighter than it has been in the past, if we surpass last year's sales, it would be awesome. Last year we had a substantial increase" in holiday season sales.

Big sellers at Best Buy this holiday season include newtechnology products such as digital cameras, digital camcorders and flat-screen television sets, Mason said. He predicted Friday once again will be the store's busiest day of the year.

"Sometimes the Saturday before Christmas will approach that," he added.

Sales so far this holiday season have been "good," said Gordon Rasmussen, manager of the Wal-Mart store in Onalaska.

"The first half of the year was great," Rasmussen said. "It fell off a bit in the fall, but now it's picking up again." Sales are up from last Christmas season, Rasmussen said, and he expects sales for the entire season to be up "quite a bit" from last year.

DVD players, larger television sets and computer equipment have been big sellers, Rasmussen said. He expects the number of customers for an entire day to peak Dec. 21, but expects the number of shoppers in the store at a given time to be highest Friday morning.

"I'm very confident of a good holiday season," said Dan Howes, co-owner of Howes Diamond Jewelers in La Crosse. He said he is "pretty pleased" with sales so far.

Howes said the holiday season is one of the biggest sales periods for jewelry businesses. Big sellers include engagement rings, earrings and pendants, he said.

"I have a feeling that people will be out shopping and buying gifts for their loved ones," Howes said.