Holiday cheer predicted for many retailers

TALLAHASSEE The 2009 holiday season has begun and retailers are cautiously optimistic that more consumers will open their wallets this year.

According to Rick McAllister, president and CEO of the Florida Retail Federation (FRF), sales in 2009 are expected to be better than 2008. However, it will be a mixed bag - big box stores will likely see increased sales, while department stores may not. Overall, McAllister believes the retail industry will break even.

One positive sign for retailers is an increase in consumer confidence. According to a recent University of Florida survey, Florida consumers feel better about their personal finances and the opportunity to find bargains this holiday season.

Those with toys on their shopping list are in luck. Retailers and toy manufacturers have focused on lower price points and volume sales this year. For 2009, the hot toys cost less and mid-range toys will carry the load. Some of those items include LEGO Star Wars and Candy Land Sweet Celebration, which come in under $30. Barbie Fashionistas are under $20 and Zhu Zhu Pets under $10.

However, the trends creating the real buzz in retail circles this year are social media and viral marketing. A natural opportunity for retailers to reach shoppers, this year there will be a substantial amount of effort spent using these tools to lure customers into stores.

Gift cards remain a top holiday gift that most people would like to receive. Shoppers who feel it isn't personal enough should consider that consumers aren't shopping for themselves right now.