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Highlands Today

Saturday before Christmas typically the busiest for retailers

Jasmina Meyer, Highlands Today

From left: From left: John McDaniel looks for possible Christmas gifts for his daughter, Chloe McDaniel, 3, as her mother, Rachel McDaniel, shows her a toy on Tuesday at Walmart in Avon Park.

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By MARC VALERO

Highlands Today

Published: December 16, 2009

AVON PARK - With the economy still treading on thin ice, retailers are optimistic as shoppers remain conservative this holiday shopping season, which is poised to hit its peak this weekend.

For the Bradenton-based Bealls department store, things are better than expected, said Bealls director of public and government affairs Bill Webster. "Certainly business is good in Highlands County" with the Bealls and Bealls Outlet in Sebring a notch above the chain average.

People are looking for bargains and values a little more than a year ago, he noted.

Gift items priced at $10 and under and $20 and under are driving the business, as opposed to higher-cost items, Webster said.

Though everyone thinks Black Friday is the biggest day for holiday shopping, historically the Saturday before Christmas is the biggest shopping day, he said.

Kmart store manager Tom Tibble said Tuesday, "I would say this is a much better year than last year."

With the upcoming weekend being the last weekend before Christmas, "I think anybody who hasn't completed their shopping is going to be trying to get that done this weekend," he said.

As with other retailers, Kmart is trying to lure shoppers with an advertising blitz.

"This week we've got a 48-page flier," he said. "We've got another big ad next Sunday plus we are doing 'blue light' specials both Saturdays and Sundays.

"So there's a lot going on; we are trying to get some sales."

Pushing a cart filled with gifts in the parking lot of the Avon Park Wal-Mart, Betty Jackson of Frostproof said "it never ends; I'm about halfway done; I've got a couple of more items to get and we will be done."

With a total of seven people on her Christmas gift list, including grandchildren and children, Jackson said she's had to cut back on what she spends on each person.

"Smaller gifts, that's all they get - some shoes and a couple of outfits," she said. "I limit everybody to at least four gifts, which is all I can do."

Patrick Byrne of Lake Placid bought a couple of small gifts at the Avon Park Wal-Mart along with household items with holiday designs including towels, a throw (small blanket) and area rug.

He's about halfway through his Christmas shopping list.

When will you complete your holiday shopping?

"Christmas Eve - that's when I always finish," he replied.

He's also spending less for gifts.

"I wanted to spend more, but with the recession if I spend too much then the other people will feel like spending as much as I do," Byrne said.

JCPenney store manager Bruce Horn said, with some days are busier than others, it is hard to gauge the overall holiday sales trend.

"We really won't know until we get to the end of December," he said. "The final weekend before Christmas is always big."

American Research Group, Inc. reports that shoppers around the country say they are planning to spend an average of $417 for gifts this holiday season, down from $431 last year and $859 in 2007.

The overall average planned spending is down a little over 3 percent from 2008 and it is the lowest level of planned spending recorded by the American Research Group since 1990 when planned spending was $399.

Highlands Today reporter Marc Valero can be reached at 863-386-5826 or mvalero@highlandstoday.com

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