Retailers optimistic about strong holiday sales

Bob Shemeligian

Tuesday, Dec. 2, 1997 | 10:57 a.m.

Local merchants offering deep discounts said they fared well over the Thanksgiving weekend, the traditional start of the holiday shopping season.

Industry experts note that a healthy economy and low unemployment should translate to a healthy Christmas shopping season for retailers.

"Consumer confidence is high, unemployment is low and the economy is strong," said Cathy Callegari, spokeswoman for the International Mass Retail Association, who explained that discounters and moderately priced stores like Wal-Mart, Target and Sears have posted an early lead over other retailers for holiday sales.

"We had a very good weekend," said Debbie Casanova, a manager at Target, 278 S. Decatur Blvd. "Toys are moving very quickly, and seasonal items also are moving very well. Shoppers are getting their Christmas trees earlier this year."

Representatives at local Wal-Mart stores also reported strong sales throughout the weekend.

"It started when the doors opened at 6 a.m. Friday," said a manager at the Wal-Mart on South Rainbow Boulevard. "We had 400 shopping carts outside, and they were gone within minutes."

While Les Copeland, Wal-Mart spokesman, declined to offer a projection on holiday sales, he said, "We certainly have good momentum going into the fourth quarter, and we feel like we're well positioned for the holidays."

Copeland said the biggest challenge facing area managers at Wal-Mart is not attracting customers, but how to effectively respond to the hordes of shoppers descending on them during the holidays.

"We try to do our part to make sure the merchandise on the shelves is the merchandise that our shoppers want, and we work real hard at doing that," Copeland said.

For many other retailers, however, it's not just a matter of placing the merchandise on the shelves and waiting for the customers to arrive. These stores must rely on advertising and promotional campaigns to attract shoppers.

In addition, the trend toward a later shopping season is worrisome, following disappointments the last two holiday seasons. Retailers count on the holidays for about half their annual sales and profits.

But Frank Wheat, general manager of Meadows Mall, noted that today's window shoppers often are tomorrow's spenders, and he expects holiday shopping to pick up considerably in the weeks ahead.

"If they're out looking, then they intend to buy at some point," Wheat said. "We really feel like this is going to be a good season. Even though we can't yet measure it in dollars and cents, we feel as though everything will translate to a successful holiday season by the end of the year."

Sue Brandt at the Boulevard Mall offered a similar prediction.

"We're expecting a very busy season. Our economy is good, and our traffic numbers are also very good. We had close to 30,000 people at the Boulevard the day after Thanksgiving."