Nevada merchants predict strong holiday shopping season

Brian Seals

Monday, Nov. 9, 1998 | 11:18 a.m.

Southern Nevada retailers, like those nationwide, are enthused about the coming holiday shopping season.

The stock market nose dive of this fall seems like a distant memory and sales have been strong year-to-date.

"It looks like we're going to have a strong Christmas," said Howard Couch, a JC Penney manager. "Maybe not the best Christmas ever, but a strong Christmas."

National numbers back up the enthusiasm. Two national retail associations are predicting anywhere from a 4 to 6 percent boost in sales this year compared to 1997. Couch called those numbers realistic, citing low unemployment and the resurrected stock market.

The International Mass Retail Association predicts a 4 to 5 percent increase and says more than three-fourths of shoppers surveyed indicated they will spend more money on gifts than last year. Its survey shows shoppers plan to spend an average of $828 on gifts, up from $813 last year. But shoppers in the West plan to spend less on average, about $648.

Customers last year spent 7 percent more than planned.

A similar group, the National Retail Federation, predicts a 5 to 6 percent increase in sales and that shoppers will spend an average of $814.

Mary Lau, executive director of the Nevada chapter of Retail Federation, said surveys show people will plan better and shop earlier.

"There's won't be a lot of emotional shopping," Lau said.

And though this year's economy should translate into strong sales, malls are doing their part to further entice shoppers.

The Galleria at Sunset mall in Henderson was busy this weekend rolling out holiday decor. The mall is also bolstering its customer service offerings for the season, with amenities like valet parking and an on-site post office, said General Manager Alan Schmiedicker.

The Galleria has faced stiffened competition in Henderson over the past year as retail developments have opened in the area. But Schmiedicker said that could be to the mall's advantage.

"It's really helped us," he said. "It has created a retail hub that attracts people from all over the Valley."

Yet while malls typically attract their fair share of shoppers, surveys show most gifts will be bought at discount stores. Nationally, the IRMA survey shows about 75 percent of consumers plan to do their shopping at such stores. Also, "big box" retailers like Best Buy are surpassing department stores as places where people buy gifts.

That trend bodes will for stores like Wal-Mart, which is enjoying a healthy sales year. Through the first 35 weeks of this year, the company showed a 9 percent increase in sales over the previous year and the chain expects a similar increase during the holidays.

"Right now we're on track for a record year and a good holiday," said Wal-Mart spokesman Mike Maher.

When people get to the stores, they are buying typical gifts -- clothes and toys. About 47 percent surveyed said they planned to buy apparel.

Couch said new styles like "fit and flare" jeans and different colors and fabrics for sweaters will be among the hot items. Schmiedicker concurred that family clothiers like the Gap and Eddie Bauer will see strong sales.

"The family apparel stores will do really well," he said.

For kids, popular items this year will be a mix of new and traditional toys. Hot Wheels and Barbie dolls are expected to sell well, said a spokesman for K-B Toys. New items expected to do well include toys from the Nickelodeon show "A Bug's Life" and the computerized interactive stuffed animal Furby.

"We're constantly tracking everything in our stores," said K-B spokesman John Reilly. "This is really a snapshot of what has been trending heavily."