Retailers ready for Black Friday rush

By Christopher Caskey / The Citizen

Wednesday, November 25, 2009 10:09 PM EST

This Friday will be Curt Finley's favorite day of the year.
Jill Connor / The Citizen
Laura Donk, a stock replacement associate at JC Penney in the Fingerlakes Mall in Aurelius, grabs a pile of men's shirts to fill up the shelves Wednesday in anticipation of Black Friday shoppers. The store will open at 4 a.m.
That might not make sense to a lot of people, since it's also probably the busiest and most stressful day for the store manager of the local JC Penney.

He'll be in the store by 2 a.m., and there will already be cars in the parking lot. By noon, 70 percent of the day's business will be done. And yet, Finley said, it's not tough for him to get out of bed the morning after Thanksgiving.

“You can't wait to get here. You can't wait to start, and you can't wait to see the people rushing into the store,” he said.

The Friday after Thanksgiving is traditionally the most anticipated shopping day of the year for major retailers and consumers. Though it is often beat by the Saturday before Christmas in terms of sales, it kicks off the holiday shopping season that keeps many retailers afloat the rest of the year.

This week, local retail outlets have finished up their preparations for Black Friday. And in the midst of the recent economic slump and sagging sales across the country, there is also some guarded optimism heading into this season.

“We're planning on having a gain this year over last year,” said Finley. “It seems like Black Friday is immune to a lot of the economy problems.”

A survey of shoppers by the National Retail Federation projects that 134 million people across the country will hit the malls, centers and stores this weekend in search of deals. That number is up from last year's 128 million.

But the federation also predicts overall holiday sales to decline about 1 percent from last year, which would follow a 3.4-percent drop in 2008.

The International Council of Shopping Centers is predicting holiday season spending to increase between 1 and 2 percent this year. Last season, sales dropped more than 5 percent from 2007. A council report states that this will be the “first non-recession holiday season” in three years. The “wear and tear” of the tough financial times are giving way to “renewed hope,” according to the council report.

The council also found in a survey that 16 percent of consumers plan to begin holiday shopping on Friday - the biggest number since 2005.

Whatever the numbers, Finley said that Friday will be - as it usually is - “far and away” the biggest day in the year for his store.

And his staff has been preparing accordingly, he said. The store has been receiving added shipments, and employees have been logging extra work since last week.

JC Penney will open at 4 a.m., with the entire Fingerlakes Mall opening its doors early at 6 a.m.

“We literally leave no stone unturned,” Finley said.

Black Friday is made for malls, shopping center and big stores. The National Retail Federation survey found that more than 65 percent of consumers plan to shop at discount stores, and more than 60 percent plan to go to department stores. The survey also found more than 40 percent of consumers will shop at an electronics store this weekend.

However, only 35 percent of consumers say they plan on going to a clothing or clothing accessory store, and slightly more than 10 percent of responders said they will go to a specialty store.

That's why shops like cate&sally, a women's clothing shop in downtown Skaneateles, aren't preparing for Friday or the holiday shopping season with quite so much vigor.

Owner Sally Mason said the summer is the store's busiest time of year. The village's annual Dickens Christmas festival brings people downtown, but Mason also said the store does not count on added business from the visitors.

However, she said shoppers will see some special changes at cate&sally over the holidays.

“What we try to do is we plan to bring in items that will be better for gifts,” said Mason, who added the store carries extra accessories and small items. “You want to have an assortment for under $30.”

The store also keeps a holiday wish list for regular shoppers. That way, if a family member is looking for something to get, there are some suggestions on record.

“We just try to be staffed and stocked and hope that the weather cooperates,” she said.

But back at the big retailers, Friday will bring together months of planning and kick off weeks of extra work. Some stores, like the Bass Pro Shop in Aurelius, have been looking forward to Black Friday for almost a year.

Merchandise Manager Mark Winger said Wednesday that the national chain's buyers will begin planning for next season not long after the doors close Friday.

Winger said one of the most popular draws for customers is Santa's Wonderland, which offers games and activities for families, as well as photos with Christmas' most popular man.

Even at a store that caters to seasonal activities (the annual hunting and fishing sale events are huge), Winger said Bass Pro is no different than other retail outlets when it comes to the holidays.

“There's still nothing that matches the day after Thanksgiving,” Winger said. “All our shopping carts will be gone within the first five minutes.”

Staff writer Christopher Caskey can be reached at 253-5311 ext. 282 or christopher.caskey@lee.net

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