Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SATURDAY, November 26, 1994 TAG: 9411280017
SECTION: VIRGINIA PAGE: A1 EDITION: METRO
SOURCE: CLAUDINE WILLIAMS STAFF WRITER
DATELINE: LENGTH: Medium
"There are more buying customers than window shoppers" on the traditional biggest retail day of the year, said Cyndee Kinsey, the mall's marketing assistant.
What are they most likely to buy this season? Denim, household linens and electronics, according to a survey conducted by Leo Shapiro & Associates for the National Retail Federation in Washington, D.C.
"We've discovered that the `new consumer' is here to stay," said Tracy Mullin, president of the federation. "These consumers are more value-driven, more price-conscious and more interested in quality."
The federation's study predicts consumers will base many of their purchases on practicality.
"Products for the home and wardrobe will be on nearly everyone's gift list," said Mullin, meaning jeans, sweaters and household goods.
When it comes to buying denim, the Christmas prediction hit the mark in Roanoke.
"You could never go wrong with buying jeans," said Barbara Fletcher, who purchased two pairs plus shirts for relatives in Florida.
Local shoppers also proved the experts right when it came to housewares. At J.C. Penney Co.'s Valley View store, linens were a big draw.
``Everybody needs towels," Anne Stevens said as she charged four sets to her credit card. "My husband will probably pass out when he sees this," she said, looking at the receipt.
When sales associate Janet Burkholder and Lillian Hall were not frantically helping customers in Friday's rush, they were restocking the shelves.
"It has been nonstop since we opened," Burkholder said. "And the towels are going quick."
Shirley Fairchild said she didn't have any trouble deciding what to buy her son and daughter-in-law for Christmas. Pots and pans would be nice, she said, maybe an entire set.
"They need them," Fairchild said as she searched for the perfect pan in Waccamaw's store at Crossroads Mall. "I visited their house and I noticed their pots. I didn't like what I saw, so I decided to buy them some cookware."
The national experts also are predicting there'll be electronics and high-tech gifts under this year's Christmas trees.
"We have been talking about getting a computer for about a year now," Debra Grzanka said as she looked at a display in Sears at Valley View. "We were afraid to buy one before because we thought it would be obsolete in a few months. I'm not sure if the computer will be under this year's tree, but it may just show up."
But a computer is not an impulsive purchase, said Dick Catalano, a Sears sales associate.
"People come in and get information," Catalano said. "They don't usually buy the first time out. They do a lot of shopping beforehand, but we are selling an awful lot of Packard Bells."
The national outlook is that retail sales will rise 5.5 percent to 6.5 percent over last Christmas. The main reason is the stronger economy, with more people working this year than last.
The average American family's budget for buying gifts will be about $690, according to a study by Arthur Andersen, a Detroit-based consulting firm.
The study says that about 35 percent of those holiday budgets will go toward apparel.
"We would like to think that our product is what they are looking for," said Betty Kitchens, manager of Lucia Factory Outlet Store in Crossroads Mall. "Business has doubled since [the beginning of] Thanksgiving week. So we are selling a lot of sweaters."
by CNB