ROANOKE TIMES 
                      Copyright (c) 1996, Roanoke Times

DATE: Friday, December 6, 1996               TAG: 9612060019
SECTION: BUSINESS                 PAGE: A-16 EDITION: METRO 
SOURCE: STAFF AND WIRE REPORTS 

HOLIDAY COMES EARLY

CHRISTMAS SALES already look strong, and once customers realize they have just three weekends to finish the rest of their holiday shopping, they'll begin swarming to stores, some managers predict.

Consumers started their Christmas shopping early this year, boosting sales at the nation's stores in November and raising retailers' hopes for a healthy holiday season.

Many large retailers who released monthly sales figures Thursday said business was brisk in November, despite the late Thanksgiving weekend that fell in the last few days of the month.

A year ago, Thanksgiving was almost a week earlier, adding five days of busy post-holiday sales to the month. That makes some of this November's figures look weaker than they actually are.

Bayne Sandridge, president of Roanoke-based Heironimus department stores, said the Thanksgiving weekend was "very strong" for both the chain's apparel and home furnishings departments. People seem to be planning more at-home entertaining this year, he said: Christmas-related home decor is selling exceptionally well.

Mother Nature is doing her part to nudge last-minute shoppers. Thursday's snow likely will boost sales this weekend, Sandridge said. Already, shoppers are buying sweaters, coats, boots and gloves - remembering January's snowstorms, he said.

Once customers realize they have just three weekends to finish the rest of their holiday shopping, they'll begin swarming to stores, he said. "The big push is still to come."

Bill Webb, manager of the J.C. Penney store at Tanglewood Mall in Roanoke County, agreed.

"All in all, the holiday season is off to a very good start," he said. Despite the late Thanksgiving, Christmas sales are better this year than last, he said.

Retailers last year suffered through one of the worst holiday seasons in a decade as a weak economy and low consumer confidence curbed consumer spending.

But this year, ``consumer confidence is near record levels, employment gains have been good,'' said Richard Nelson Jr., a retail analyst at Nesbitt Burns Securities Inc. ``It should be a good Christmas.''

Also boosting sales is new and improved merchandise, particularly in apparel stores. Retailers are offering better goods than in years past, said Jeffrey Feiner, an analyst at Salomon Brothers Inc.

Here are November results reported by major chains operating stores in Western Virginia. The November sales figure is followed by the percentage of change from November 1995's results, and by the change in same-store sales. The latter is a measure of stores that have operated for at least 12 months. Same-store sales are considered a better indicator of a retailer's performance because they remove the impact of extraordinarily strong sales from opening new outlets.

American Eagle Outfitters: sales of $35.4 million, up 3.8 percent from November 1995, same-store sales unchanged.

Bombay Co.: $32.7 million, up 11 percent, unchanged.

Charming Shoppes, parent of Fashion Bug and Fashion Bug Plus stores: $79.8 million, down 11.7 percent, up 4 percent.

Circuit City: $748.7 million, up 8 percent, down 8 percent.

Family Dollar Stores: $174.3 million, up 13.6 percent, up 7 percent.

The Gap: $484 million, up 17 percent, up 1 percent.

Heilig-Meyers: $156.5 million, up 14.4 percent, up 3.4 percent.

Hills Department Stores: $242.9 million, up 1.2 percent, up 2 percent.

J.C. Penney Co.: $2.01 billion, up 4.5 percent, up 2.5 percent.

Kmart Corp.: $2.91 billion, up 2.7 percent, up 4.1 percent.

Lechters: $43.9 million, up 10.3 percent, up 8.3 percent.

The Limited Inc.: $783.2 million, up 13 percent, up 4 percent.

Lowe's Cos.: $674.5 million, up 17 percent, up 4 percent.

May Department Stores Co., parent of Hecht's: $1.13 billion, up 12.9 percent, up 6.9 percent.

S&K Famous Brands: $10.3 million, down 12 percent, down 7 percent.

Sears, Roebuck and Co.: $2.68 billion, up 4.4 percent, down 0.7 percent.

TJX Cos., parent of T.J. Maxx: $663 million, up 30 percent, up 4 percent.

Wal-Mart Stores: $9.35 billion, up 9.8 percent, up 4 percent.

Woolworth Corp.: $670 million, down 3.9 percent, down 3.1 percent.

Staff writer Megan Schnabel contributed to this report.

LENGTH: Long  :  104 lines
ILLUSTRATION: PHOTO:  CINDY PINKSTON/Staff. Shelby Girard stocks up on 
          Christmas tree ornaments and other holiday decorations during a sale
          at Woolworth in Towers Mall on Thursday.