December 28

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Local Merchants Welcome Last-Minute Shoppers

December 28, 2004

NORFOLK, VA – A rush of last-minute shoppers filled local stores in the final days before Christmas, contributing to continued strong holiday sales, according to the Retail Alliance Holiday Sales Watch, a weekly snapshot of retail activity in Hampton Roads.

Of those retailers reporting actual sales percentages up or down, the average was a 16.5 percent increase in sales over the same holiday shopping period in 2003. Four out of 25 retailers reported a decrease in sales, resulting in a sales range of -19 percent to +99 percent. The retailers also reported that the majority of shoppers were cheerful and eager to buy.

“The finish was amazing with a huge flurry of shopping activity during this last week,” said Steve Brodie of Ribbit, a specialty toy store in Norfolk. “People were not holding back this year. They cleaned my shelves.” Brodie attributed his store’s success to good merchandise selection, competitive prices and hands-on customer service.

Another retailer that also experienced a slow start and strong finish was Hi Ho Silver jewelers, which reported an overall 25 percent increase for the holiday shopping season. “We were very pleased,” said owner Chris Sink. “I think people sat on their hands because they knew they had a couple of extra days, but the last two weeks have been very strong for us.” With three locations in Virginia Beach, Newport News and Norfolk, Hi Ho Silver has increased its same store sales each of the past three years, Sink said.

Simply Selma’s in Virginia Beach has also experienced a strong holiday season, coming on the heels of increases during the past two years. “Last year was unbelievable and way ahead of the previous year,” said owner Kathy Axlerod. “My goal for 2004 was to do the same as last year and improve customer service. It just amazes me that we are running the same as last year, and I’m extraordinarily pleased.” Axlerod noted that her shop sells many small items, and her staff gift wraps about 97 percent of those items. “The wonderful people who work here are the reason for our success,” she said.

The final week before Christmas was also brighter for retailers on the national scene. Preliminary reports indicate that retailers gained ground in sales, making up for a slow start. Retailers and mall owners reported heavy traffic until late on Friday, and then again on Sunday for after-Christmas sales.

Although final figures will not be released until early in January, a unit of MasterCard International estimates holiday spending will rise 8.1 percent over last year. This is significantly higher than the 4.5 percent increase predicted by the National Retail Federation (NRF). However, MasterCard's holiday sales tallies reflect online sales and gift card purchases. The NRF estimate counts only some online purchases and no gift card sales.

Hot Sellers in Hampton Roads for the Survey Period Dec. 22 – 27, 2004

Jewelry: Diamonds, gold and colored stones continue as top sellers.
Apparel: Sweaters, coats and gloves sold well.
Other: Gift cards, jewelry boxes, clocks, lamps, small tables, spa trays were popular.

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