Retailers anxiously await Black Friday

Friday marks the return of what has traditionally become the single most active day in the retail sector with Christmas shopping season already under way.

The National Retail Federation anticipates a 2.8 percent increase in sales this year in comparison to 2010, which translates into $465.6 billion in net earnings.

Jessica Elliott with the Louisiana Retailers Association confirmed that sales should be average in comparison to recent years, but offered steady upward trend from two years ago.

“We are not expecting a huge increase for Black Friday,” Elliott said. “Last year was such an increase over 2009, it went up about 8.5 percent last year. We’re expecting a slight increase, but will probably be due to more extended store hours and promotions.”

Elliott said that with a plummet in consumer confidence and spending in 2008 and 2009, shoppers in 2010 gave indications that they were tired of waiting for the economy to improve on its own. Although steady, no great surge is expected for 2011.

One significant trend this shopping season, according to Elliott and other experts in the retail sector, is increased giving of gift certificates, cards and coupons. “Most consumers, 57.3 percent, will buy gift cards this year,” Elliott said.

Expected sales of gift cards as the most requested item marks the highest percentage listed by the NRF during the past 10 years.

Area business owners who were surveyed said that in addition to the convenience of offering family and friends store cards and certificates, there is greater opportunity for creative gift giving. Plus, many stressed that the usage of gift cards helps keep money generating in the local economy.

Restaurants and department stores are the most commonly thought of areas for gift card purchases. Other business owners and managers say they should be remembered as well.

“It tends to be kind of a seasonal thing,” Courtyard by Marriott General Manager Richard Hendrix said of gift card giving. “You can use our cards not only for lodging, but in our restaurants as well. And we can always add more to the card if the initial amount is not enough.”

“We had man come in on Christmas Eve one time and got a gift receipt to give his wife new floors,” Perque Floor Covering owner Bridget Dupre said. “He wanted to surprise her with it.”

Dupre said that in her business gift receipts might not be as common as among other businesses only because flooring is generally a major project. “But if you are looking at a small room of carpeting you might be able to get it done for $500 and a gift receipt would be good.”

Chabills spokesperson Christine Lacompe said that oil changes, tires or any automotive accessory or service could be given by way of gift certificates. “People can come into the store and purchase gift certificates for any amount and they can use them on anything from tires, services or parts. We’ve had gift certificates for 10 years and get pretty good response with them, especially around the holidays.”

Relaxation and health are important to Allie Authement of Allie’s Figure and Day Spa, and make for a well accepted gift. “The gift certificate can be used toward membership or towards any of our services.”

Family recreation opportunities can also make good gifts by way of certificates, according to Suzette Dehart with Creole Lanes Bowling. “We offer gift certificates for bowling and our pro shop also offers gift certificates. Around the holidays the gift certificates get pretty popular.”

Business owners offering gift certificates say that as a single item it is limited only by the giver’s imagination.

Elliott said that retail activity has been up for the past five months as consumers show greater showing of confidence with their spending. This retail expert said that gradual but steady improvements are expected. “It is looking like a good holiday season,” she said.