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Caution: Perilous shopping ahead
by Mandy Leggio
With the country's economy in a slump, discounts and sales are more important than ever. Holiday
sales goals are in jeopardy, so retailers are using creative advertising to boost profits. Bargain
shopping has long been associated with the holidays, and this season is no exception.
"In major department stores, sales have been lax in soft lines such as the ready-to-wear
department," said Delores Aleo, a sales representative for Dillard's department store. "Where sales
are stronger is in the electronics and appliance department along with the furniture department, where
the big ticket items are sold."
This year, competition between department stores and discount stores, such as Wal-Mart or Target,
will be heavy. Some discount stores reported lines wrapping around the block hours before opening on
Friday after Thanksgiving. A few locations only allowed a limited number of customers at a time to
enter stores to ensure that the fire code capacity was not exceeded.
"Parking was a nightmare Friday morning after Thanksgiving at the mall and Target, and it was
nowhere near an entrance," said Toni Brown, a holiday shopper. "I predict that throughout the month
of December, the crowds will die down like they usually do." With terrorism fresh in the minds of the American public, security is extra important this holiday
season. Shoppers should be aware of their surroundings at all times in the parking lots and secluded
areas of the mall.
"There are more security vehicles patrolling the parking lot this time of year to ensure safety
for shoppers," said Pauline Samperi, a sales associate at Foley's department store. "The truth is,
with all of the crowds, there will always be crime."
To avoid the danger and the mob at the malls, online shopping is an alternative. Holiday shoppers
can have almost anything they want shipped to them with the click of a button. However, there are
downfalls to this method of shopping.
First, many people are reluctant to provide credit card information over the Internet. Second,
consumers do not get to see the actual item they are purchasing before they buy it. Last, shoppers
do not receive their purchases immediately.
"I personally do not prefer online shopping, because who knows what has happened to the merchandise
during the delivery, or if it is really the right size," said Amanda Hicks, a holiday shopper. "I
like to be able to see with my own eyes and inspect exactly what I am purchasing and look at the
condition of the object."
Those with more shopping than time might pursue another alternative- hiring a personal shopper.
Personal shoppers are usually found in up-scale stores, such as Neiman Marcus or Saks Fifth Avenue.
A personal shopper meets with the client, discusses his or her budget, identifies desired
merchandise, buys the gifts and usually delivers the items to the customer.
Holiday shopping this Christmas season is sure to be a challenge for many consumers. Some can turn
toward technology to ease the process.
For others though, the traditional shopping experience, complete with the search for a parking
spot and a long wait in line, is the only way to go.
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The Christmas season is here, and the malls and discount stores are madhouses. Although there are
alternatives to fighting the crowds, for many shoppers pounding the pavement is the best option for
finding the best deals.
