Black Friday retail projections hopeful

AUSTIN (KXAN) - The turkey’s been eaten, the dessert’s off the table and relaxation comes into play. You’re kicking your feet up to doze off into that long-awaited nap, but in the back of your mind lingers the nagging obligation of thumbing through the circulars in preparation for the early morning marathon of store shopping.

Fending off the competitors you were up against last year for that must-have product may be a little easier this Black Friday. With the economy’s recent slump, many are wary of the holiday shopping season, pinching pennies a little tighter and gripping the purse strings even more than before.

Black Friday is known as the first shopping day after Thanksgiving, serving as the unofficial beginning of the Christmas season. Though it is thought of as the busiest retail shopping day of the year, the outlook is bleak with unemployment rates skyrocketing in November, the highest they have been in 17 years. More unemployed Americans translates into less shopping, and both retailers and e-tailers are giving their best attempt to lure holiday shoppers by advertising significant discounts .

"We have a great marketing program called the Shop Smarter campaign that provides shoppers with incentives," said Jenny Harris, director of marketing for Barton Creek Square Mall . "For the first 300 shoppers at 5 a.m., they get free breakfast from Chick-fil-A , a bag full of goodies and coupons. We make it easy for everyone in the family."

This hoilday season, retailers are narrowing their focus on making customers as comfortable as possible, especially at a time when economic worries can be overwhelming. The nation's largest mall operator, Simon Property Group, Inc. , launched a marketing program to help consumers make the most of their holiday season. The company said the program is intended to allow shoppers enjoy a broad array of retailer offers and customer amenities, including anything from Wi-Fi access throughout malls to a "rejuvenation station," where phones and laptops can be recharged.

"We're actually looking fairly optimistic," said Harris. "Texas is a little bit insulated from the economic conditions."

Harris said traffic has been steady through November, and she said they expect it to be that way the entire holiday season. Yet, on the Web side of the spectrum, e-tailers forecast glum sales.

Internet market research firm Comscore.com reports sales growth on e-commerce sites has slowed to the lowest rates ever- a dismal 1 percent. The troubling sales growth for e-commerce sites is well below the typical 20 percent gain and may have a significant impact on Cyber Monday’s turnout.

Cyber Monday refers to the Monday immediately following Black Friday, kicking off the holiday online shopping season. It symbolizes a busy day for online retailers, as those who are returning to work from the holiday break are thought to be spending the workday shopping online, purchasing the products they did not get to buy Friday.

Traditional "brick-and-mortar" stores are teaming up with technology this holiday season to help pump overall sales. The ultimate goal is to rake in the sales.

"We're attentive to the people plugged in online," said Harris. "We do have a very extensive Web site, and we'll have a new Web site that will show all retailers offering special discounts."

However, with the consumer price index decreasing by 1 percent, it is not certain if even the National Retail Federation’s sponsorship of Cyber Monday will help boost sales. The average price of the consumer goods and services purchased by households has continued to steadily decline, affected directly by the ailing economy. For shoppers with the lowest consumer confidence in decades, this holiday shopping season may be one that consists of more window shopping than anything else.

Shopping locations and hours

Barton Creek Square

2901 S Capital Of Texas Hwy.
Austin, TX 78746
(512) 327-7040
Hours: Fri, Nov 28, 2008; 5 a.m. to 10 p.m.
  

The Domain

11410 Century Oaks Terrace, Suite 210
Austin, TX 78758
(512) 795-4230
Hours: Fri, Nov 28, 2008; 8 a.m. to 9 p.m.
 

  Wolf Ranch Town Center

I-35 and SR 29
Georgetown, TX 78627
(512) 930-8008
Hours: Fri, Nov 28, 2008 –

• Kohl’s 4 a.m. - 12 a.m.
• Best Buy 5 a.m. - 10 p.m.
• Michael’s 6 a.m. - 10 p.m.
• Pier 1 8a.m. - 10 p.m.
• Target 6 a.m. - 11 p.m.

 

Lakeline Mall

1200 Lakeline Mall Dr.
Cedar Park, TX 78613
(512) 257-7467
Hours: Fri, Nov 28, 2008 - 5 a.m. to 9 p.m.