From the Houston Chronicle.
BLACK FRIDAY 2008
Houston shoppers fast out of the gate
By DAVID KAPLAN Copyright 2008 Houston Chronicle
Nov. 28, 2008, 10:48PM
For 10-year-old Caleigh Hill, Black Friday was a rite of passage.
This year, for the first time, she joined her mother, grandmother and two aunts for their annual day-after-Thanksgiving shopping outing.
“We’re breaking her in,” her mom, Leigh Hill, said inside J.C. Penney at Meyerland Plaza. “She’s a shopper. She has to be. We’re a family of shoppers.”
On Thursday, they sifted through ads to plan their strategy. And they made Caleigh abide by the “code of silence” not to tell anyone what they were getting them for Christmas.
Like thousands of Houstonians, Caleigh and crew got up in the middle of the night to hit stores offering big sales on Black Friday, so named because the shopping frenzy usually puts stores’ ledgers in the black.
Big discounts were plentiful. Many retailers feel they have no choice but to offer them, as consumers feel squeezed by the worsening economy.
A Consumer Reports poll showed that about 26 percent of all consumers planned to shop Friday. That forecast is 5 percent higher than last year’s number. The bad news is that more than three-fourths of consumers polled plan to spend less this holiday season.
Earrings for Granny
Many major chains opened at 5 a.m. with doorbuster specials, while some retailers, including J.C. Penney and Kohl’s, opened an hour earlier.
A shortage of sleep didn’t slow Leigh Hill or her kin. They were upbeat, shopping the discounts of 50 percent or more.
“I’m still looking for clip-on earrings for Granny,” said Hill, an operations manager at a medical facility. Her grandmother, Mae Bell, lost her Galveston home and possessions in Hurricane Ike.
Everyone in the family brigade had Bell in mind, with the goal of replenishing her wardrobe.
“This has been a very difficult year for those of us affected by the storm,” said Hill’s mother, Galveston resident Elyshia Roth. “We’re grateful to be with family.”
After spending the day at Penney’s, Target, Circuit City, Old Navy, Wal-Mart and Bath & Body Works, Hill declared it a “very productive day,” both for shopping and bonding.
Everywhere they went they were “very aware of the sales,” she said. “Not that we’re ever extravagant, but we’re very careful of how much we’re spending this year.”
She isn’t alone.
About 57 percent of Texas shoppers plan to spend less this year, according to Deloitte’s annual holiday survey.
For the nation, the International Council of Shopping Centers is forecasting a meager 1 percent holiday spending increase compared to last. The National Retail Federation’s forecast is only slightly better: a 2.2 percent increase compared to last holiday season. The Federation’s 10-year-average for the season is an increase of 4.4 percent.
“I know many stores were very careful with their inventories and have slimmed them down to be more cautious,” said Shirley Ezell, associate professor of human development and consumer science at the University of Houston’s College of Technology.
On Black Friday, at least, many big-box retailers moved lots of inventory.
“We probably had over a thousand people waiting to get in at 4 a.m.,” said J.C. Penney Meyerland store manager Nelson Whittington.
‘It’s just too cheap’
Across the Houston area, shoppers were drawn to the doorbusters.
Mary Ann Maxwell, from the Sealy area, said she pointed her Mustang east around 2 a.m. only to arrive at the Memorial City Sears well before the 5 a.m. opening time. She stayed focused on the half-price front-loading washer and dryer set waiting for her inside.
“It’s just too cheap,” said Maxwell, looking forward to the deal.
With flat-screen TVs among the hottest holiday items, Sara Garson and Carlos Garza wandered through Best Buy near the Galleria with two on their cart, even though they would buy only one.
After two hours of debating, they hadn’t decided which to buy and didn’t want someone to grab the last of either before making up their minds. Garson, buying the set for her home, was trying to decide between one model with better resolution and another with a more stylish design.
“She cares more about how it looks with the furniture,” Garza said.
Additional reporting by Chronicle staffers Mark Babineck, Brad Hem, Bill Hensel Jr. and Purva Patel.


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