BRISK HOLIDAY SALES HELP RETAILERS, GOVERNMENTS

The Christmas shopping season is in full swing. In fact, only two weeks of shopping days remain until Christmas Day.

Local merchants have been more fortunate than in some other areas of the country. Sales here have been brisk. That's welcome news not only for merchants, but for all of us. Brisk sales means strong sales tax revenues.

Cape Girardeau city and county rely heavily on sales tax revenues for their budgets. Sales taxes provide a good flow of revenue for general budget needs.

Strong sales are important in December not only to merchants but government as well. Sales tax has been somewhat flat in 1991, up to now. As a result, city and county officials are looking for strong December sales tax revenues to avoid having to make cuts in services.

Cape Girardeau County is fortunate to have earned the well-deserved reputation as a retail hub. We have hundreds of merchants both large and small that provide valuable goods and services to our community and region. Many of the merchants are offering extended holiday hours for shopper convenience. License plates of cars parked at area stores reveal that shoppers are drawn to Cape Girardeau from not only Missouri, but Illinois, Kentucky and Arkansas as well.

Many merchants have taken their community-mindedness a step further. The West Park Mall merchants set aside a place for Santa, and entertain shoppers with musical performances. The Christmas windows of Hutson Furniture have become a community tradition. Many merchants sponsor unique holiday programs, and also lend a hand to community giving campaigns such as the Salvation Army's Tree of Lights and Toybox. These merchants are more than simply salesmen; they are good neighbors.

Merchants and shoppers have been challenged by the fact the holiday shopping season is condensed this year. There's nearly a week less between Thanksgiving and Christmas. But hopefully, brisk sales this month will compensate for the shorter buying time.

The average U.S. household is expected to spend about $375 on gifts this holiday season, according to a nationwide survey by a consumer research center. That tallies up to about $36 billion nationally. For many stores, the holiday season spells success or failure for the entire year.

Consumer confidence plays a big role in the ultimate outcome, and that's where we come in. Our holiday spending boosts not only the local economy, but helps to spur the national recovery. A strong Christmas season can provide an optimistic start to 1992 for both our merchants and local governments.