CHRISTMAS SHOPPERS GETTING HEAD START

It's beginning to look a lot like Christmas in Cape Girardeau, and retailers are looking forward to the next 37 days.

The Christmas countdown is on again -- today it's 37 shopping days and counting.

The nation's retailers are already hearing the jingle of cash registers as shoppers hit their favorite stores in an early start to the holiday shopping season.

All factors point to a big shopping season.

High employment and rising wages are seen as positive signs for the holidays. And sales tend to peak in election years, according to the National Retail Federation.

A poll conducted by the Gallop Group for International Mass Retail Association reveals that consumers plan to spend an average of $806 on gifts this season, up 23 percent from the $655 average of a year ago.

All this points to an expected sales increase of 5 to 7 percent.

A big caveat, however, say some retailers, is the fact that there are five fewer days between Thanksgiving and Christmas, the period usually considered the official holiday shopping season.

"This makes retailers real nervous," said Harry Rediger, manager of JCPenney in West Park Mall in Cape Girardeau. "But there's some good news on the other end of the spectrum. We have a positive shift with Christmas being on a Wednesday."

Last year, Christmas Eve was on a Sunday. "This did not make for a good Christmas Eve shopping day," said Rediger. "This year we have that final weekend before Christmas plus two more days."

Consumers are already buying.

The recent cold weather blast put people in the mood for the holiday season, and already has resulted in increased sales of cold-weather merchandise such as hats, coats and gloves.

Dan Elkins agrees.

"With the cooler weather, consumers are giving some extra thoughts early to the holidays," said Elkins of Hecht's store in downtown Cape Girardeau.

"We're already seeing an increase in holiday traffic," said Elkins, who is president of the Downtown Merchants Association. The merchants have started preparations for Christmas and are now preparing for the Downtown Merchants annual Christmas parade, which will be held Dec. 1.

"Holiday traffic has already started," agrees Diann Newell of the Hansel & Gretel Shop in Town Plaza Shopping Center. "People are shopping earlier than ever."

Newell said layaway purchases were up 50 percent in October.

"I think retailers will have a good holiday," she.

Parking lots at West Park Mall and Cape West Business Park are crowded.

"We're ready for Christmas," said Cindy Slinkard, a spokeswoman for West Park Mall. "Our decorations are up, and holiday traffic is off to a good early start."

The mall's Centre Court is decorated with Christmas trees and Santas. A giant talking Teddy Bear can be found down the JCPenney corridor and a giant Salvation Army Toybox is located in the Famous Barr corridor.

"We're expecting a big year here," said Slinkard.

A number of new retail outlets are attracting consumers to Cape Girardeau this year, including K's Merchandise near the intersection of Broadview and Bloomfield Road.

"We've been pleased with our early holiday traffic," said Phil Pierce, manager of K's Merchandise. "It's beginning to feel like winter out there, and a lot of consumers have Christmas on their minds."

Big sales are expected in a number of areas this year. Sports, leisure, entertainment and travel gifts top holiday lists.

Big sales are also expected in toy aisles everywhere.

The nation's toy sales topped $18 billion in 1994 and are expected to top that figure this year.

Among toys expected to be popular this year are "anything Barbie," Nintendo, "Toy Story" characters, "101 Dalmations" characters and Johnny Quest Action toys and accessories, store managers say.

"The Holiday Barbie is hot," said Karen Backfisch, sales floor manager at Toys R Us in Cape Girardeau. "We have good expectations for the holiday season. We're already seeing more customers."

In 1995, consumers spent $440 billion over the holiday season, up almost 3 percent over 1994. Although last year's sales were on the plus side, it was the smallest increase since before the Persian Gulf War.

Retail sales this year are expected to increase 5 to 6 percent, according to the National Retail Federation.

Penney's, like other stores in West Park Mall, will be closed Thanksgiving Day, but all mall merchants are ready for the day after, which is traditionally a big traffic day.

At least two big retailers -- Wal-Mart and Kmart -- will be open Thanksgiving Day.