SHOP 'TIL YOU DROP

Jewelry, cosmetics and toys are hot, but major league baseball and hockey items are not during this record-breaking holiday shopping season.

Chuck McGinty, a downtown jewelry store owner, said sales in his store are up 35 percent from last year.

"The traffic has been incredible," McGinty said. "We're still experiencing a lot of cautious shoppers, but after we talk to them and get them to look at the merchandise, they seem more inclined to buy something."

Kent Zickfield, who also owns a jewelry store in downtown Cape Girardeau, said he is also experiencing a healthy increase in sales over last year.

"It's hard to tell exactly why the traffic in the downtown area is up, but we're benefiting from it," Zickfield said. "It could be that more people are coming down here because the downtown area has gotten more publicity lately. It helps when people hear about a casino coming into this area."

J. C. Penney Co. Inc. Manager Jerry Cady said sales from last weekend broke last year's record in double-digit fashion.

"We're having a record year on top of a record year," Cady said. "We're seeing almost a 10 percent increase over last year's sales."

Cady said the consumer has more confidence in the economy and is demonstrating that attitude at the cash register.

One of the strongest departments for Penney's is athletic wear.

"The athletic and jewelry departments are showing the highest sales volumes," he said. "We've cut back on major league baseball orders, and hockey is way down. Consumer interest in baseball and hockey has dropped because of the strikes in both professional sports. But that has just caused people to concentrate on pro football items."

Cady said sales on Kansas City Chiefs sweatshirts and caps go according to the success of the team.

"When they're winning, sales go up," he said. "But when they're losing, like right now, sales go down. Overall, though, we've done well with Kansas City Chiefs items. If the Rams come to St. Louis, we'll be ready for that, too."

James Green, who manages Howard's Sporting Goods, said business has picked up since Thanksgiving.

"College items are always strong and pro football jerseys and hats are hotter than ever," Green said. "It seems that people who might have been interested in baseball or hockey items are now more interested in pro football items."

Just how poorly are sales of St. Louis Cardinal sweatshirts?

"Cardinal sweatshirts died a horrible death," Green said.

Sales of soccer equipment and shirts has increased significantly.

"There are more and more kids playing soccer in the area, and strong sales of soccer equipment has reflected that," Green said.

Jeff Wilkes, who is a regional manager for Toys R Us in Kansas City, said sales in Cape Girardeau are on the rise.

"Sales are up for the entire region and Cape Girardeau is on that same trend," Wilkes said.

Jewelry and toy stores depend heavily on the holiday shopping season. McGinty said 60 percent of his annual business takes place in the final two months of the year.

Wilkes said 64 percent of toy sales take place in the final two months.

"Sales in November and December can either make or break you," Wilkes said.

Famous Barr Manager Jo Sharp said her store has seen the most shoppers during weekends.

"With many households having two working adults, the weekend seems to be the best time," Sharp said. "Sundays have been very strong this year."

Jewelry, cosmetics and housewares have shown the strongest sales at Famous Barr thus far.

Rogers Jewelry Store Manager Martha Corn said diamonds and gold earrings are some of the hottest items this year. Rogers has been at West Park Mall just two months.

"They picked a good time to open up here," she said. "Diamonds are very popular and it seems like gold earrings are more in demand than they have been in some time."

Charles Hutson, who owns Hutson's Furniture Store in downtown Cape Girardeau, said he is experiencing an increase in sales this year.

"I think shoppers are more upbeat because of the economy," he said. "Our business is up. I have to assume this is the year to buy home furnishings."