SHOPPERS OFF TO GOOD HOLIDAY START

Consumers will spend from $800 to $1,100 each during the Christmas holiday shopping season.

They're already off to a good start.

The nation's retailers -- from discount chains to upscale department stores and toy stores to sports shops -- have been hearing the jingle of cash registers for the past month.

With Thanksgiving falling on Nov. 28, the official holiday shopping season was shortened to 26 days before Christmas.

People started buying strongly in early November, and the weekend following Nov. 28 was one of the best in recent years.

"Our parking lots were crowded last weekend and are still crowded," said Suzanne Yoder, spokeswoman at West Park Mall. "We talked to merchants earlier this week, and they were pleased compared to last year."

Yoder said, "We may have had as many people here last year, but we're seeing more buyers this year. People were leaving loaded down with packages."

The mall is also seeing more Southeast Missouri State University students this years.

A van shuttle provides transportation from the university to the mall from 11 a.m. to 5 p.m., said Yoder.

Crowds are flocking into Venture, where every 50th customer receives purchases free.

"We've had some fun with this," said Venture manager Rick Hessenkemper. "Free purchases have ranged from a couple of candy bars to $200 worth of merchandise."

The program, which continues through Sunday, started Nov. 29, in all 113 Venture stores.

Retailers everywhere are reporting stronger-than-expected sales since Thanksgiving, leaving them hopeful sales will eclipse the dismal Christmas of last year.

"We had one of our biggest Thanksgiving weekends in years," said Dan Elkins, of Hecht's Store in downtown Cape Girardeau. Elkins, president of the Downtown Merchants Association, said Hecht's stores in Paducah, Ky., and Carbondale, Ill., also had good sales."

People are out in bigger numbers in downtown Cape Girardeau. Elkins said, "Many of them are buying."

The reports are basically the same from Town Plaza Shopping Center and Cape West Business Park.

Not only were the Thanksgiving weekend's sales numbers better, but many retailers said shoppers were more enthusiastic about spending.

Times are better, said one shopper at West Park Mall. "Last year I didn't do much shopping at all. The economy was so bad." Friday the shopper had purchased a new artificial Christmas tree and ornaments to put on it.

Numerous shoppers were purchasing gifts for the family. Toy retailers had a strong weekend. Nationally, Kay-Bee Toys Stores reported "double-digit" increases from a year ago. A number of national stores reported high single-digit increases last weekend.

Pat Binder, of Consumer Credit Counseling Service's St. Louis office, said the shorter season didn't seem to matter.

"People are allowing a certain amount to spend and they will spend it, whether it's 26 days or 30 days," she said.

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

Meanwhile, Card Trak, an independent consumer spending trends organization in St. Louis, in its survey of consumers, says the average consumer will spend about $1,100 during the period between Thanksgiving and Christmas.

Surprisingly, consumers with credit cards spend 40 percent of their annual card purchases between Thanksgiving and Christmas.

Consumer Credit Counseling Service (CCCS), a non-profit, free credit counseling service in Cape Girardeau, says holiday spending now could create some problems next month.

Pat Soileau of the local office at 1606 Independence offers some common sense tips to avoid overspending during the holidays: "Set a realistic budget, and stick to it. Make a list of what you want to purchase for each person before you go shopping."

Soileau suggests leaving credit cards and wallet at home and go shopping for ideas first.

"Scour the ads and compare prices to get the best bargain," she said.

CCCS recommends pro-rating the budget throughout the entire year, setting aside dollars for additional spending over the holidays.