The Enterprise / SouthOfBoston.com- November 24, 2006

Good Haul For Malls
By Jennifer Kovalich, Enterprise staff writer

Although she was among the throngs of people who flocked to the stores on Black Friday, Yvonne Brooks does not really like to shop.

The Stoughton mother of three prefers to buy items, mostly educational and learning software for her kids, online.

“I can get it done and over with,” Brooks said.

She went shopping Friday with her sister, Britannia Johnson, at Wal-Mart in Brockton, where Johnson specifically went to purchase a new television on sale.

Unlike her sister, Johnson, a victim of credit card identity theft, prefers to shop in person at the stores.

“It takes away the whole personal aspect of shopping with others,” Johnson said.

Holiday sales in Massachusetts this season are expected to increase 4.3 percent over last year, according to the Retailers Association of Massachusetts.

“Our local consumer confidence had a big increase back in October — energy prices, the stock market, job growth, income growth — all are positive signs,” Jon B. Hurst, president of the Retailers Association of Massachusetts, said Friday.

Hurst said shoppers in Massachusetts are expected to purchase at least one gift item online and use the Internet for research and comparison shopping.

While some shoppers stayed up late Thanksgiving for night owl specials at midnight Friday or hit the shops in the pre-dawn hours on Black Friday, the Internet equivalent of that is expected to kick into gear on Cyber Monday.

“We are expecting Cyber Monday to be even bigger this year than it was last year, with a potential for consumers to spend more than $20 million on that day,” Kathy Grannis, media relations manager for the National Retail Foundation, stated in an e-mail Friday.

“Free shipping and discounts being offered online have helped retailers generate more traffic both in stores and on their Web site this holiday season so far, and we feel good about the fact that this could still be a strong holiday season in terms of online sales,” Grannis said.

Online holiday retail sales for 2006 are projected to reach $27 billion, according to Forrester Research Inc.

Robert Burko, of EliteEmail.com, with offices in Toronto and Florida, said shopping online has lost much of its stigma of not being safe, attracting more and more shoppers.

“It's really coming into its own. The online economy has taken shape and matured,” Burko said. “Everyone is forecasting it's going to be getting bigger and bigger.”

Online shopping for just about anything can be quick and easy, and many gifts can even be sent wrapped and with a personalized card for the recipient, Burko said.

“If it can be sold, it's being bought,” he said.

Many people are also enticed to shop online by special discount coupons that are e-mailed to them. Burko said there has been a 700 percent increase in the volume of such e-mail going out to consumers. And many people who shop at particular stores are now also turning to those same shops online, and retailers are also pushing them there.

“They can still convert the same amount of sales, there is less chaos and it improves their efficiency,” Burko said.

Online shopping can also mean less elbowing the competition for prized presents, creating less of the 'I'll gouge eyes for the Tickle Me Elmo for my son,'” Burko said. “There is no limit to what some people will go to — there's less of that,” he said.

Though many in the online community are hyping Cyber Monday, the founder of Consumerworld.org says it's just that: a bunch of hype.

Edgar Dworsky, founder of Consumerworld.org and a former Massachusetts assistant attorney general, found some “doorbuster” deals online on Thanksgiving day at the Toys R Us and Circuit City Web sites, while stores were closed for the holiday.

“The real value would be if while the turkey's in the oven, we can all be on the computer and frankly not have to fight the 5 a.m. crowds,” Dworsky said Friday.

Elbert Kimpson and his sister-in-law, Renee Hilton, said they prefer to do their shopping in person.

They emerged from Toys R Us in Brockton Friday afternoon with several bags of presents, including plastic firefighter boots for Hilton's 18-month-old-son.

“He's going to look cute,” she said.

Looking over the bundles of bags in the back of Kimpson's truck, both said they still shy away from shopping online.

“I like to see what I'm getting,” Kimpson said.

Although Web site security has improved over the years, they are also still worried about being “swindled,” they said.

Although Horst, of the Retailers Association of Massachusetts, said consumer confidence shot up in October, Yvonne Brooks said she believes it is still not wise to spend too much given the economy. She will “focus” shop, buying only the things she really needs.

Another shopper at the mall said he is looking to keep his holiday spending to around $200.

Kimpson, too, is also looking to tighten his financial belt.

“Of course,” he said. “Everyone wants to spend less.”

Jennifer Kovalich can be reached at jkovalich@enterprisenews.com

Reprinted with permission. Archive Link.