Retailers' incentives reel in steady throng on Black Friday

Nov 29, 2008 (The Herald - McClatchy-Tribune Information Services via COMTEX) -- TGT | Quote | Chart | News | PowerRating -- Shoppers of all ages were lured from their beds early Friday by retailers' promises of heavily discounted items and free money.

Joshua Hilkin, 17, of Rock Hill was first in a long line waiting for a free $50 gift card at the Rock Hill Galleria. He'd waited in line since 8 p.m. Thursday to make sure he got a gift card.

At 5 a.m., mall officials gave the first 250 people in line a gift bag containing coupons for mall stores and a $50 gift card, which can be used at any mall merchant accepting American Express.

"I want to get my girlfriend a gift," said Hilkin, a Northwestern High School student.

Many mall customers, some with bundled-up children in tow, said they were upset that they did not get a gift card after waiting since the night before.

Among them was Andrea Perry, 27, who was hoping to get a gift card to help buy Christmas presents for her three children.

Perry, who arrived at the mall about 10:30 p.m. Thursday, said just before mall officials gave out gift bag claim numbers to the first 250 people standing in line, many people from the back of the crowd began breaking in line. Perry, who said she only had $60 saved for Christmas gifts, was pushed to the back of the line and didn't get a card.

"Unfortunately, there's more people out there than there are gift cards," said Jeff Kirby, general manager of the Galleria.

At Target in Rock Hill, shoppers began lining up at 2:30 a.m., said manager Jim Dewey. When the store opened at 6 a.m., the line stretched past the length of the store. Dewey said the crowd was larger that he'd anticipated.

Dewey said the electronics and toy departments would probably be the busiest areas. Many shoppers were lured by deals that included Target gift cards with some purchases.

Within minutes of entering the store, Target customers, already with full buggies, were waiting in checkout lines that extended down the store's front hallway.

Many retailers fear the shaky economy might cause shoppers to curb spending this year, so more incentives are being offered to entice buyers, said Laura Ullrich, Winthrop University assistant professor of economics.

"Retail spending hit an all-time low in October. Retailers will try anything to get people in the door," Ullrich said.

In addition to loss of jobs and inflation, economic uncertainty has many consumers finding ways to cut spending on gifts this year, said Richard Clodfelter, retail business professor at the University of South Carolina.

"We are not officially in a recession yet, but it's hard for people to be confident that we are going to come out of this if were not even in it yet," Clodfelter said.

Many Galleria shoppers said Friday they will be spending less on gifts this year.

Chrystal Randolph drove from Chester at 3:30 a.m. to get in line for a gift card because she said she doesn't have any extra money for gifts this year.

"Usually, I would have been spending money by this time," she said.

Randolph, 26, said the economy coupled with preparing to move out of state has nixed her gift giving.

"I won't be spending anything this year on anybody. Hopefully, they will still be happy to see me," she said.

Early morning Target shopper Debra Shannon, who came to the store to buy a camcorder, said she will be buying for fewer people this year.

"I'm just looking for bargains. I'm hoping the retailers will have come down on their prices and make things more affordable," she said.

Yvonne Freeman, 52, said she also isn't buying as much this year. Freeman said she is a thrifty shopper.

"I'm not a big spender. I squeeze a dollar like I'm squeezing the life out of it," she said.

If buyers do decrease spending as many economists predict, some smaller retailers might find themselves going out of business, said USC's Clodfelter.

"These months make it or break it for small retailers," he said.

However, some store managers, such as Hibbett Sports manager Cameron Crawford, said they don't think the economy will decrease buyer spending.

"It's always busy. Even though the economy is down, people will be out looking for deals," he said.

A few shoppers said they will be spending about the same as last year.

"We never spend a lot anyway," said Sue Williams of Rock Hill, who was with her 16-year-old daughter, Angela. "Fifteen dollars is enough to spend on somebody."

Williams, 51, who works two jobs, said she also will continue to buy gifts for those who are less fortunate.

"I like to spend for other people that are in need," she said. "I will be spending about the same on that."

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