Today is the last full Saturday to shop before Santa makes the rounds, and retailers plan to cash in big on shoppers who, according to the National Retail Federation, bought largely for themselves in November.
That makes today, dubbed by many retailers "Super Saturday," a day of shopping sprees second only to Black Friday.
"We're geared up, we've got everybody scheduled and we're expecting a lot of customers," said Marty Smith, manager of the JCPenny at Hamilton Place mall. "Every day from here to Christmas, it's going to be a big day."
The National Retail Federation expects holiday shoppers to spend $469.1 billion this season, up 3.8 percent over last year. That's a good deal higher than the average annual increase of 2.6 percent, but still lower than the 5.2 percent jump retailers saw in 2010.
Still, consumers are expected to shell out billions over the next week as shopping days dwindle. Brandy Whaley, general manager of Walnut Square Mall, said she suspects the shopping season grand finale is a product not just of procrastination, but of pay periods.
"Any weekend after the 15th is always a great shopping weekend," she said. "That's the last paycheck a lot of people will get before the holiday."
Traffic has been steadily climbing in her mall all week, with a noticeable bump Friday, she said. She expects an even bigger spike today.
Bryant Stevens did his part to bump Friday sales in the area. He and his wife Anita were shopping for family gifts at Hamilton Place mall, but didn't plan to come back out today. The deals are definitely strong, Stevens said, but other shoppers can make browsing a bother.
"The problem is finding what you want," he said. "It's the same drill every year.
We drove around for ten minutes trying to find a spot and we had to park all the way out," said Christine Lovely of Valley Falls, determined to get all of her Christmas shopping done on one day.
"I had to go around in circles for about an hour," said Carmen Gonzalez, of Germantown.
Like swallows returning to Capistrano, shoppers return to the mall in flocks, especially on Super Saturday, when shopping days are dwindling and mob scenes are inevitable.
"I don't really mind because I love to shop," says Liz Soto, of Gloversville.
"It doesn't really bother me," said Justine Diaz, of Oneonta, "I expect it when I get here."
"It was real stressful just doing the last minute shopping," said Jovani Cabrera, of Rensselaer.
Kayla Avery, of Fonda, speaking about the crowd, said, "Some people can be rude but you just try to work around it. Everybody is kind of chaotic and with the economy I think that's why a lot of people are like this."
What ever mood shoppers are in, the National Retail Federation expects them to spend $469 billion this season -- up 3.8% over last year.
"I'm spending a little more this year," says Soto, "I have more people to buy for."
Many retailers will tell you, any weekend after the 15th is great for shopping because people have received their last paycheck before the holiday.
Even though Thanksgiving weekend resulted in record sales, the drop off over the following two weeks was the biggest in more than a decade. That's why this coming week is such a big deal for retailers.
With that in mind, retailers are offering huge discounts: 40%, 50%, 60%, even 70% in some stores.
"I made out very well," said Christine Lovely. "I didn't even spend half the money that I brought."
It's not just sale prices that are designed to lure holiday shoppers. An audience with Santa breaks up a kid's monotony and replaces it with a childhood memory. There are also holiday gift wrappers who make things worry free for shoppers who have neither the time nor the patience to do it themselves.
The NRF also points out that for every dollar in sales stores take in this holiday season, they'll give back about ten cents in returns. In better economic times, that number is usually about seven cents.
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