Thursday, December 9, 1982
Supplement to Daily Nebraskan
Page 13
Recession takes its toll on sales
but Christmas bells keep ringing
By Eric "Peterson
The spirit of peace and good will isn't the only thing
that fills the hearts of retailers with joy during the Christ
mas season, according to some arera merchants.
"For any retailer, it's certainly the biggest selling
season," said Jim Schall, manager of Thingsville, a gift
and specialty shop in the Centrum shopping center at
12th and 0 streets.
December retail sales in Nebraska increased 27 to 3 1
percent over November sales for the last three years,
according to figures from the UNL Bureau of Business
Research. The figures also indicate January retail sales
in Nebraska traditionally drop by about the same per
centage. Nationally, December retail sales jumped an average
of 21 percent over November retail sales in the last two
years, statistics from the U.S. commerce Department's
Survey of Current Business show.
Appliances, clothing, and toys sell particularly well
around Christmas time, UNL economics Professor Wal
lace Peterson said.
An official from Miller & Paine department store,
13th and 0 streets, confirmed that toys are a hot-selling
item during the Christmas season, especially novelty
items featuring characters like Smurfs or E.T. Doc Chaves,
Miller & Paine's director of promotion, said E.T. dolls,
"greeting cards, towels, light switches, you name it"
are all selling good.
Schall said the Smurf and also Garfield the Cat items
are selling well at Thingsville.
"Anything that's a licensed product is doing really
well this year," he said.
Chanves said that military toys are coming back in
style.
"Certainly, G.I. Joe has been revived," he said. "We
aren't selling them over and above anything else . . . now
they're just available and on the shelves."
One worry of area merchants is that the recession
may hurt retail sales and businesses and dampen the
usual December boost in purchases. Schall said the re
cession has affected sales at his store.
"1 would say we're selling a lot more of the inexpen
sive gifts this year," he said.
Oddly enough, luxury items have fared well despite
the recession and may continue to sell well during the
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Christmas season, UNL Economics Chairman Craig
MacPhee said. "The recession has not had as big an
impact on the wealthy."
The real question may be whether the nation is climb
ing out of the recession or not, MacPhee said.
"We may be pulling out and not knowing it yet from
the figures that we have."
Christmas sales normally are lower during a reces
sion, but MacPhee said that even if the recession con
tinues, sales might be as high as usual.
"People may spend more on holidays to forget their
troubles," he said.
Peterson said consumer confidence will determine
the level of Christmas sales.
"Obviously, a recession usually dampens sales . . .
but people may splurge a little bit just because there's
a recession," he said.
Inventory buildup of certain items like cameras, a
buildup caused by the recession, may temporarily lower
prices and increase gift purchases, he added.
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