Black Friday roundup: More people spending less

Stores were packed on this year’s Black Friday, but across the country wallets were a bit thinner.

While about 195 million people visited stores and retail Web sites over the Thanksgiving weekend — some 20 million more than last year — average spending was down.

The typical shopper spent $343.31, down from $372.57 in 2008, according to a survey from BIGresearch, an Ohio-based polling firm.

All told, Americans spent an estimated $41.2 billion, which is only slightly more than last year’s $40 billion. The findings were based on a survey of 4,985 consumers and were published by the National Retail Federation.

The decrease in spending per person falls in line with predictions before the weekend shopping spree kicked off.

Rising unemployment and lingering economic woes have led to dim forecasts for the holiday shopping season. The retail federation predicts overall spending will decrease about 1 percent from 2008, which was also a lean year for retailers.

With less money to go around, the lead up to this year’s Black Friday featured more competition among stores and their promotions.

Many opened earlier on Friday morning than in past years, and a few kicked off sales before Thanksgiving.

The early bird specials were a hit, according to BIGresearch’s survey. Close to one-third of shoppers on Friday — 31 percent — were at stores by 5 a.m. That is up from 23 percent last year who arrived at stores while it was still dark.

CAMPING OUT

While many began camping out Thursday night across Harlem Avenue at Best Buy and Toys ‘R’ Us, the wait had yet to begin at stores at the Cermak Plaza in Berwyn.

Employees at Office Depot, 7075 Cermak Road, said about 15 people were in line when doors opened at 5 a.m. on Black Friday. The first people in line spent the night, having arrived at about 11 p.m. employees said, waiting the six chilly hours overnight for a $300 laptop computer that was nearly half off.

By 11 a.m., the store was sold out of many of the marquee Black Friday items and shoppers were sparse.

Shoppers started camping out before 7 p.m. Thursday across the street at the Best Buy in North Riverside. Three tents were set up to keep warm and more than 20 people were in line for deals by 8 p.m., nine hours before the store’s 5 a.m. opening.

Target, Best Buy and other stores are opening earlier than ever Friday. Wal-Mart starting unveiling day-after-Thanksgiving sales on some items a week ago.

The picture wasn’t quite as rosy elsewhere in Chicago’s western suburbs. In St. Charles, the Charlestowne Mall seemed extraordinarily empty for Black Friday. The parking lot was half-empty during the late morning hours, and inside featured as many closed stores as booming ones.

James Gaddis, assistant store manager for Sears in St. Charles’ Charlestowne Mall, said at about 12:30 p.m. that while it was slower than the morning, his store was busy and still “kicking booty and taking names.”

Gaddis was not employed by Sears last year, but based on numbers, they’re doing better this year than they did last year on Black Friday, he said.

Gaddis said one big factor in Sears success is its layaway program, which allows customers to pay for an item over time.

“I think that the worst is behind us,” Gaddis said with regard to the shaky economy. “Sears will be fine.”

HOLIDAY SPENDING SEASON

However many big-screen TVs and digital cameras flew off the shelves this weekend, Black Friday does not always reflect how the end-of-year sales will fare.

Last year, the day after Thanksgiving drew more shoppers who spent more money compared to 2007. But the buying frenzy tapered off by the time the gifts were unwrapped a month later. Holiday retail sales in 2008 dropped 3.4 percent from 2007, a dip largely attributed to the economy.

Store officials at Stratford Square Mall in Bloomingdale said crowds on Friday were been busier than expected. At Carson Pirie Scott, lines were constant since the department store opened at 4 a.m.

Nora Sobecki traveled to Stratford in Bloomingdale from Chicago to take advantage of the sales. She made stops at all the department stores, including Carson Pirie Scott, Macy’s and Kohl’s.

“I paid in cash,” Sobecki said. “I had to budget because of the economy.”

Sobecki purchased a suede coat for 70 percent off, as well as a comforter with two pillows for $39.99 — an early bird special that was only available at Macy’s until 1 p.m.

Karen Fitzgerald from Algonquin met a group of family members at Stratford to begin their holiday shopping. She, too, traveled to all the department stores and said she found the best deals at Kohl’s.

As an employee of Northrop Grumman, Fitzgerald said she is a part of the Christmas Club at work. Each week, her employer takes a certain percentage of money out of her paycheck and releases it the first week in November.

“It’s the only way to go,” Fitzgerald said. “It’s hard to save otherwise.”

Elgin resident Nora Weiler is watching her spending this year.

“I’m on a budget this year, more so than last year,” Weiler said.

Although she is still using her credit card more than cash, she is making more of an effort to get the best deal.

“I’m more conscious about the coupons I get and going to the stores to use those coupons,” Weiler said.

Ankit Rawal of St. Charles is also his using credit card, but said he pays it off right away. While shopping at Geneva Commons on Black Friday, he said he is not on a tighter budget this year, but still might end up buying less while scouring for deep discounts.

“I feel like there’s less good deals this year than last year,” Rawal said.

Caroline Baker of St. Charles also is not on a budget, but has a disciplined approach to spending this holiday season.

“I just buy what I need and look for bargains,” Baker said.

Nancy Fuller, of Westmont, was looking for deals on laptop computers Friday morning at Office Depot in Westmont. She said she usually avoids the big malls on Black Friday, as they are just to crazy.

“I prefer going to the smaller stores and getting shopping done,” she said. “I will probably do some online shopping, too.”

As far as a holiday shopping budget goes, Fuller said she will spend about as much as last year, but that depends on what kind of deals she can get.

“So far, the prices on things I’m looking for have been a little better than I expected, so that is a good thing,” Fuller said.