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Top 10 Unique Christmas gifts shopping trends for 2011

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by Maureen Wallenfang  Nov. 7, 2011 found at postcrescent.com

From mobile apps to Black Friday’s move to midnight, the 2011 holiday shopping scene will change dramatically. In a preview of the season, the National Retail Federation's CEO Matt Shay and VP Ellen Davis offer 10 top shopping trends, taking into consideration the current uncertain economy, changes in shoppers’ spending habits and everyone’s love affair with technology.

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1. (Not such) great expectations

Holiday sales could rise just 2.8 percent his year to $466 billion. That’s about half of last year’s gains. Despite consumer skittishness and high unemployment, “The good news is that the third quarter GDP was stronger than expected and consumers contributed to that,” said Shay.

Local take: Retailers know you want to spend less. “It’s the new normal,” said Linda Muldoon, owner of Appleton’s Coventry Glassworks. “In 2007, people would come in and spend $100. In 2008, it was $50. Last year, $35.” Muldoon responded by adding unique, lower-priced gifts from fair trade sources.

2. Online sales continue to grow

“Nearly seven in ten online retailers expect their sales to grow at least 15 percent this holiday season,” said Davis. “There’s no question that the multi-channel shopper is the biggest opportunity for retailers.”

Local take: The 34-year-old Wire Whisk cook’s store in Grand Chute branched into multiple online channels with success. “Online buying is 50 percent of our business,” said Pat Mulloy, co-owner. “The bulk of our business online is as an Amazon retailer. We have several online venues, including our website.” Sales ramp up to 700 to 800 sales a day from Cyber Monday through Dec. 10. After that, heavy buying shifts in-store.

3. What have you done for me lately?

“Today’s consumer has high expectations. They already assume retailers will be offering low prices or strong promotions, and they want to know what they’re going to get on top of that,” said Davis. It could be quality, value, convenience, service, shorter checkout lines, layaway or better-stocked shelves.

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Local take: At Learning Shop in Grand Chute, co-owner Tom Merryfield says he keeps toy prices competitive, but perks are a big reason parents like the store. Service and ease of getting in and out are big, and free gift-wrap is the clincher.

4. Shelves are leaner

Back in 2008, retailers were caught unaware and many ended the season with loads of unsold goods. They’ve since pulled back. “Inventory levels are still very lean this year,” said Shay. “There could be shortages of the most popular products.”

Local take: All stores order carefully to avoid huge markdowns after the season. Last minute shoppers might see emptier shelves. “I don’t think anybody has brought in as much inventory as they have in the past,” said Merryfield.

5. You better shop around

“During periods of consumer uncertainty, people are maniacal about shopping around to find the best deal,” said Davis. Shoppers will visit discounters, department stores, clothing shops, electronics stores, craft stores and grocery stores. “People won’t hesitate to buy toys at a grocery store or stocking stuffers at a wholesale club.”

Local take: One email that’s making the local rounds right now encourages local gift buying to keep money in hometown pockets. It suggests unconventional sources. Instead of buying Chinese-made goods, it recommends getting gift certificates to local service businesses like restaurants, salons, auto shops or lawn care firms.

6. One for you, one for me

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“Six in ten holiday shoppers have set aside money to make additional non-gift purchases for themselves this season,” said Davis. “The average person will spend $130 on these purchases, an all-time high and a 16 percent jump from last year.” The J. Crew website’s slogan: “to you, from you.” Some self-gifting is prompted by seasonal deals on everything from snow blowers to small appliances.

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Local take: Shops like The Olive Cellar see a lot of self-gifting during the holidays. Customers don’t hold back. “During the holidays, 60 to 70 percent are buying stuff for themselves as well as gifts,” said owner Gordon Cole.

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7. Luxury and practicality blend

“The most popular items this year aren’t necessarily cheap, but they are appropriate to wear or use on a regular basis,” said Shay. That could mean a $200 Keurig coffeemaker or $400 watch. Forget about a seldom-used evening bag.

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Local take: At Willows Bend in Grand Chute, owner Leigh Rinehimer says she’s seen customers gravitate towards objects for the home that combine design with function. “We find that we sell a lot of beautiful platters and serving trays that can be utilized all year round.”

8. Black Friday moves to midnight

The day after Thanksgiving has become “a competitive free-for-all among retailers eager to nab those first holiday shoppers,” Davis said. Last year the number of people who shopped at midnight tripled. This week Macy’s, Kohl’s and Target announced midnight openings this year for the first time.

Local take: The Fox River Mall opened at midnight opening for the first time last year and found participating stores were jammed. “We’re doing the same thing as last year,” said John Burgland, the mall’s senior general manager.

9. Shoppers expect free shipping

Retailers have a love/hate relationship with it. “After all, somebody has to pay for the 20,000 people that FedEx is hiring this holiday season,” Davis said. “A record 92.5 percent of online retailers will offer free shipping his holiday season.”

Local take: To be competitive, local shops have to consider it. The Wisconsin-based Kohl’s chain, for example, always ships for free with a $75 minimum order. Last week it held a three-day promotion in which it shipped all but the bulkiest/heaviest items for 99 cents each.

10. There's an app for that

“Half of Americans with smartphones will use their devices for holiday shopping this year,” said Davis. Phones will be used to research products, compare prices, find store hours and redeem coupons. “Only 16 percent will actually use their phones to make purchases,” she said.

Local take: Expect to see a lot of shoppers staring downward into their phones. And as one surly shopper in the Grand Chute Menards found out the hard way last Black Friday, with all those smartphones out there, expect any bad behavior to be well documented and posted on YouTube.

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