Germantown Retailers Optimistic About Christmas Sales

Germantown retailers are hoping customers will spend, spend, spend this season, despite a weak economy. Emma's Closet, a consignment shop on Frederick Road, is trying to boost business with half-off sales on selected items throughout December.

"Each week, we do a different special via Facebook and we will be doing a come-back promotion where they spend a certain amount of money and get a store credit to use in January," said Jill Levin, owner of Emma's Closet.

Levin said she has seen an improvement in holiday sales.

"Sales have been better this year," Levin said. "I think that with the economy still not where it was years ago, people are looking for ways to save but still get great items for the holidays."

Toys and clothing are popular at her store but "big-ticket items go very quickly, such as train tables, foosball tables, activity toys and more," Levin said.

William Kohler, manager of Tina's Consignment Shop on Muddy Branch Road, said he hasn't seen a significant increase, but sales for this year's holiday season are "about the same or better." Kohler said the fastest selling items are toys, clothing and furniture.

While some stores have seen more sales, retailers are still seeing the effects of the down economy.

"If you don't have a job, you don't have the money," Kohler said. As of October, Maryland's unemployment rate was 6.9 percent, compared to 7.2 percent in October 2009.

The Maryland Retailers Association is predicting this year's holiday sales to ride as much as 2 percent, compared to last year's holiday season. In 2009, retail sales nationwide dropped 3.9 percent during the worst of the recession, according to the National Retail Federation. The National Retail Federation is predicting $447.1 billion in Christmas season sales this year.

The prediction for Maryland is based on a survey of retailers, who have been hiring more salespersons this holiday season than a year ago, the Maryland Retailers Association reports.

"Retailers are guardedly optimistic that the economy has finally turned the corner to recovery," said Patrick Donoho, president of the Maryland Retailers Association.

Kohler said shoppers are doing a lot less browsing and a lot more grab-and-go shopping.

"I think they're more precise" this year, Kohler said. "There aren't as many wandering shoppers."

According to The National Retail Federation, an estimated 138 million shoppers sought out sales on Black Friday this year, compared with 134 million last year. Germantown retailers Target and Radio Shack declined to comment on their holiday sales.