Black Friday II: With gift cards in hand, shoppers descend on stores
Traditionally, Dec. 26 has been a day to return gifts that didn’t fit or weren’t to the recipient’s taste. But gift cards are turning the day into a shopping bonanza similar to Black Friday.
“The traffic is comparable,” said Chris Bastien, director of mall marketing at Waterford’s Crystal Mall, surveying a bustling sea of shoppers. “On Black Friday, you shop for others. Today, you shop for yourself.”
Gift cards are a big reason for that, he confirmed.
“Many people are here spending gift cards,” Bastien said. “It keeps our holiday sales momentum going.”
Widespread discounts offered by stores hoping to keep sales churning amid a struggling economy made gift cards go even further this year.
“The prices are good,” said Nick Messier of Plainfield, holding a bag that contained a new pair of Adidas sneakers. “I got shoes at half price.”
Standing near friend Sarah Cassell, Messier said they went to the Crystal Mall chiefly for post-Christmas returns, but the combination of gift cards in pocket and reduced prices on the racks prompted additional purchases.
“We figured we might as well do some more shopping,” he said, smiling.
Gail Mills of Griswold accomplished a two-fer — using a $50 gift card to buy a camera bag from Ritz Camera while supplementing presents to her grandchildren, including stuffing for their Build-A-Bear dolls.
