Season of cautious optimism
With the holiday shopping season near, retailers in the Yuba-Sutter area are saying “cautious optimism” almost as much as they’ll be saying “Merry Christmas and Happy Holidays.”
Though no one’s likely to mistake shopping trends this year for a carefree spree, business owners said their sense is that consumers believe the worst of the economic downturn is in the rearview mirror, and it’s time to open up the wallets again.
Just not too much, and not too quickly.
“We would love to be terribly optimistic, but we have to take it day by day,” said Tracy Schellner, owner of D Street Mercantile in downtown Marysville. “We may be seeing fewer customers, but the ones we’re seeing are shopping, spending customers.”
Lois Chick, owner of Chick’s Fine Gifts in downtown Marysville, said she’s trying to be gentle in her marketing and not push Christmas sales until after Thanksgiving.
“Shoppers are well aware we’re not out of the woods yet,” she said. “They’re going to be buying much more cautiously.”
But she and Schellner both pointed out buying of any kind is better than the alternative. With both local stores and larger chains such as Mervyns and Gottschalks closing in the last year, retail’s tough haul is obvious.
Still, Yuba Sutter Mall marketing manager Junell Johnson said she’s encouraged because every in-mall kiosk is rented for the holidays, and there are few empty storefronts.
