INDIAN RIVER COUNTY – Though there were deals to be had and some diehards started before dawn, by mid-morning Black Friday shoppers were out, but not in force according to one seasoned observer.
Indian River County Deputy Robert Ryan planned on spending all day at the Indian River Mall, making sure shoppers behaved themselves.
“I’m here at the mall for a 16-hour shift,” said Ryan. “At 5 a.m. it was really busy, but right now (8:15 a.m.) it’s no busier than a normal Friday night.” Retailers were hoping for a robust turnout as Black Friday marks the start of the Christmas shopping season and many retailers use Friday’s sales figures to gauge how their holiday sales might develop.
Locally, bargain hunters were out early, the Best Buy on Route 60 had a line of about 40 shoppers by 10 p.m. Thursday night, though some Black Friday regulars said it looked like fewer people were willing to brave the chilly temperatures that dipped into the 40s overnight than had come out the year before.
According to a recent survey, 52 percent of the people polled planned to shop today — up from 42 percent last year. But what is bringing people out, may not be the best for the bottom line of retailers. Many are shopping, but looking for steep bargains.
The Walmart on Route 60 was packed with holiday bargain hunters on Friday, but some shoppers were already finding hot-ticket items sold out by mid-morning. Retailers have warned they might not be stocking their shelves as heavily as last year in an effort to match inventory with demand to avoid being forced to offer deep discounts to move merchandise.
Retailers on the whole depend on the holiday season (Thanksgiving through Christmas) for about 25 percent of their annual sales, according to Erik Gordon, a marketing professor and retailing expert from University of Florida.
On a national level, last year’s sales during the November-December period were the worst in more than 40 years. Here in Indian River County, last year’s drop in holiday shopping can be traced to the steady climb of unemployment. Since September of 2006, the unemployment rate has climbed steadily from 5 percent in ’06 to 7.1 percent in ’07 to 10 percent in ’08 and a whopping 15.2 percent this year.
But while those sobering statistics indicate folks may have to cut back on their list, buyers can still be found.
At 7 a.m., the outlet mall, which saw some stores open for a Midnight Madness sale, had a steady stream of customers, but front row parking spots were readily available. Best Buy was crowded with people looking for low prices on flat panel televisions and sub-$200 notebook computers at 7:30 a.m. The Indian River Mall was busy at 8 a.m., but not congested. By 9 a.m., Staples had average foot traffic for a Friday.
One person looking to shop was Cloud Broomell of Tampa. Broomell, a Sebastian River High School graduate, is in town celebrating his 29th birthday.
“I won’t buy unless it’s a really good deal,” said Broomell as he was picking out gifts. “If it’s less than 50 percent off, I won’t be interested.”