It wasn't the traditional Black Friday scene in downtown Portage, but shoppers still spent money locally.

"There wasn't anyone camping outside when I opened at 6 a.m. this morning, but people have come and gone throughout the day," said Bret Esse, owner of Esse's Sports World.

Esse said that shoppers at his business had one thing on their mind.

"Anything Brett Farve is hot right now," he said.

Downtown business owners reported average holiday crowds Friday.

"We've had a few people here and there, very similar to last year," said Peg Napralla of The Mercantile. "Today's nice weather brings the shoppers out."

Friday kicked off a new effort by Main Street Portage to encourage downtown shopping. A visit to the Mercantile, 117 W. Cook St., will gain shoppers a holiday coupon bag full of bargains at downtown businesses.

"One of our best times is during the parade," said Bob Kluender, owner of Mr. K's Cards & Collectibles. "People come for the parade and visit the shops while they're here."

People were in agreement that the ailing economy has them paying close attention to the money they spend this holiday season.

"People are definitely cutting back on what they're buying," said Kluender. "Couples will come in and only buy one jacket where in the past both of them would leave with one."

Esse agreed.

"The economy is definitely affecting people’s buying," he said. "They’re buying smaller items and thinking twice about the bigger ones."

Shoppers in Lake Delton also said they would reduce holiday spending this year.

"Income is not coming in like it was," said Chicago resident Diane Picchetti, who was shopping at Tanger Outlet Mall on Friday. She said she’d cut spending by $200.

Piccetti is not alone. Forty percent of respondents to the America’s Research Group/UBS Christmas Survey said they’d reduce holiday spending.

Chicago resident Maryellen Yurick was accompanying Piccetti on a traditional family shopping outing. She said they come to Lake Delton every year, but knows this year her two older children likely won’t get what they want.

"They want everything that’s name brand, but you can’t afford to do it," said Yurick.

Job security is influencing the purchases Sauk City resident Stephanie Ballweg is making. Her husband, an electrician, has been laid off for nine months, she said.

"You really have to be aware of what you’re spending, and what things are really important," she said.

Given that, she admitted even with the loss of her husband’s income, the family bought a new television that they needed.

Most, but not all shoppers asked said they’d spend less. Stores are offering discounts designed to tempt customers into a purchase, which is what happened to Chicago resident Willie James. James said he usually doesn’t look for the bargains.

"Normally I don’t really care, but this year I wanted a (flatscreen) TV ... I thought I got a pretty good deal on it," he said.

He thinks he’ll spend more this Christmas
season, estimating he’d spent $1,000 already being only halfway through his shopping.

Signs at the Bass store advertised 50 percent off purchases before noon. After noon customers still get an additional 40 percent off, a special offer for the Black Friday weekend. Bass store assistant manager Lynette Koch said the discount is in addition to whatever price slashes are already on the merchandise.

"Our company’s just been very aggressive with the economy. We feel that they’ve been really aggressive trying to keep business going by offering discounts to our customers," she said.

Koch reported having a great turn out when the store opened at 11 p.m. on Thanksgiving.

"I think it’s been a good success. I hope it keeps going the whole weekend and through the holiday season. For all the bad things they’ve been saying about it (the economy), we’re very happy so far," she said.

Sixty brand-name stores in Tanger Outlet Mall opened by midnight Friday, said assistant general manager Tanya Dilley. The midnight opening was new this year. The mall advertised giving away $10 gift cards to the first 100 people in line at the mall’s administrative office and a free stuffed toy moose to the next 200. Dilley said items were depleted within the first 30 minutes of opening.

The number of shoppers estimated to hit the stores on Black Friday was down slightly compared to last year, according to a survey. The National Retail Federation reported an estimated 128 million people would shop on Friday, today or tomorrow. Last year it reported that 135 million people said they’d shop on Black Friday weekend.

 

kkirkpatrick|
@capitalnewspapers.com

745-3509