Evanston retailers say they are optimistic about the upcoming holiday shopping season and hope that sales will increase from the holiday season of 2003.

“We seem to be trending slightly up from last year,” said Jim Pfitzer, manager of Uncle Dan’s, 700 Church St. “We have a better product selection than (we did) last year and we changed the format of our store, so we have more square footage for new merchandise.”

Pfitzer added that the weather in Evanston will affect his store’s holiday season sales. Uncle Dan’s offers a variety of cold weather items during the winter season, so a chilly fall season may boost sales.

Pfitzer noted the slight improvements in the U.S. economy and said this may attract more customers.

According to the U.S. Census Bureau, there was a 19.8 percent increase in total retail sales from November 2003 to December 2003. In 2002 there was only a 16.6 percent increase in retail sales from November to December.

Individual clothing stores also saw an increase in sales from November to December in 2002 and in 2003. From November to December 2003 there was a 45.4 percent increase in total sales, up from a 43.9 percent increase over the same period in 2002. The sales increases from November to December represented the most drastic month-to-month change in both 2002 and 2003.

Northwestern economics lecturer Mark Witte said holiday sales vary every year, and this is a problem because holiday sales are responsible for the massive consumer spending during the fourth quarter. As a result, analysts are very nervous as they wait for the numbers to come out.

The war in Iraq will not have a big effect on holiday sales, Witte added.

Thanasi Zacharopulos, manager of The Gap, 1706 Sherman Ave., said the “back to school” and holiday shopping periods are two of the busiest times of the year for his store.

“Two holiday seasons ago was as crazy as I’d ever seen the store,” Zacharopulos said. “There were people everywhere.”

Gail Robinson, owner of Marly Chocolates, 527 Davis St., said she expects her sales to increase by a small percentage during the 2004 holiday season.

Robinson said as a result of the war in Iraq and a general feeling of uncertainty, there may be an increase in overall gift-giving.

“During times of trouble, chocolate is a feel-good gift,” she said. “Buying chocolate helps people themselves and others feel better.” T

Reach Jason Prager at [email protected].

Retail Red Flag

* Despite strong sales on Friday, overall sales for the holiday weekend failed to meet analysts’ expectations

* The International Council of Shopping Centers said November sales will be up only 2.5 to 3 percent over last year; they initially forecast a 3 to 4 percent increase.

Source: The Associated Press