Bailey Porter
Editorial Director
You can rely on retail stores to keep you on track for Christmas shopping this holiday season. Most stores have their holiday merchandise and decorations prominently displayed soon after we fold away our Halloween costumes and start making plans for Thanksgiving dinner.
Di Di Jeans located on Third Street in La Verne stocks their Christmas merchandise in mid October.
“We have to pay for it in July, and if we just sit on it we lose storage space and money,” said Andrea Toste of Di Di Jeans. “You never want to sit on merchandise, but we hold off as long as we can.”
Most stores receive their holiday products in July and August so it is necessary for the stores to start selling as soon as they can.
Janet Manley, owner of Candlestick, Linen and Soap Factory, said since this is the first Christmas season for her store, she does not have any expectations for sales.
She does not focus much on one holiday or gear her shop towards any one season, she said.
Instead, she relies on people’s interest in shops like those lining D Street.
“People seem to like specialty shops, and I was really busy the week before Thanksgiving,” she said.
However, Victoria Gardens, the new mall in Rancho Cucamonga, could take away a lot of customers from the local businesses, she said.
“This is a weird year for businesses. Sales seem to be early this year,” she said.
Verdena Dunkley has worked at Ellsworth Stationary on D Street for nine years. She said the Christmas season brings in at least twice as much business.
Stepping into Ellsworth is like stepping into a decorated house.
There are white, twinkling lights bordering the windows, an array of Christmas trees displayed in the windows and treats offered to customers. Most of the decorations go up right after Thanksgiving.
“I did the decorations and I really love it.” Dunkley said. “That doesn’t make me not want to do it at home too.”
Ellsworth displays merchandise as decorations, which is the main way they sell their items, she said.
For example, the trees are decorated with ornaments available to buy.
The customer response to early decorating and shelving of Christmas items varies according to local businesses.
“We have some customers who are like ‘Ugh, Christmas already,’ but others who ask about the merchandise in the summer,” Toste said.
Bailey Porter can be reached at porterb@ulv.edu.
