Shoppers are making their lists and checking the prices twicethis holiday season.
Holiday sales are expected to increase 5.7 percent this year to$217.4 billion, according to the National Retail Federation.
NRF reports this will be the largest sales increase since1999.
Professor of retail marketing James Lowry said low interestrates, fewer layoffs and increasing job creation contribute toconsumer confidence.
"Prices have also been spectacularly low," Lowry said. "It makesa big difference to consumers. They'll be a little looser withtheir spending."
Lowry said he believes electronic equipment, personal computersand cell phones will be some of the hottest items.
According to NRF, the holiday shopping season officially beginsthis Friday with the day after Thanksgiving sales.
The Old Navy in Muncie expects to make $100,000 to $150,000 onFriday, manager Donald Taylor said.
The store normally makes $28,000 to $40,000 per day, Taylorsaid.
To prepare, Old Navy will have 60 staff members throughout theday, instead of the usual 40.
At Target, each department in the store organizes itself, guestservices manager Jennifer Clements said. Target hired its seasonalstaff last month, Clements said.
Even though it is Target's first holiday in its new location,Clements said she expects the store to be a "madhouse" onFriday.
"It will be like a mad rush of cattle coming into the building,"Clements said. "You'll be able to hear the people coming. The twobusiest areas of the store will be electronics and toys."
So far, the Hokey Pokey Elmo and Bratz dolls are the mostpopular toys at Target, Clements said.
Steve Norris, assistant manger of KB Toys, said the VideoNowPlayer by Tiger Electronics is one of the store's top sellers.
VideoNow Players are battery operated, hand-held video playersfor children. The players display black and white VideoNow programsfrom discs.
To compete, Lowry said he suggests stores provide additionalservices to make them stand out.
"It depends on the customer," Lowry said. "If consumers areelectronic nerds, they may go to the speciality stores. In general,people are more interested in electronic gadgets. They want all thelatest equipment."
To stand out from other retailers, Best Buy hired Lite Rock106.9 to entertain customers, Public Relations Director JamesBilskie said.
"It's best for people to come early," Bilskie said. "Peoplenormally start lining up around 4 a.m., but the store opens at 6a.m. on Friday."
Sophomore Brianna Belford said she plans to shop early on Fridayand spend more than she did last year.
"I'll wake up at 3 a.m.," Belford said. "I find which storeshave the best giveaways in the paper. We always hit up Targetbecause they give away free stuff. I usually spend about $300, butthis year I'll probably spend more."
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