lehighvalleynews

Retailers brace for tough spring

Author: John Craven, Reporter, John.Craven@wfmz.com
Published On: Jan 09 2012 07:42:57 AM EST

retailers brace for rough upcoming months

CENTER VALLEY, Pa. -

The nice weather may have had people out shopping this weekend, but now that the Christmas rush is over, analysts expect the next few months to be particularly rough for stores.  Lehigh Valley retailers are hoping to combat the gloomy forecast though.

 At Sage in the Promenade Shops at Saucon Valley, you may see the names Vera Bradley and UGG, but the one word you see, over and over, is "sale."

 "The prices are like 70, 75 percent discount," said shopper Barbara Hottle of Fogelsville, Lehigh County.

 Sales are exactly how retailers are hoping to keep customers coming after the holiday rush.

 "It's post-Christmas, people want to get a deal," said Sage co-owner Rachel Haddad.

 If you've got the money, now is the time to shop.  Most retailers discount winter merchandise 30 to 75 percent after Christmas.

 "There's a lot of bargains going on," said shopper Valerie Reidout of Kutztown.

 In spite of the good deals, retail analysts expect this to be a particularly rough winter.  Retail consultant Jan Kniffen told Reuters she expects customer traffic to decrease up to three percent over last year.

 Analysts expect strong sales through late January, as people use up gift cards and take advantage of deep discounts.  Once those holiday credit card bills come rolling in, though, analysts expect people will stay at home.

 Locally, retailers do have one thing going for them.

 "The weather has absolutely cooperated with us this year," said Haddad.

 "I knew the weather was going to be beautiful, so that really sparked me to be motivated to come down and shop," said Reidout.

 Stores like Sage are hoping Facebook pages and e-mail blasts about sales and in-store events will lure people in.

 "I'm sure they'll do all kinds of marketing they can to get us in here," said Hottle.

 If that's not enough, spring merchandise -- to go along with this spring weather -- is right around the corner.

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