Omaha retailers say warmer weather is boosting year-over-year sales of St. Patrick's Day items as winter-weary shoppers crave an excuse to celebrate.
But merchants aren't convinced shoppers' spending of the green signals a quick return to luckier days, especially because items for Wednesday's holiday are an affordable splurge, whether for a 99-cent “Kiss Me, I'm Irish” button or a $17 green Husker T-shirt. (Yes, green, not red.)
“I think they're tired of being cooped up, and they want to get out and see what's new,” said Marti Salyers, manager of Lawlor's Custom Sportswear at Oak View Mall. “I'm not sure if it's an indicator of the economy, but it's a start.”
According to the National Retail Federation, which surveys consumer spending plans for each major holiday, people celebrating St. Patrick's Day will spend a little more this year on decorations, party favors and green attire. Spending will average $33.05 this year, compared with $32.08 last year.
While that's a modest increase, it departs from the trade group's previous holiday survey for Valentine's Day. Respondents to that survey said they planned to spend an average of $3.88 less than last year.
Lori Doyle, an Omaha mother of three, said she's spending about the same amount on St. Patrick's Day items as in the past.
“We'll probably spend $30 this year on wigs and things like that for the parade,” Doyle said, referring to Saturday's annual parade in downtown Omaha.
Doyle, who was shopping last week with her children at Nobbies, said they participate in the St. Patrick's Day event every year.
Checking her existing stash of green garb before hitting the stores, Doyle decided she could afford to supplement her supplies with a few new items. But the family's budget remains tight, she said.
Doyle was laid off a year and a half ago from her management job, she said, leaving her husband as the sole income earner for about six months until she picked up a temp job.
While the economy shows some positive signs that consumers are spending more, Doyle said that isn't the case with her family in terms of overall spending.
“I'd say we're cutting back.”
Larry and Judy Brown, on the other hand, don't normally spend any green for the green holiday, but this year they planned to spend about $25.
The Omaha couple planned to throw a St. Patrick's Day party for their three grandchildren and were buying green mugs, beads and other decorations. Neither warmer weather nor optimism about the economy influenced them to spend. Their motivation was simple: the grandkids.
“I'm not happy about the economy,” Larry said, warning that he might launch into a political discussion.
Happy or not, people are itching to get out, several retailers said. And St. Patrick's Day requires little cash outlay, they said.
Sally Bishop, Nobbies' floor manager, said foot traffic at the store increased with the temperature. So did sales of St. Patrick's Day apparel, wearables, balloons and giftware, although she declined to provide specific numbers.
The holiday sales increase is part of what Bishop sees as a larger trend: People have a little more money to spend, and vendors are starting to introduce new items.
A retail recovery is under way, Bishop said, and St. Patrick's Day sales are part of it.
With sales already up, the natural cycle for St. Patrick's Day business has made her even more optimistic. Bars have bolstered sales so far, because they buy decorations in bulk several weeks before the holiday, Bishop said. Bar patrons and other revelers will provide a last-minute boost, she said.
“The day before St. Patrick's Day all of our beads are 98 percent gone.”
Other standards include flashing earrings and necklaces, “Happy St. Patrick's Day” paper plates and napkins and confetti in the shape of shamrocks.
At Mangelsen's, a 2-foot-tall inflatable cooler in the shape of a beer mug is among the most expensive items at $14.99.
There are also green feather boas ($7.99), glitter shamrock body jewelry (99 cents) and orange self-adhesive facial fur ($4.99 for sideburns, brows and chin patch) that comes with a warning on the package: “Caution: orange facial fur may cause Irish accent.”
Marla Mangelsen, manager of the party department, said sales of green-holiday wares are up about 10 percent.
She attributes the increase to people's desire for spring after a long winter. St. Patrick's Day always is a popular holiday, Mangelsen said, but this year people especially might turn to it for an excuse to party, despite tight budgets.
“Maybe they're watching their pennies elsewhere,” she said. “But they love to go out. ... They're in the mood for spring.”
Customers at Suzan's Hallmark store at 12107 West Center Road are still pinching pennies, said manager Colette Halper.
Most popular this year were the 99-cent St. Patrick's Day cards, she said. An eight-foot section of 99-cent holiday cards was half gone early last week.
That's no huge surprise, Halper said. Her store's main customers, in their 50s to 70s, love to send cards. And the tough economy highlights people's need to connect with family and friends, she said.
This year Halper ordered half the amount of St. Patrick's Day inventory, including shamrock-covered shot glasses, fairy figurines and stones inscribed with Irish sayings. The conservative ordering reflects her economic outlook: Sales overall are even to slightly up, but she doesn't expect that one good holiday season will signal a quick rebound.
“I don't think we'll find that out for months, but I think it's a good sign. I think it eventually will turn around, but I don't think we're there yet.”
She does, however, notice a change in shoppers. They still watch what they spend, but they are looking more.
“I think people are not as doom and gloom as they were a year ago,” she said. “They see a little more light.”
Contact the writer:
444-1183, christine.laue@owh.com
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