Buffeted by continued weak consumer spending, many local retailers are looking to this year's holiday season to provide a much-needed economic boost.
And while significant challenges remain, industry experts like Jan Harte at Washington State University's Small Business Center are cautiously optimistic that shoppers looking for holiday cheer amidst the recessionary gloom will open their wallets at area malls, boutiques and specialty stores.
"Consumers faced a lot of uncertainty last year, but now people feel more comfortable and are willing to spend a little bit more," Harte said.
Even with signs of a slight improvement in the economic mood over last year, retailers are leaving little to chance this holiday season, with many businesses unveiling new incentives and services to help lure customers.
For example, Vancouver Westfield Mall this season plans to launch its "12 Days of Shopping" program, offering mall visitors the chance to win shopping sprees, smartphones and restaurant gift cards. "We will be providing our customers with a different shopping experience," said the mall's marketing director, Jessica Curtis.
In addition to the mall's anchor tenants like Nordstrom and Macy's, the shopping center's kiosks are fully-booked for the holidays, with a sheepskin boot seller and a Brookstone among the new offerings, according to Vancouver Westfield general manager Connie Stankivicz.
While malls like Westfield focus on giveaways to attract consumer dollars, national chains like Wal-mart are offering other incentives like free shipping and the revival of a familiar institution from holiday seasons past – the layaway.
According to Harte, retailers are increasingly relying on their websites to drive business, with the largest example being Wal-mart's "site to store" service allowing customers to order items online to be shipped free-of-charge to area locations.
"The worry among all retailers – large and small – is that you do not want to get stuck with unwanted merchandise," Harte said. "Online services like Wal-mart help avoid that."
