Sales of Christmas Lights Are Sparkling

No, it’s not your imagination. There are more San Fernando Valley homes and businesses decorated with Christmas lights this year than last.

Retailers report that light bulb sales have increased as much as 30%.

“Everything is selling well this year,” said Robert Yepsen, Northridge K mart manager, who explained that his store put Christmas bulbs and ornaments on display the first week in November, expecting the supply would last until about a week before Christmas. “Our allotment for the year is 75% depleted already.”

Retailers are reluctant to credit any particular item for the improved sales this season, but they point to a strong economy, dimming memories of power shortages and mild weather conducive to hanging outside lights. They say there is a trend away from traditional large lights and toward electrically frugal “midget lights,” available in regular and “twinkle” models.

The fastest-selling new product, retailers say, is a variation of a twinkle light marketed by General Electric as Gala Lights and by others as “chaser sets.”

Introduced during the 1988 Christmas season, each package of electronic lights comes with as many as 140 bulbs and a rheostat, allowing the user to create an effect similar to a moving arrow on a neon sign.

“They’ve been a huge success in the marketplace,” said Steven Willensky, of GE’s Consumer Specialty Products Division in Cleveland. “This is shaping up to be the strongest season we’ve had in at least the last five years.”

“We’re selling lights like crazy,” said Kerry Baichtal, manager of Target’s Ventura store, “including outdoor plastic Santas, candles and toy soldiers. If there’s a light bulb in them, we’re seeing brisk sales.”