Vouchers Fuel Business for Some Retailers

For some retailers, it’s Christmas in February.

Since last month’s earthquake, San Fernando Valley merchants have enjoyed a boom from customers with American Red Cross vouchers, prompting comparisons to the December holiday rush.

“I’ve had days when I have closed and have had $10,000 to $11,000 in vouchers,” said Dean Gasaway, cashier supervisor for the Target store on Balboa Boulevard in Northridge.

“It’s worse than Christmas,” said Julie Roberts, a Target cashier. “People are driving around the parking lot looking for a space.”

The vouchers are distributed by the Red Cross to victims of the Jan. 17 Northridge quake to replace damaged or lost essential goods. The victim can present them to participating merchants, who are reimbursed by the Red Cross.

In the Valley, the range of merchandise being bought with the vouchers is as diverse as the area’s residents.

At the Northridge Target store, Lisa Garcia, 25, filled up five shopping bags with $450 worth of clothes for six people. The items ranged from Aladdin shirts to sneakers.

“We weren’t able to get anything out of our apartment,” said Garcia, a mother of two who had lived in a Van Nuys apartment with her sister, niece and mother. “It’s just like starting all over again.”

Although there are other department stores that accept Red Cross vouchers, Garcia chose Target because “we wouldn’t be able to get as much at the other places as we would here.”

Due to the voucher rush, Gasaway said the store has hired about 20 new employees since the quake, with more on the way. Other stores that take Red Cross vouchers, including Home Depot in Sylmar, have also hired additional employees to deal with added business.

Furniture is a hot item in addition to clothes. In North Hollywood, Simply Discount Furniture manager Vic Asher said he has received about 25 vouchers “usually (worth) over $1,000” since the temblor.

“You name it, we’re selling it,” Asher said. “Sofas, cocktail tables, dinette sets, kids’ beds. We’re refurnishing whole homes.”