VALLEY WEEKEND : After the Frenzy--Time to Assess Strategy

Every year about this time, I evaluate the strategies--both successful and blundering--that I used in shopping for gifts.

The biggest mistake was waiting until Christmas Eve day to make book purchases. Fatigue had taken over so the upscale Larchmont Boulevard area seemed faster and easier. It was, but it also was more costly--$30 more than Crown would have been.

So once again, it’s time to put at the top of my shopping resolution list: Prepare well in advance. Last-minute shopping means pressure, pressure leads to fatigue and fatigue to a cavalier attitude that encourages you to spend more money than you intended just to get the whole thing over with--not a proper frame of mind for the successful bargain hunter.

But other purchases were based on sound shopping strategies.

First, whenever possible I went directly to the manufacturer or wholesaler. For gifts and holiday decorations, the manufacturer’s outlet store of General Wax and Candle in North Hollywood offered big savings. Athena International, a wholesale distributor in Venice, was a fabulous source for elegant and unusual gifts at wholesale prices and below.

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Purchasing items out of season when the prices are slashed is another good strategy. By buying now for next December, I realize hefty savings. But I’m careful to avoid the trendy items, and go for the classic designs that won’t be out-of-date by next year.

Trendy isn’t an issue with holiday decorations and wrapping, and buying them now means I’ll be feeling pretty smug come December 1996. The smart shoppers may have already siphoned off the pick of the crop, but there are still some good deals to stash for next year.

Some of the best bargains I found last year were at the Price Club, but I had to ask my son-in-law to make these purchases because my membership had expired. New resolution: Rejoin the Price Club.

What I feel the most triumphant about is that not one of my purchases is going to appear on any credit card at any time. For those who can’t be trusted cruising the mall with a wallet full of credit cards, I will pass on the best advice I ever received for dealing with this problem during the holidays or any other time of the year: Stick those plastic passports to bankruptcy in an ice tray and keep them frozen to be used only in case of an extreme emergency.

* WEEKEND SUPER SALE: The best sales are usually at those stores that have great deals all the time, like Deals in Studio City. Right now all ornaments, wrapping, etc. are 50% off their already heavily discounted prices. The same half-off applies to some very handsome copper gift ware. Wrought iron items are also marked down 50%, and there’s another 25% off for all picture frames with glass. You could complete your entire gift list for next year in just an hour or so here. On Saturday and Sunday, there’s nourishment in the form of bagels, doughnuts and coffee, all on the house. Deals, 11530 Ventura Blvd., Studio City. (818) 985-6555.