A Look at What’s in Store

It’s beginning to look a lot like Christmas. Actually, it’s been looking that way since before Halloween, with holiday merchandise appearing on shelves and festive decorations filling stores around the San Fernando Valley and around the country.

You can buy yuletide dish towels at Target, stockings featuring Pooh and Tigger at the Disney Store and a dizzying variety of Christmas tree ornaments and baubles at Macy’s.

Why the rush?

Retail analysts say it’s all about money.

“It’s starting earlier and earlier because all the retailers want to get the jump on the rest,” said Kurt Barnard, a New Jersey-based retail store economist. “They’re trying to give you an incentive. Buy now. Don’t delay. Maybe later everything will be gone and you won’t have much choice.”

“It’s opportunistic,” agreed C. Jackson Gray, president of Gray Consulting Associates in Venice. “Trying to capture the market one day before your competitor gets it on the floor.”

Retailers disagree.

“It’s purely logistics,” said Richard Reed, manager of Macy’s at the Northridge Fashion Center. “It takes preparation. That’s why we start early. We don’t mean to offend.”

Reed said it takes days to put up enough garlands and trees and ornaments to fill his 188,000-square-foot store.

Plus, he said, “It’s a lot of fun.”

His staff started decking the halls two weeks ago. On Thursday afternoon, Christmas music filtered from the store’s third-floor ornament display.

Schoolteacher Evelyn Ballestero, admiring an ornament, was loving every minute. “I think it puts you in the mood to appreciate your life,” she said. “And people are different this time of year. Nicer.”

Most malls across the country won’t have their decorations up until Saturday, according to a survey by the International Council of Shopping Centers. Last year, most were decked out by Nov. 1.

Northridge, Promenade at Woodland Hills and Fashion Square at Sherman Oaks won’t have their decorations up for at least another week. But plenty of department stores and smaller shops are already spruced up.

Target stocked its shelves with yuletide items last Saturday. Macy’s opened a Christmas decoration shop at the Promenade weeks ago.

Janet Rospond of North Hills said having holiday merchandise out a little early helps her finish her shopping in time.

She picked up a snowman and candle for a friend at a very red, white and green Bath & Body Works at Northridge on Thursday, her day off.

While Christmas decorations before Thanksgiving don’t bother her, she said she has her limit.

“I just don’t want to hear Christmas carols before Halloween,” said Rospond, 49. “It really does ruin it.”