MARBLE FALLS — Actual sales figures won’t be tallied until January, but some local retailers are trying to feel optimistic about this year’s holiday shopping in spite of a poor national economic forecast.
Still, the downturn in the economy is being felt even on the local level, but there are some Highland Lakes merchants hoping that successes of the past will carry them through.
“Last year we did 2 –3 percent more than our average,” said Tricia Greenfield, owner of Madlyn’s, an upscale women’s boutique at 2106 U.S. 281. “We were more aggressive with some promotions to help set us up for better revenue. Hopefully, we’ll keep the momentum.”
Greenfield is able to purchase larger quantities of goods garnering better prices from manufacturers because Madlyn's is a bigger shop," she said.
“We are then able to pass those costs onto customers, she said.
She is keeping an optimistic outlook, even though October sales were down 5 percent from the same period last year.
To help customers decide on purchases, Greenfield said Madlyn’s is featuring specials and other enticing offers. Most important, however, is the service, she said.
“So far we are breaking even,” she said. “We want customers to spend their dollars with us and we try very hard to give them the best service, whether it is for themselves or if they are buying a gift.”
Greenfield said their goal isn’t necessarily to put a “a package in everyone’s hand. We’re keeping the integrity.”
Gift items at Madlyn’s range anywhere from $40-$150 with sleepwear for college students and elders being the most sought-after item. Greenfield said she also sells trendy tops for women and has an array of costume jewelry, always a popular gift.
Good customer service is the common denominator that is steering consumers to local retailers, who in turn hope this will be an upbeat holiday sales season.
October sales figures for Bealls Department Store in Marble Falls are 3 percent lower than the same time last year, but manager Rosemary Dowdy is optimistic.
“Our goals are the same as last year, but districtwide, in general, we’re doing fine. It’s feasible I will make my goals,” she said.
Dowdy attributes changes in the store for drawing customers. Bealls is at 1505 RR 1431 West.
“Right now the look of the store has changed with the new counters,” she said, adding the changes give the store a “ritzy” look.
To help boost holiday sales, Dowdy said the store will hold sales during the shopping season.
“We’re not extending our hours, but we will run several specials,” she said. “This December there will be two Club 50 days,” she said. Club 50 gives shoppers 50 years old and above an extra 20 percent off purchases. “We will also have two advance ‘2 Day 1 Day’ sales.”
The manager feels a marked optimism.
“We’re not hurting right now,” she said.
Best-selling gift items for men include anything with a deer on it, Dowdy said, and for women, it’s wallets.
Todd Blair of Blair’s Western Wear, 2501 U.S. 281, said his store had a strong first quarter the first part of 2008, but sales have been going “south” since then.
“We may break even this year to 5 percent down,” he said. “We’re hoping it won’t get that far. It (sales) was better this time last year.”
Blair said his store is cutting prices and he realizes the need to generate enough sales to make up for the cuts.
“It won’t be enough to make a profit, and the cuts do hurt the bottom line,” he said. “But it is a buyers’ market, not a business market.”
To help sales this Christmas season, Blair said he is doing more advertising on radio and in newspapers, and offering “strong customer service.” His best-selling gift item is boots, and there are purses, belts and other wares to choose from.
The gift that seems to keep on giving is books, and Dortha Coulter, owner of The Bookshop, 212 Main St. Her sales are holding but it’s a “little too early to tell.”
“People are holding off just a bit,” she said.
Coulter said she has brought in puzzles for children and adults, and has a selection of inspirational books.
“We have some bargains and discounts, trying to encourage people to stay local, but we can’t compete with the big box store,” she said.
One thing Coulter said her book shop offers is a “personal touch.” When a customer calls or walks into the shop, Coulter said the staff gets “one-on-one” with visitors.
“We order books and we can get any book a customer wants,” she said.
The Bookshop offers a wide variety of reads, but her best seller is any book, or item, about Texas.
“Texans love Texas and they do love their Texas books,” she said. “It’s one of our strengths. They love Texas history, tablecloths, anything with bluebonnets. These are always are best-selling gifts.”
In addition to the specials offered every weekend, the store will remain open until 8:30 p.m. during Main Street Thursday nights beginning the first Thursday after Thanksgiving.
“We’ll also be open on Sundays from 1–5 p.m. to meet the needs of our customers,” she said.
Although it will be January before the November-December sales figures are fully calculated, according to the Texas State Comptroller’s office, the city of Marble Falls has so far collected sales-tax payouts totaling $550,000 in October 2008, slightly down from October 2007’s payout of $559,522.
In an effort to help Marble Falls shopkeepers have a successful sales season and keep customers local, Christian Fletcher, executive director of the Marble Falls/Lake LBJ Chamber of Commerce, hoped a Merry Market Day Dec. 3 at the corner of Third and Main streets would help
Fletcher said he’s hoping locals will choose to shop in Marble Falls this holiday season.
“If we want to have the benefit of having these things here, we need to shop here,” added Dowdy.
