Holiday shopping done properly

As Mainers cleared the table after the traditional Thanksgiving feast last week, many were scanning the fliers in the local newspaper, looking for the big shopping bargains on Friday, now known as “Black Friday.”

This retail mega-sales day got its name from the fact that this is the one day of the year when sales will (or should) put retailers in the black or on the profit side of the equation.

The truth of the matter is that for most of the year, retailers are working in the red, that is, not making money until the holiday shopping season arrives. L.L. Bean and other big online vendors must increase sales staff and the number of incoming telephone lines to meet the high demand. The retailers know full well that this is make-or-break time. The stockholders are watching closely. Loss leader sale items, early opening hours, (now starting as early as 4 a.m. in the Bangor market), and other marketing tools are brought forward to push the profit lever as far as possible.

High gasoline and heating oil prices are forcing many consumers to reduce their holiday gift giving. Some estimates are that consumers will spend fully 30 percent to 35 percent less on their purchases this year compared with 2006. The rivalry among retailers to have that reduction happen in their competitors’ stores and not theirs is intense.

This situation presents opportunities for the average consumer. Waiting in line to get those early specials is attractive to a certain segment of the shopping population. If you are one of them, here are a few tips to help you better enjoy the experience:

. Start with the right attitude, a positive one. This is supposed to be a happy process, not a painful one.

. While waiting in line at the local big-box store at some hideous early morning hour, make friends with those in line around you. They might save your space when you need to excuse yourself to go to the bathroom. In turn, you can save their space as well.

. Bring the sales ad with you. Many store clerks are seasonal rookies and the ad can help make sure you get the savings you deserve. You will also stand a better chance of receiving the correct model of your chosen product. Also, many items have a limited number for sale and an early cutoff hour (usually (11 a.m. or noon) for the sale. If there is any confusion, the printed ad may help resolve it.

Making the decision to be a part of the Oklahoma shopping stampede is an important one. Maybe you would be more comfortable shopping online. That segment of sales is expanding yearly. L.L. Bean now sells more merchandise online than in all of its stores combined. It is OK to avoid the crowds. Always use your credit card online. It provides much more safety and consumer protections than your debit card.

Free gift wrapping is often available, or for a small fee nonprofit groups will wrap your gifts for you. Be kind to yourself; let someone else wrap it.

Lock your newly purchased gifts in the trunk of your car and watch your possessions at all times. Some of the Christmas elves are convicted felons with more mischief on their minds.

The shopping frenzy will continue until the New Year, when the shopping battle will finally be over. Keep all receipts so that duplicate, broken or unwanted items can be exchanged or returned for a refund.

Watch out for the gift of a gift card. Many of these cards rapidly reduce in value, have an expiration date, and are easily lost or misplaced. Perhaps cool, hard cash is a better gift, perhaps not – too impersonal. It is your call.

Track all of your purchases so that you can come up with an exact accounting of your holiday purchases, and perhaps better budget through the next year for this expensive season.

The holiday season is often very tough on mind, body, pocketbook and spirit. Try to capture the spirit in ways that best work for you and your family. Remember that sales people are humans also and treat them with as much respect as you can muster. The goal is to have fun with this hectic shopping season, and to spread the good spirit around.

Consumer Forum is a collaboration of the Bangor Daily News and Northeast CONTACT, Maine’s membership funded nonprofit consumer organization. Individual and business memberships are available at modest rates. Interested and motivated prospective volunteers are always needed and welcomed to apply to help with our mission. For assistance with consumer-related issues, including consumer fraud and identity theft, or for more information, write: Consumer Forum, Bangor Daily News, P.O. Box 1329, Bangor 04402-1329.