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Give a littleHappy days are here again for shoppers
(CNN) -- The 2002 holiday season is upon us -- and with it, a reintroduction to a certain jolly old man, dizzy dreidels and more. But before we get to the celebration, there is the preparation -- and for gift-givers, that means shopping. Retailers, with struggling economic numbers and a possible war with Iraq in mind, are busy and a bit worried. "They're crossing their fingers because disposable income is so low," says James Detorre, CEO of the consulting firm Brand Institute. "They must be more creative and fun, so people can take their minds off other issues." In 2001, resilient shoppers shocked fiscal forecasters by spending 5.6 percent more than they spent the previous year. But retailers hoping for a repeat performance, experts say, cannot afford to take anything for granted. (More on holiday planning) First, they've got to get people out of the house and into the stores. Some put together multimedia promotional campaigns or push cut-rate sales, while others try to catch shoppers' eyes with compelling window displays -- a holiday tradition in itself. "As you walk past the store, you think, 'That's a good place for me to get gifts,'" says Paco Underhill, author of the best-selling "Why We Buy: The Science of Shopping." "You are almost imagining whether [the recipient] will say, 'Oh, that's really cool.'" Once inside, the idea is to give customers what they want -- even if they don't exactly know what that is.
Spotting trends, like an emphasis on entertainment and home-related products, and stocking the shelves accordingly could make a big difference in a tough economy. Some retailers will play the brand name game, touting products that are reliable, recognizable and cool. (More on brand names) "People should choose brands they like and feel good about," says Kevin Keller, a professor at Dartmouth's Tuck School of Business, offering advice to consumers. "But the brand is not a substitute for the product -- the product has to work." (A sampling of hot gifts) Service counts, too. As easy as it is to walk into a store, it's even easier to walk out. "A savvy sales staff can coax information out of the shopper," says Michael Morganthal, the managing editor of Giftware Business, "and help them get something really unique that they'll be remembered for." And what if, after all this, you still have holes in your gift list? In that case, you might want to leave it to the professionals. A number of Web sites, such as Surprise.com and PresentPicker.com, offer gift suggestions for everyone from your party-loving grandmother to doughnut-obsessed neighbor.
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