SHOPPERS OUT IN FORCE FRIDAY

Mildred Whitehorn of Kennett braved wet, cool weather to join thousands of others who embarked Friday on the annual Christmas shopping season armed with cash, checkbooks and credit cards.

The day after Thanksgiving traditionally kicks off the shopping season. It is usually is the biggest buying day of the year.

"I did all of my Christmas shopping in one day," Whitehorn said. "I bought all 35 gifts on my list today. I love to shop; I just don't have enough money to do all of what I'd like to do."

Thousands braved the nasty weather for the privilege of fighting huge crowds at Cape Girardeau stores. The stores filled up as soon as they opened, some as early as 6 a.m., enticing customers with sales and promotional give-a-ways.

About 700 customers lined up outside Target before they opened at 7 a.m. Friday.

"We gave out 500 survival kits, and about 200 people who were waiting didn't get any," said Teri Jamison, guest-service team leader. Survival kits were packets of coupons, soaps, shampoos and other miscellaneous items, Jamison said.

Jim Govro, manager of West Park Mall, expected about 50,000 customers to shop at the mall Friday. He said there were 200 people lined up outside Venture, which opened at 6 a.m., and many outside the other stores that opened at 7.

"The common area is full; we're really looking to bang out a good day," Govro said early Friday. "Last Saturday we had 30,000 people, and we're sure to have about 50,000 today."

He said sales are up over a soft fourth quarter last year. Retailers count on the holidays for about half their annual sales and profits.

Thousands of shoppers made stops downtown Friday, said Dan Elkins, president of the Downtown Merchants Association.

"It's always a great shopping day for us," Elkins said. "We've had hundreds of people at each of our stores."

Kay's Merchandise is experiencing its first Christmas shopping season since opening a Cape Girardeau store this year.

"It's been exceptionally strong," said Phil Pierce, general manager. "I am very pleased. It's been the best we've ever seen."

Pierce said thousands of shoppers were there Friday.

After a disappointing Christmas season a year ago, retailers are optimistic that shoppers will be eager to spend, thanks to a rebounding economy and high levels of consumer confidence.

Last year consumers did 16 percent of their Christmas shopping on the Friday after Thanksgiving, said the National Retail Federation, a Washington, D.C-based industry group.

Consumers are expected to spend a lot on apparel this year, which is good news to clothing retailers who have struggled over the last few years. Toys, jewelry and sporting goods are also expected to sell well.

Janet Welte of Kelso finished her shopping Friday. With fewer days between Thanksgiving and Christmas this year, she felt she should start early. "I've been shopping about a month," Welte said.

She said the day after Thanksgiving is a good day to shop. "A lot of people are off work and kids are out of school so they can go," she said.