Sales bonanza kick starts festive frenzy

Karoline Tuckey | 16th December 2009

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The tills are ringing, and Christmas sales in Masterton are pleasing retailers.

Masterton Business Promotions Group coordinator Barry Sims said yesterday while sales were predicted to be lower than usual because of the recession, early spending was strong.

Expectations were for a slow build-up from the beginning of December, but early sales have exceeded those predictions.

He attributes the growth in part to longer opening hours on Saturdays and Sundays, which have been very busy in Masterton.

"Shops usually close between 12:30 and 1pm on Saturdays, but we have gone an extra hour."

Shops are staying open to at least 2pm he said, with some larger shops keeping the doors open until 4pm.

"Last Saturday retailers experienced a very busy time... some businesses had the best trading Saturday on record."

"There are hundreds and hundreds of people who come over from Wellington, stop for a coffee in Greytown, and come up to Masterton to visit the shops but find there's nothing open. It gives that extra time for out-of-towners to get here."

Two late nights were also scheduled for the first time this year he said, with shops to stay open until 7pm on Thursday 17 and Wednesday 23.

Despite shops not holding much faith in late nights, and closing early on past years, Mr Sims said he had confidence they would stick to the late hours this year.

Stores are also reporting changing trends in purchases this year. Shoppers are being more selective and are choosing better quality items that they need, rather than fripperies for the Christmas season. Clothes, shoes, electrical appliances, books and toys were selling steadily, he said.

Many retailers had also reported a huge rise in gift voucher sales.

"Our main trend is the incredible surge in vouchers - that has become big business now."

As customers are being more careful with their spending they felt giving a voucher could ensure the gift was something the recipient really wanted, he said. "Vouchers are something that is more useable."

This year many smaller Masterton retailers have begun to offer their own in-house vouchers, including hairdressers, cafes, cinemas and events providers, he said.

Statistics New Zealand has just released figures showing national retail sales are slowing.

The latest figures show retail spending for October was static nationwide compared with September sales, which rose 0.3 per cent.

Low sales in Auckland and Wellington had affected the total sales figure, which show spending in the rest of the North Island was up.

Total retail sales have risen 1.9 per cent since February this year following a 13-month slide, but Statistics New Zealand said the upwards trend seems to be leveling off.

Masterton Business Promotions Group coordinator Mr Sims said June predictions were for retail trading in Masterton to be down 15 per cent in value, and while those figures have been accurate until now, things seem to be picking up this month.

"It's looking promising at this stage despite the recession conditions. Masterton has faired well compared to some places."