By Brenda Flanagan
Correspondent
All the traditional sights and sounds of the holiday season greeted shoppers at the Rockaway Town Square Mall, but some still felt lukewarm about tackling the gift list. Sharon Bauer blamed the weather.
Bauer said she pushed off her holiday shopping, adding, “I don’t want to spend my whole day inside a mall because it’s too nice outside.”
This December, temperatures did run a good 15 to 20 degrees above New Jersey’s normal average. Usually the state falls in low 40s. It’s not even cold enough to make snow at local ski resorts like Campgaw Mountain where snow making guns need 27 degrees to trigger flurries.
“Yeah, winter’s been pretty much of a bummer so far. We’re planning on making snow within the next few weeks, depending on the weather,” said Campgaw Mountain Manager Tony Rinaldi.
So when malls windows feature frosty scenes and beckon shoppers with furry jackets and cozy sweaters, it just doesn’t inspire a buying frenzy.
When asked if she feels motivated to go out and buy sweaters and mittens,” Alison Kemble, said, “No. Not at all. Not at all.”
“I’m like, I really don’t want to do this at all,” said Molly Italiano. When asked if she wasn’t in the mood or holiday spirit, she said, “Yeah. Absolutely not. It’s definitely different, and I think that the weather as a whole is just impacting it.”
That hurts stores like Macy’s and Eddie Bauer, says Weather Channel analyst Paul Walsh.
“Especially in the New York area, Northern Jersey, where it’s warmer than normal,” he said. “People just aren’t buying the kind of
products that they are selling because we just don’t need it.”
A Consumer Reports survey of holiday shoppers shows 36 percent haven’t done any, compared to 30 percent who procrastinated to this point last year — even though consumers have a few more bucks to spend this year.
“Gas is cheaper, and that’s better for me because I’m on a budget right now. It’s more of a way for me to balance my budget out,” Michael Hopp said.
There’s hope for retailers: tomorrow’s Super Saturday which is the final shopping weekend before Christmas. Walsh has a brighter economic forecast.
“For the northeast, it’s going to get cold,” he said. “It’s temporary, but it’s temporary right on time for retailers. We’ll see temperatures that are more seasonal. We’re going to be seeing temperatures that are some 20 to 30 degrees colder than they’ve been, and because of that, that’s going to trigger some spending urges that retailers have been hoping for. It’s going to feel like winter just in time.”
So the weather outside’s delightful. Inside the snow is artificial, but with a cold snap coming the shopping season just might pick up some steam.