Stores invest in dressing up for short holiday season

by Cathryn Creno
AZCentral.com

Facing a short shopping season and the most reluctant consumers in decades, retailers are spending more money this year on holiday glitter. They are also bringing out the bling earlier than ever.

It's not yet Thanksgiving, but Outlets at Anthem, north of Phoenix, and the Borgata in Scottsdale were to have welcomed the start of the season with tree-lighting ceremonies Saturday night.

Tempe Marketplace will light up a 60-foot tree and have an artificial snowfall on Wednesday, Thanksgiving Eve.

Erin Hershkowitz of the International Council of Shopping Centers in New York said that early celebrations are a national trend this year.

"We saw decorations going up before Halloween in some places," said Hershkowitz, media-relations specialist for the trade group. "Centers are doing what they can to get customers in the holiday spirit early."

Stores and malls don't charge for the holiday fun, so opportunities abound, regardless of the size of household budgets.

Scottsdale-based Paddock Pools, Patios and Spas, for instance, is operating two temporary stores that feature "forests" of Christmas trees, electric trains and remote-controlled cars. It spent $500,000 this year.

Kids are invited to come in to play - no purchase necessary.

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