Consumers who skipped the Black Friday sales may not have missed out on all the best deals of the holiday season. But shoppers who hold out too long, thinking retailers will offer last-minute major price cuts may find themselves out of luck.
Retailers this year didn't fire all of their best shots on the traditional opening weekend after Thanksgiving. Electronics, apparel, department, warehouse and even grocery stores have a number of strategically planned promotions planned from now until Christmas, retail companies and analysts say.
Bloomberg News
Shoppers enter a Toys "R" Us store in New York on Black Friday.
"Every weekend is going to be Black Friday weekend," says Marshall Cohen, chief industry analyst for retail consultant NPD Group.
But last-minute shoppers should be warned: If you see something you like and the price sounds good, get it because it might not be there later. Retailers want to avoid the panic-induced sales they had last year to clear holiday merchandise. This year, they are keeping tighter reins on inventory. As a result, consumers will see less clothing and home goods on shelves.
Last-Minute Shoppers Lose Out
"This is not the year to play chicken with retailers," says Scott Krugman, vice president for the National Retail Federation. "If you're a last-minute shopper, you're going to be disappointed."
Also, be sure to read the fine print. Many retailers will offer hot products in limited numbers. Toys "R" Us, for example, will have the popular Zhu Zhu Pets in stock for $9.99, but only in limited supply until they are out of stock.
Consumer spending has been mild enough to touched off price wars among some of the biggest discount retailers, hoping to lure whatever business is out there.
Wal-Mart Stores is involved in a few, one with Toys "R" Us on $10 toys and another with Amazon.com and Target over online book sales. Certain titles are $9 at Amazon, $8.99 at Target and $8.98 at Wal-Mart. Amazon and Wal-Mart even are tussling over Easy-Bake ovens. The toy oven was originally priced at $28, until Wal-Mart slashed it to $17. Amazon responded by cutting its price to $18.
So don't be afraid to ask a retailer to match a competitor's advertised price. Both Wal-Mart and Target, for example, will honor lower prices on identical products, though they will exclude early-bird, door-buster or limited-time deals. Most other major retailers are doing the same.
"That's why it's such a good time to be a consumer," Mr. Krugman says.
Expect to see plenty of deals on flat-panel TVs, Blu-ray disc players, fine jewelry and lots of household goods.
"Consumers have really shifted toward more essential spending on basic things," says Michael Niemira, chief economist for the International Council of Shopping Centers. "Retailers have embraced that this year and will be selling more home or stay-at-home types of goods."
Sears is selling a three-gallon air compressor, good for many household chores, for $79.99. Kmart has a 26-inch high-definition LCD TV on sale for $250. Staples is giving $60 off the price of a Hewlett-Packard personal computer and a wireless printer.
Apparel, still the most popular gift under the tree, will be competitively priced nearly everywhere. J.C. Penney is selling women's boots for as low as $29.99 and long-sleeve T-shirts for $6.99. Macy's is selling men's cashmere sweaters half off at $105.
Not every retailer will have big holiday sales. Nordstrom just ended its women's half-yearly sales and won't start the men's version until Dec. 26. Until then, the retailer has "sharpened prices in a lot of categories," but won't be hosting any holiday sales, says Nordstrom spokesman Colin Johnson.
Shopping Tips
Here are some strategies for this holiday season:
If you see something you have to have, get it. Chances are it won't be there later for a cheaper price.
Make a list. Stick to it. Retailers use big sales on items like TVs as a "loss leader," meaning they'll get you in the store and hope you'll buy more than what you planned.
Don't count on fire sales. "There won't be any amazing deals except for door busters this year," says NPD's Mr. Cohen.
Be prepared to see "out of stock" on many items.
Don't wait for after-Christmas sales for a better deal. "If you can't find much now," says the ICSC's Mr. Niemira, "you'll find even less after Christmas."
