Black Friday is back again, and stores in the Austin area are ready.

Retailers in central Texas—from hypermarkets to small local stores—are launching their deals and offering a variety of buying options. Unlike the coronavirus pandemic in 2020 that continues to rage, masks are optional in most cases, and in-store shopping is back.

For most large retailers, what still does not exist is midnight store opening and door-to-door transactions, which usually attract crowds because of a limited amount of bargaining. 

Many shopping centers in central Texas—including Barton Creek Square, Lakeline Mall, Domain and San Marcos, and Rock Rock Outlet Mall—will be closed on Thanksgiving. Some major retailers are also reducing the extended holiday period, hoping to attract a smaller, more stable crowd throughout the month.

Retailers such as Amazon, Wal-Mart, Target, and Kohl's did not wait until the day after Thanksgiving, but started launching promotions in the weeks before Thanksgiving. Some start a full month before Black Friday, which is the beginning of the traditional holiday shopping season.

According to data from the National Retail Federation, the largest retail trade group in the United States, US holiday sales in November and December last year increased by 8.2% over the previous year. The organization predicts that this trend may continue in 2021, with an increase of 8.5% to 10.5% over 2020.

Supply chain issues and labor shortages can complicate sales for national and local retailers. Many people pin their hopes on Cyber ​​Monday, which is traditionally the largest online shopping day with special offers, and Saturday to encourage small businesses that support local businesses.

"We said go to the store," said Eprisenthaler, executive director of the Austin Independent Business Alliance. "Go in and see them and buy what's there. We've heard of shortages. But showing up is a guarantee that you will get what they have."

In Austin, Cavender's Boot City prepared cowboy boots, jeans and hats for Black Friday and the holiday season. Now the South Austin store just needs to find enough workers to handle the holidays.

"Our inventory is very unstable," said Jesse Rand, store manager at Cavender's South Lamar Boulevard. "As far as the staff is concerned, the situation is completely different. I still need about 30 people to be fully staffed here."

Industry analyst Paul Green of Hoffman Strategy Group said he is optimistic that despite the challenges facing the supply chain and labor, businesses will see a boost this year.

"I think we will see sales growth of 3% to 5% in 2019, which is really good," Green said. "This is a pent-up demand. Considering that COVID is still a problem, the growth in 2019 is very good."

Retailers continue to provide in-store, online and roadside services.

"At Kohl's, we know that families in the entire community are looking forward to Black Friday shopping," said Ruby Porter, manager of Kohl's store in Sunset Valley. "Austin customers are welcome to shop in-store or enjoy these offers online."

General Manager Rhonda Pritchard (Rhonda Pritchard) said that Georgetown's Wolfe Ranch town center bets on Black Friday and throughout the shopping season.

The center is going all out, providing snow slides and Santa Claus visits, as well as children’s holiday crafts, vendor artisan markets, horse riding and carriages, and Christmas trees and wreaths sold by Conrad Christmas Trees.

Pritchard said: "We have seen sales rebound to pre-pandemic levels, and we expect the holiday shopping season to be very busy." "Trends indicate that shoppers are looking forward to hands-on retail experiences and activities this holiday season. , Our retailers have sufficient inventory and are ready to serve them at any time."

According to marketing company Accenture, although the pandemic continues, the comfort of in-store shopping is returning. The company said that more than half of consumers plan to do most of their holiday shopping in stores this season.

This year’s holiday spending is expected to increase. Shoppers plan to spend an average of US$598 this holiday, compared with US$539 last year. Most (71%) said they plan to spend as much or more money as last year. Older millennials between the ages of 32 and 39 are expected to spend an average of US$705, the highest of all age groups.

Oliver Wright, senior managing director of Accenture, said: “Young consumers who are accustomed to the Internet seem to be seeking services and experiences that go beyond shopping. Retailers and consumer goods companies must take advantage of these changes in behavior to participate.” One Diversified multi-generation market. "

The experience is what the day spa in North Austin is counting on during the holidays at ten o'clock.

"During the lockdown, our customers missed the job of doing hair and nails," said store owner Jennifer Howard-Brown. "Almost every day, people say that this is their first pedicure in two years. They want to share this experience with their friends as a gift."

In addition, Howard-Brown sees an increase in demand for small gatherings.

"We are hosting birthday parties, bridal parties, wine tastings," she said. "Everyone wants safety. This is our top priority. They are ready to leave safely and we are here to provide a place."

Susie Busch-Transou, owner of Tarrytown boutique Hearth & Soul, said the store is ready to resume activities.

Busch-Transou said: “People in the community desire a safe environment where they can relax and be inspired.” 

For Black Friday, the store offers a 20% discount on any product that contains black. In addition, the store will provide shoppers with free breakfast and mimosa.

"We are very happy to be able to reconnect," Busch-Transu said.  

Other material from the Associated Press.

For information on special events and to make reservations for Santa’s visit, please visit the website of each shopping mall.

• Button Creek Plaza, 6 am to 9 pm

• The Domain, 8 am to 10 pm

• Lakeline Mall, 6 am to 9 pm

• Round Rock Premium Outlets, 6 am to 10 pm

• San Marcos Premium Outlets, 6 am to 9 pm