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Shoppers looking to get the most for their money

Joni Conkle and her daughter Mackenzy, 7, from Beloit, shop for dolls a week ago at Farm and Fleet in Janesville. Terry Mayer/staff.

WALWORTH COUNTY — The forecast for the upcoming holiday shopping season is, in a word, cautious.

The National Retail Federation is predicting a 1 percent drop in holiday sales this year — not a dramatic decline, but one that stores are taking into account.

“We expect holiday purchases to continue to be highly value-driven as shoppers look to make their dollar go further,” said Vicki Shamion, vice president of community relations for Kohl’s Department Stores, which has area locations in Delavan, Burlington and Janesville. “Consumers have become more planned and strategic in their purchasing … in this tough economy.”

Kevin Fleming, owner of Fleming’s Ltd., an Irish imports store in Lake Geneva that offers everything from clothing to collectibles, has noticed a change in buyer habits over the last year.

“People are spending a little more time looking and comparison shopping,” he said, adding that useful gifts have become more popular.

Pam Ellis, owner of Global Hands, a fair-trade store in Lake Geneva, thinks shoppers will spend less this year, but their purchases will be more thoughtful.

“Average spending last year was $50 to $70. Now it’s going to be more like $25,” Ellis said. “And it’s not so much quantity anymore, but quality shopping.

Read the full story in the Nov. 22 e-edition of Walworth County Sunday, HERE.