Posted on: Thursday, November 28, 2002

Merchandise starring Santa not so hot for holidays

By Samantha Critchell
Associated Press

The holiday shopping season is here, and inside the shops, the celebratory things are all in place: black dresses, beaded home accessories. What you won't see are crowds of Santas, reindeer and snowmen.

In this unsure economic climate, retailers are stocking up on products that last beyond the season. It's a service to customers who are looking for real value from their purchases, according to the stores, and maybe it will keep the clearance racks from overflowing on Dec. 26.

"We have a ton of festive and holiday merchandise without such obvious references to Christmas," says Rebecca Weill, director of public relations for Gap. "Is this a conscious decision not to alienate customers? Absolutely. We want everyone to feel welcome, and everyone celebrates the holidays in a different way."

The move away from novelty Christmas has been slow yet steady over the past few years, says Robert Kling, senior vice president of merchandising for Pier 1, the chain of home-decorating stores. The economy surely is a factor, he says, but so is the desire to save time and streamline the whole holiday process.