Anxious merchants hope to ring up strong holiday season sales while trying to keep local dollars local

<b>By Libby Cluett</b><br><a href="mailto:lcluett@mineralwellsindex.com">lcluett@mineralwellsindex.com</a>

Many Mineral Wells merchants have started, or finished, preparing their storefronts for the holiday season and are hopeful for a more robust shopping season between now and the holidays than last year's.

Tony Robles, WOLY Board Company store manager, said business has “been good, surprisingly.”

He was in the process of unpacking a large box of clothes Wednesday and said more was coming in.

The store sells skate board, surfing and wake boarding supplies and clothing, mostly catered to ages 12-19.

Robles said that since school has been out this week, “a lot of kids hang out and see all the new stuff I've gotten.”

The shop saw a surge after the skate park was completed. “It just blew up,” he said of business, “Parents came in buying completes [complete skateboards].”

“Last year was sketchy, but it's picked up a lot,” he said, adding he is hopeful about this Christmas sales season and has everything but skateboards on sale.

Rod Carter, from Arlington spends a few days each week helping Cherokee Ironworks' owner and designer Jerry Toney and on Wednesday Carter was overseeing the new east store.

Business has picked up because of a new Web site, launched last week, and the new storefront on the northwest corner of North Oak Avenue and West Hubbard Street.

“We've had more traffic since we opened this store and updated the Web site,” said Carter. He added that on Wednesday, they saw people visiting from France. “There have been a lot of international people here the last two months.”

New technology has many hoping for big sales this season.

“We have numerous items on sale,” said Michael Dunn, owner of Radio Shack.

He expects the MagicJack to be a hot item this Christmas season. This is a USB computer peripheral device that provides customers with internet-based telephone service.

“It's been a really good seller all year,” Dunn said of the device.

Though he doesn't necessarily expect the year's busiest shopping season to be better than last year, Dunn said he is hoping it will be.

“It's been a bad year,” Dunn said. “I'm certainly looking forward to a good Christmas season.”

Michelle Hanchey, of Hanchey Leather Goods, has her windows painted and is working on inside displays, readying for the Mineral Wells Christmas Market, sponsored by the Mineral Wells Area Chamber of Commerce, on Dec. 4.

She said they have “a little of everything” from leather purses, belts, wallets, checkbooks, card cases, appointment binders, Bible covers and cell phone cases to Montana jewelry, hats and custom-made leather goods.

Hanchey said business was down less than 10 percent last year and this season, wholesalers are not ordering as much.

“We didn't order big like last year,” she said, but added that “a lot of customers know I will special order for them.”

“We're hoping people are going to start opening up – spending more,” she said.

For shopping incentive, Hanchey is offering 50 percent off on items like belts and purses through Dec. 5. They also offer year-long layaway plans.

Like many other area businesses, Hanchey Leather Goods will have refreshments and additional items on sale at the Christmas Market.

“We're working hard together to encourage shopping locally and keeping our tax dollars in Mineral Wells,” said Hill's Style Shoppe owner Margaret Colton.

Colton's store has recently been remodeled, featuring display areas for dresses and clothes as well as accessories – including customizable customizable charm and bead jewelery – shoes, purses, luggage, housewares and glassware.

“We try to service people here in Mineral Wells and make [shopping] a different experience than one they can get in Fort Worth,” said Colton, which she said includes parking and driving ease.

Hill's will also take part in the Dec. 4 Christmas Market “as we have every time since its inception,” said Colton. She had one holiday party on Nov. 19 and said the store will have another holiday party on Dec. 10.

One marketing strategy Colton has employed is a wish list service, which is similar to a bridle registry that anyone can fill out to show what goods they want.

Overall, Colton said business is “going great. We've been optimistic.”

She said they have seen people buying in a similar pattern as in the past, but said, “The whole year has been a roller coaster ride with everybody.”

At Downtown Video, Laura Marsh was untangling a string of Christmas lights on Wednesday. She already had the tree up and decorated and fresh-roasted coffee was brewing.

In addition to renting videos, DVDs and games, like Wii, PS3 and X-Box 360, the store sells lottery tickets, freshly roasted coffee and gift baskets.

Marsh has noticed some benefit from the Christmas Market cards promoted by the chamber.

The cards list many participating businesses where shoppers can have their card stamped for every $5 to $50 they spend. A completed card represents at least $300 in purchases and qualifies the shopper to be entered into the drawing for a shopping spree at the participating merchant of choice.

“With the merchant card, if customers need an extra $2 to help fill out [an amount on] their card, they will buy things like a sample bag of coffee, a lottery ticket or a Christmas movie,” Marsh said. “I've had people in here saying they were filling out cards for others, like people in the rest homes.

This season, Downtown Video also has paintings on display by Trula Kahle of Mineral Wells.

Walden Farm and Ranch has some upcoming special holiday events this weekend and next.

Store owner Larry Walden, said Christmas shopping season at the Mineral Wells store includes a Car Show on Saturday and a photo shoot with Santa.

He said Walden Farm and Ranch is one of the sponsors for the “Ringing in Christmas” car show to be held in their parking lot, 1-4 p.m., on Saturday. Over 64 awards are planned for the event including best car, best truck and special interest.

On Dec. 5, from 10 a.m to 2 p.m., Walden said the Mineral Wells store will have professional pictures with Santa Claus in a horse-drawn sleigh for families, individuals and pets.

“We'll also have bargains on everything from feed to toys,” he said.

Walden added that they have shelled, raw Spanish peanuts from Gorman in stock. He said this is a popular item during the Christmas season.