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Retailers lay out plans to attract holiday shoppers

Robin McMacken

Published: Monday, Nov. 7 2011 1:25 p.m. MST

DAYTON, Ohio -- Despite a holiday season dampened by a struggling economy and high unemployment rates, shoppers will find much to be jolly about in the ways retailers will actively court them this year.

Savvy spenders in 2011 can expect extended store hours, free shipping offers, reasonable layaway programs and revved-up online shopping sites.

There is good cause for retailers to spice things up for value-conscious shoppers.

Although holiday retail sales for 2011 are expected to increase 2.8 percent to $465.6 billion, according to the National Retail Federation, that growth is lower than the 5.2 percent increase retailers experienced last year.

Web of allure

The trifecta of holiday bargain days -- Black Friday (always the day after Thanksgiving and arguably the busiest shopping day of the year), Small Business Saturday on Nov. 26, and Cyber Monday on Nov. 28 -- is surely not to be ignored, but keep in mind the Internet has made shopping a 24/7 bargain bonanza.

Online retailers are prepping by optimizing their sites, beginning their marketing and promotions early, and planning plenty of free shipping promotions as they aim to provide value and convenience for their shoppers, according to Fiona Swerdlow of Shop.org. "Online retailers will also leverage their social media and mobile platforms for savvy shoppers on the go, knowing how important customer reviews and comparison shopping applications are to holiday shoppers."

Let the games begin

Big-box retailers such as Target and Macy's will open at the stroke of midnight on Black Friday to get in additional holiday shopping hours. JC Penney, on the other hand, is sticking with 4 a.m. except at stores in malls that are opening earlier.

In the meantime, other retailers are waiting to announce their plans.

Lay it away

Layaway plans have re-emerged from the shopping days of yore as consumers work to eliminate credit card debt.

This year, the Sears layaway program allows customers to pay as little as $20 or 20 percent down (whichever is greater) and make online or in-store payments every two weeks before claiming their goods. Sears charges $5 to initiate a layaway contract and $15 for cancellation.

In the Kmart in-store and online layaway program, shoppers are required to pay $5 to start a layaway contract, make a down payment of $15 or 10 percent (whichever is greater), and are subject to a $10 cancellation fee.

Walmart's layaway campaign began Oct. 17 and can be used for in-store purchases of $50 or more on electronics, fine jewelry and toys. Each item must be worth at least $15 and shoppers will pay a $5 initiation fee, place 10 percent down, and pay off and pick up the merchandise by Dec. 16 or face a $10 cancellation fee.

Tip: It's always a good idea to ask local boutiques about their layaway policies.

Shipping in style

Shoppers have plenty to be joyous about this holiday season as research shows nine in 10 (92.5 percent) online retailers say they plan on offering free shipping at some point, up from 84.8 percent in 2010.

Eager shoppers also can expect these offers to start soon, according to Shop.org's eHoliday survey. Nearly one-third (31.4 percent) of businesses surveyed say their free shipping offers would start earlier in the season compared to last year.

Smart shopping

When it comes to holiday gift-giving, most of us have the same mindset: We want to give loved ones (and perhaps ourselves) high-quality presents without the high price tags.

Here are some tips to celebrate the season in style without breaking the bank:

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