Under the heading of "Believe It or Not": Shopping is faster and easier during the holiday season.
"There are two kinds of currency now," says Frederick Marx, who monitors the retail industry like a mother hawk from his marketing firm Marx Layne & Co., based in Farmington Hills, Mich. "There's money and there's time. And retailers have no doubt about it." So you might be spending more time shopping now for holiday gifts, but you're not waiting as long for service or checkout.
"There are two reasons," says Pam Rucker, spokeswoman for the National Retail Federation. "Extra staffing and technology."
During the 1993 holiday season, retailers increased the number of staff hours by 3.6 percent (part-time workers going full time and full-time staff working overtime, as well as the hiring of seasonal employees). Approximately the same increase is expected for 1994.
In addition, checkout times have improved steadily year-round as computer technology has taken hold in retail. It used to be faster to pay with cash, but now, says Ms. Rucker, "the difference between paying with cash, credit card, debit card or check is a matter of only seconds."
She explains that the time it takes for authorization of checks, credit and debit cards has been reduced to about 10 seconds. This is due to computerized, satellite authorization. For example, when a clerk runs a credit card through the small box by the register, the information on it is digitized and transmitted to a distant authorization computer via a satellite dish on the top of the mall. The response is beamed back in seconds.
Even given the twin holiday blessings of big-deal technology and added staff, it's possible to cut shopping time more. "Today people are looking for shortcuts," says Mr. Marx. "Most people think shopping is a chore, drudgery. They want to get in and out."
Christopher S. Schardt, general manager of Towson Town Center, has seen it all many times over. These are his suggestions:
* Shop off-peak hours: when the mall first opens, between 10 a.m. and 11 a.m., and then just before it closes, from 6:30 p.m. to 8 p.m.
* As obvious as it sounds, have money, checks, credit cards out and ready to use by the time you reach the register. "It's surprising how many people don't," he says.
* As for returns, wait for a few days after Christmas if you want a refund or credit. But brave the crush of bargain seekers the day after if you want an exchange. "If you wait, you may be limiting the availability of size or color."
Finally, Mr. Marx, of the retail marketing firm, offers some insider's knowledge that can save shopping time:
* Monday, the day after the Thanksgiving weekend, will not be all that busy. Sunday is now the busiest day at malls. "And Saturday night is deadsville."
* Traditionally, retail sales dip the first week of December before rising for the holidays.
* This is one retailers are not going to be happy about, but . . .: If a big, one-day sale is announced for say, a Friday, shop Thursday night while everybody else is waiting for the sale. Then go back Friday with your receipts and have the store give you the sale prices. This takes an extra trip, but you've already knocked off considerable shopping time by avoiding crowds, and you must only go to a register and wait for the adjustments. Then you're back out the door. Says Mr. Marx, "This is one for people with sharp elbows."
IN TIME
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