Last minute Christmas shoppers storm local malls

‘Twas the night before Christmas and at Capitola Mall, shoppers were scurrying to finish it all.

“A lot of last minute shoppers,” Francisco Lopez, general manager of Kay Jewelers said. “Literally, the last minute. We’ll be seeing them at 5:59 today.”

Sale signs were hung in the windows with care, in hopes to draw more customers there.

“I’m here with my dad,” Jackie Aragon said. “He’s getting the rest of his presents for his friends.”

Retailers we spoke to noticed a trend in Christmas Eve shoppers.

“Yesterday was the busiest day of the season,” Melissa Rodriguez, general manager of Ulta said. “We had lots of young men and children coming in, shopping for mom. It’s continued today.”

“A lot of them are guys,” Lopez echoed. “I’d say 95%.”

Some of the most popular gifts include makeup palettes, jewelry and the tried and true gift card.

“The way things are today,” Gary Smith explained, “with different needs, sizes and desires, we thought it would be a better way to make choices after Christmas. In the end, I think they’ll enjoy it more.”

People are willing to spend more also. A new survey by ‘Bankrate’ found many Americans are spending more on gifts thanks to lower gas prices.

“That’s a true fact,” Lopez said. “People are definitely spending more.”

According to the National Retail Federation, most shoppers are spending $250 or more for gifts. They’re also being smart about it.

“They’re coming in with pictures on their phones,” Rodriguez said.

Even though it’s Christmas Eve, the holiday shopping season doesn’t end there. Stores are now looking to ‘end of year sales.’

“We have a lot of sales after the holiday,” Rodriguez said. “Some of our promotional items that didn’t go during the season will go on sale on Friday through the end of the week.”

That’ll hopefully boost sales similar to what the NRF is projecting for this year, a four percent rise or $600 billion.