Area shops pleasantly surprised

While national retailers reported gloomy holiday sales Thursday, many local entrepreneurs painted a somewhat different picture.

Area small business owners randomly interviewed reported December sales matched or increased over the previous year.

"Our sales did increase slightly over last year," said Dana Plazyk, co-owner of Why Not Be Fabulous, a 2-year-old-business in Carol Stream. She believes a growing customer base is the reason for the growth in the business that sells handbags, jewelry and accessories.

"People are putting more thought in making decisions on how they'll spend their money," Plazyk said.

My Girlfriend's Closet Boutique in Libertyville also saw a slight increase in sales over last year's holiday season. "I didn't know what to expect. It's hard to compete with the low prices that the big box retailers were offering," owner Jackie Koukol said.

Many of her holiday shoppers reported they enjoy the merchandise selection at a boutique rather than the department stores where "everything is the same," Koukol said.

"We did really, really well here. People spent money on their kids," said Rose Locascio, co-owner of DRS Toys & More Inc. in Carol Stream.

Webkinz, Melissa & Doug wood puzzles and toys, as well as trains, were the strong sellers. Locascio points to a new store location as another reason for a hike in sales.

While December sales were not yet in at Deer Park Town Center, sales in November were up 10.8 percent, said Marketing Director Konda Dees. "We just kept hearing the doom and gloom leading up to the holiday season. I was pleasantly surprised with our results," she said.

Traffic at the 70-store outdoor lifestyle center was up 10 to 15 percent every week during the month between Thanksgiving and Christmas, she added.

Traffic counts were also up at Woodfield Shopping Center, where post-holiday sales are now turning into winter clearance sales to clear merchandise.

Sarene Crotteau, owner of a Wheaton tea business, found sales were identical this December to last year. "We've talked to other Wheaton business owners who are seeing the same trend," said the owner of Serene Teaz. She opened a second store in Elmhurst in November. "I feel the growth, I feel optimistic," she said.

Area chambers of commerce have found small businesses with aggressive marketing campaigns often came out ahead.

Dale Perrin, executive director of the Lake Zurich Area Chamber of Commerce, is finding assorted results when talking to business owners. "It's a mixed bag. Some say it was one of the best Christmases ever while others say it's really tough," he said.

Neil Stern, senior partner with Chicago-based McMillan/Doolittle retail consultancy, said: "Overall, people shopped less."