Shopping season kicks off

One common explanation for the term "Black Friday" is that it signifies the start of a business' most profitable time of the year, when the books go from being "in the red" to "in the black." The owner of Penny Lane on Clovis' Main Street agreed with that assessment, and felt even more optimistic about the holiday shopping weekend with the introduction this year of "Small Business Saturday" to further incentive local purchases.

"I'm excited because we always do well," Pat Grah told The News on Saturday morning. "We can't really compete with Wal-Mart, but if you're looking for something special and unique then you're going to find it (in local shops)."

Though Christmas is nearing, there's no sugar-coating the reality that this season for retailers and business owners is about green money and books in the black more than silver bells or red sleighs. The small business event for Saturday is "a day founded by American Express to celebrate and support the small businesses that make communities unique," according to its website, and last week Gov. Susan Martinez declared that in New Mexico it would be a tax holiday at businesses with 10 employees or fewer.

That amounted Saturday to an exemption from gross receipts taxes on purchases less than $500 of sporting goods, clothing, artwork, musical instruments, furniture and more. Many small businesses already implemented storewide discounts ranging from 30 to 50 percent, so they were bracing Saturday morning for an even busier weekend than normal following Thanksgiving.

"More people were shopping the deals on Main Street (on Black Friday) than usual," said Victoria Carrizales, who was busy setting up balloons advertising the shopping holiday outside Bullet Bob's on Main Street. "So that's promising. And it's always good to get new people out on Main Street."

Of course, stores were crowded well beyond the storied brick road of downtown Clovis, with shoppers setting out as early as Thursday evening to grab deals the moment they went into effect. An employee at the Portales Wal-Mart said a man set up on a picnic chair in the store right after Thanksgiving dinner and removed his cap and jacket while waiting to grab a new jumbo-size remote control car.

"It was busy, but a lot of times customers will fight over the $5 towels. At least we didn't have anything like that this year," continued Corina Olguin.

At least two Clovisites ventured south in the interest of avoiding some of the crowds. Jeannette Russell and Shawneen Fockler said it was a "madhouse" in Clovis, but they contentedly loaded a cart Friday evening in Portales with toys for their grandchildren and great-grandchildren.

Others came to Clovis from out of town, some for family, some for the shopping and plenty for a little of both.

Kay White said she and her daughter Robin, in from Hobbs, only had one rule while in the mall on Friday: "If it's not on sale, we're not buying."

Delmarie Fields, of Tucumcari, said she typically comes to Amarillo or Clovis each year for Black Friday shopping. On Friday, she was all business poring over kids' items. Nearby was Chris Serrano, visiting for the holidays from Norman, Oklahoma, and helping his mother pick out a new smart TV.

How busy the shopping is one year over another may be a matter of perspective. Tyleen Caffrey marked her 25th year bell-ringing for the Salvation Army, and from her vantage playing trumpet outside Clovis' Wal-Mart she called it "the slowest I've seen in years."

But there are two entrances, and indoors the aisles were packed with people. Even at Grah's business on Main Street, she said customers were scooping up jewelry from a vendor before he could even finish placing the wares on display. Elsewhere in Clovis, Sam and Renee Upton sifted through bargain DVDs and called the scene a sort of glorious disorder.

"It's kind of a mess," said Renee Upton. "But you have to come out with a good attitude."

Jerry Coronado, an employee at a clothing store in the mall, said "this year has definitely been a spike in business," and, big coincidence, it's also "definitely exhausting" working the Thanksgiving night and the days following.

Stephanie Clark shared her tips for success as a retail employee during these busy times.

"Bring water, wear deodorant and keep your cool," she said. "It's a small town, but yes it's been crazy."