‘Tis the season?

Greg Risling

COSTA MESA -- It’s more than 10 weeks away, but stores are already

decorating their windows with Christmas items.

Forget Halloween. Thanksgiving is almost a memory. Store owners are

thinking ahead -- way ahead -- to one of the most profitable times of the

year.

Sure, millennium fever has infused the last year, with champagne glasses,

high-priced trips and the Prince anthem “1999” all en vogue. But isn’t it

premature to be talking about Christmas?

Not at all, say some shoppers who gallivanted in and out of stores this

weekend. The early the better, some figure, and stores are right there to

scoop up customers’ dollars.

“It seems earlier this year than others,” said Maria Bustamente of Costa

Mesa, referring to the Christmas-themed store displays. “We are taking

advantage of this time because who knows what will happen toward the end

of the year. I think it will be chaotic.”

While there hasn’t been an onslaught of Christmas decor at shops in the

Newport-Mesa area, some are leaning toward the red and green instead of

the orange and black associated with Halloween.

At Ace Hardware in Newport Beach’s Westcliff Plaza, there was hardly any

sight of Halloween regalia. Instead, gyrating Santas and lighted reindeer

and sleds occupied most of the front window space. Inside, shoppers could

find train sets, tree skirts and nativity scenes for the holiday whim.

“I don’t like all of this stuff so early,” said Jeff Mahler of Anaheim,

who sounded more like Scrooge than Santa. “You get inundated with all of

it and the less time you see it, the better. It’s all about the almighty

dollar.”

That philosophy was obvious at South Coast Plaza, where Robinsons-May got

an early jump on its competition. On Thursday, the corporate retail giant

opened a shop next door to its store dedicated to Christmas.

The store was adorned with bright lights and had nearly every type of

ornament imaginable. The store also plans to sell Christmas trees.

“When we saw this store, we had to come in,” said Sandy Casserman of

Orange, who admits she has a fondness for angels. “We women are getting

in gear. I think it’s great a store is open so early. You can never

prepare for Christmas too early.”