Boxing Day bargains are already available at some Northland stores - and shopkeepers insist the early sales are to extend offers to Christmas shoppers rather than to rally business hit by recession.
Rocket Bikes in Whangarei and Kerikeri is offering 10-50 per cent off all bicycles in a Boxing Day sale which store owner Murray Healey said was to "get us our share of the pie".
He was happy with his shop's Christmas sales, which were equal to last year. "But some people may hold off purchasing until Boxing Day because they expect prices to be lower then. We want them to know they can make those cheaper purchases from us now."
Mr Healey said that if he didn't watch television and read newspapers, he wouldn't know there was a recession.
The manager of 100 Percent Barrell's Mega Store, Paul Edwards, said the Whangarei electrical goods shop had held pre-Christmas Boxing Day sales annually since 2006.
Boxing Day sales were traditionally for clearance of surplus Christmas stock, but Barrell's wanted customers to know these good deals were available now, with the store offering sale price reductions of up to 50 per cent.
While Barrell's had more Christmas shoppers than last year, Mr Edwards said the recession had made customers cautious and they were spending less.
Meanwhile, Mallet's women's clothing shops in Whangarei and Kerikeri have 25 per cent discounts on some items, but co-owner Rob Norman said he had no plans for a pre-Christmas Boxing Day sale.
His stores' pre-Christmas sales were similar to last year. While the recession could affect Northland shops next year, the region was "behind Auckland" and his stores didn't have to unload stock.
Storytime director Annemarie Florian said pre-Christmas sales this year were not matching the "very good" figures last year.
"But we're not complaining," she said. "We're doing fine."
Ms Florian said the recession was not affecting her business because its loyal customers "from all over New Zealand" consistently returned to shop at the popular Whangarei toy and children's books store.
Pre-Christmas trading was also fine at the Beautiful Things gift and decor shop. Co-owner Fiona Matson said she was "really happy" with an increase in customers, and sales similar to last year.
While the recession could bite next year, Mrs Matson was all smiles as she described her store "having the market" as shoppers hunted for Christmas gifts.
Meanwhile, bicycles top the list of presents youngsters would like Santa to bring them this year.
The iPod ranks second on all children's Christmas wish lists, but boys are hoping for Ben 10 toys, PlayStation 3 and Lego while girls are eager to get mobile phones, Bratz and Barbie dolls.
The 667,980 calls made to the Telecom Santa Line - 0800 222 222 - since December 1 show youngsters would also like to find MP3 players, gaming consoles and trampolines under their trees.
TOP 10 WISHES:
Girls: Bike, 1; iPod, 2; mobile phone, 3; Bratz dolls, 4; Barbie, 5; trampoline, 6; Hannah Montana merchandise, 7; Littlest Pet Shop toys, 8; My Little Pony toy, 9; Mushabelly toys, 10.
Boys: Bike, 1; iPod, 2; Ben 10 toys, 3; PlayStation 3, 4; Lego, 5; trampoline, 6; PSP, 7; Nintendo DS, 8; mobile phone, 9; scooter, 10.
The risk of gifts bought on credit causing financial pressure has the Mental Health Foundation urging families not to bite off more than they can chew.
Levels of stress and anxiety run high in December, when family incomes are often stretched too thin, and the foundation is worried bad debt could have people spinning out of control.
Foundation chief executive officer, Judi Clements, urged people to remember that, in terms of gifts that cost nothing, they shouldn't underestimate the value of their time.
"Offering to cook dinner for the family, babysit for a friend, or taking those few extra days off over Christmas to spend time with the kids are all great ideas that mean a lot," she said.
Ms Clements advised people feeling overwhelmed this Christmas not to keep it to themselves. "Talk to friends, family, or someone you trust, or make use of helplines such as Lifeline (0800 543 354), Youthline (0800 376 633) or the Depression Support Line (0800 111 757)," she said.
What recession? Retailers are doing fine
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