HUNTINGTON -- Local retailers say returns were below normal and gift card spending was higher than usual during this year's day-after-Christmas sales events.

When the doors opened at Barboursville's Target at 7 a.m. Friday morning, roughly 150 customers were waiting to get in, Manager Andy Paladino. But out of all those customers, only a few people approached the return counter. Most made their way to the Christmas items marked 50 percent off, Paladino said. By 1 p.m., more than 1,700 customers had made purchases at the store with late afternoon business expected to pick up as people got off work.

Mild compared to usual, Paladino said returns throughout the day had passed through in a "trickle," a phenomenon that is not the norm for this time of year. On the other hand, gift cards use was higher than usual.

"It's been a pretty good mix," Paladino said.

The holiday season -- which typically accounts for 30 percent to 50 percent of a retailer's annual total sales -- has been less than jolly for most retailers nationwide. Job cuts, portfolio losses and other economic woes have convinced consumers to cut back on their spending.

Many retailers opened before 6 a.m., offering 50 percent to 75 percent off on toys, furniture, electronics and clothing. J.C. Penney opened at 5:30 a.m. -- the earliest post-Christmas opening in the chain's history -- and offered customers more than 100 "doorbusters" until 1 p.m., including 75 percent off Christmas decorations. The chain even made wake-up calls to customers who signed up online.

The Huntington Mall and the Ashland Town Center both offered extended shopping hours Friday both for customers making post Christmas returns as well as the bargain hunters looking for good deals.

Kelly Ferrell of Portsmouth, Ohio, was one of those Target customers with Christmas gift cards to splurge. The reason?

"We got tons (of cards) this year," she said. But she wasn't complaining saying, "It's a lot nicer I think to come and get what you want."

Huntington Mall's Border's bookstore Manager Darren Jones said traffic through his store had been incredible.

"I think everyone looks forward to the after-Christmas sales." With items as much as 75 percent off, Jones said people seemed to be coming in buying what was on their Christmas list that they didn't get and gift cards were big part of those purchases.

Huntington Mall's Sears Assistant Manager Brian Kelly said the same went for his store adding that people weren't afraid to buy big ticket items along with gift cards doing very well.

In regards to returns, like Target, Sears' Kelly said, "We started off slow," explaining that throughout the day, returns were well managed by the store without the rush of customers like he had seen in years past.

So what makes this year different than any other? Jennifer Ehman of Crown City, Ohio, said with the economy in the shape it's in, she thinks people focused more on the children and less on the adults this holiday season meaning less people were unsatisfied gift receivers looking to make returns.

"We didn't even make Christmas candy this year," Jennifer Ehman said as her sister Lisa Ehman-Chapman of Gallipolis cited the high cost of sugar. "When things are tight like they are, you cut back on your gift giving," Jennifer Ehman said.

The Associated Press contributed to this report.

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Mark Webb/The Herald-Dispatch

Checkout lines continue to experience high traffic following Christmas on Friday, Dec. 26, 2008, at Target in Barboursville.

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