Phil Castle, The Business Times

The leaders of Grand Valley business groups remain optimistic the upcoming holidays really will be the most wonderful time of the year.

Leaders say there’s still pent-up demand for personal holiday experiences following the COVID-19 pandemic and related restrictions. A myriad of events are planned mixing seasonal celebrations with shopping opportunities. There’s also growing awareness — along with additional efforts — to promote the benefits of patronizing local businesses. Challenges persist, among them rising prices for food and fuel. Businesses continue to face supply chain issues and labor shortages. But the outlook remains upbeat.

“Overall, the local feeling is, I think, optimistic,” says Candace Carnahan, president and chief executive officer of the Grand Junction Area Chamber of Commerce.

Kayla Bowers and Jessica Burford — executive directors of the Fruita and Palisade chambers, respectively — agree. So does David Goe, community engagement manager at Downtown Grand Junction. “We are all really excited for the season this year.”

Jay Greenberg, general manager at Mesa Mall in Grand Junction, says the mall is fully occupied and additional carts and tables will sell merchandise over the holidays. “We are looking for a very, very strong Christmas season.”

The National Retail Federation forecasts retail sales in the United States during November and December to reach a record range of $942 billion and $960 billion. That would be an increase of 6 percent to 8 percent over 2021 that defies inflationary challenges.

“The overall outlook is generally positive as consumer fundamentals continue to support economic activity,” says Jack Kleinhenz, chief economist of the retail trade association. “Despite record levels of inflation, rising interest rates and low levels of confidence, consumers have been steadfast in their spending and remain in the driver’s seat.”

The results of a holiday spending survey conducted by the Conference Board revealed consumers intend to spend less on holiday gifts, but more on other items.

According to the holiday spending survey, U.S. consumers reported they expected to spend an average of $613 on holiday gifts this year, down $35 from last year. But they also indicated they expect to spend an average of $393 on nongift items — up $19 from last year as a result in part of higher food prices.

Small Business Saturday — an annual event promoting shopping at small businesses on the Saturday after Thanksgiving — resulted in estimated sales of $23.3 billion in 2021, up 18 percent from the year before.

In the Grand Valley, the leaders of business groups say there’s a sense the coming holidays will offer a return to a more typical season and customers are eager for that experience.

“People are just so ready to truly enjoy the holidays,” Burford says.

In Palisade, what’s billed as an art and chocolate walk returns after a two-year hiatus.

Burford says the event is scheduled for 10:30 a.m. to 4 p.m. Nov. 26, coinciding with what’s also Small Business Saturday. Stores and vendors will offer free chocolates. Participants who get their cards punched can turn them in for a drawing for a basket of art, chocolate and other goodies.

The Palisade chamber will host the Olde Fashioned Christmas Dec. 2 and 3. The event will include a tree lighting ceremony and parade of lights on Dec. 2. The event will continue Dec. 3 with a breakfast with Santa, artisan market, gingerbread contest and soup challenge.

In Fruita, Bowers says Small Business Saturday activities will run from 10:30 a.m. to 6:30 p.m. Nov. 26 and include an art walk, horse-drawn carriage rides, downtown holiday lighting and photos with Santa.

A number of holiday promotions also are planned, she says, including Thursday discounts for customers who live in the 81521 ZIP code. The chamber will host what’s dubbed as 25 days of Griswold Christmas based on the “Christmas Vacation” movies. A cardboard cutout of Clark Griswold will show up in 25 different businesses over the course of the event.

Bowers said she’s hopeful Small Business Saturday and the holiday season will be successful. “I feel very confident our small business are going to have a really good year.”

Downtown Grand Junction will host one of the biggest holiday events of all in the Grand Valley in the 40th annual Parade of Lights starting at 5 p.m. Dec. 3.

Goe said the parade will include 100 lighted entries and is expected to attract more than 30,000 people. “It’s a pretty big impact for downtown.”

Downtown business owners will bring back the Spirit of Christmas Walk from 5:30 to 8:30 p.m. Dec. 9.

More than 300 entertainers are expected to perform along Main Street and in downtown businesses. Participating businesses will remain open until 8:30 p.m.
and serve complimentary beverages and other holiday treats.

Goe said other promotions will offer shoppers opportunities to win prizes, including gift boxes from downtown businesses and downtown staycations.

At Mesa Mall, Santa will be on hand through Christmas Eve. Photos with Santa can be booked online.

Greenberg says the attraction to new tenants as well as strong anchor tenants at the mall bodes well for holiday sales. “We’re just really excited for the season.”

Carnahan says the Grand Junction chamber promotes not only Small Business Saturday but also small business patronage year-round because of the benefits to those enterprises and the community.

By one estimate, 70 cents of every dollar spent at a small business stays in the community, she says. Those businesses in turn spend that money on local wages and taxes as well as support charitable organizations and causes.