MARY BETH JOHNSTON (on left) shops with her mother, Pauline Johnston, both of Cortez, on Friday in downtown Cortez. Area retailers said business was brisk on what is traditionally the busiest shopping day of the year, the day after Thanksgiving.

By Aspen C. Emmett
Journal Staff Writer

Reds and greens are the traditional holiday colors, but this year there is also quite a bit of patriotic red, white and blue peeking through store windows and on the streets — a reminder of the Sept. 11 attacks as Cortez shoppers gear up for the after-Thanksgiving shopping rush.

And although residents were greeted with the season’s first snow Friday morning, it didn’t keep them from getting out and about early. A mere glance at the sidewalks on Main Street might have suggested a sluggish start to the department-store dash, but consumers were in full abundance inside the warmth of the stores.

The bargains to be had were reason enough to brave the cold and crowds.

The Toggery is offering storewide sales through Sunday; Dream Catcher’s fall gifts are 30 percent off; Sears will match any competitor’s prices; and Nu-Way Western Wear is wheeling and dealing with discounts of up to 40 percent if you hit the right mark while spinning the store’s "Wheel of Fortune."

The owner of Her Impulse, Patty Simmons, said the ailing economy slowed business immediately after the terrorist attacks but revenues have made a significant rebound in recent weeks.

"It’s definitely back up," she said. "You don’t hear people talking about it (the attacks) as much any more."

Bob Helms of the Toggery said that his business hasn’t suffered significantly as a result of America going to war, but noted that the delayed snowfall has consequently delayed the purchasing of certain merchandise.

"Outerwear hasn’t done anything. Hopefully it will pick up today," he said, nodding towards the stormy skies over the streets outside.

Helms commented that the Four Corners’ economy doesn’t seem to be affected in the same way as other parts of the country when there is instability nationally.

"We’ve never really been in step with national trends. We haven’t had any layoffs, but eventually it’s bound to trickle down."

Local shopper Evelyn Phelps said that neither the cold weather nor the economic downturn was putting a crimp in her holiday shopping. Phelps hit Main Street at 8:30 a.m. — before many of the stores were even open.

"We’re just out for the fun of it and looking for good sales," Phelps said as she pawed through a sale rack at Her Impulse. "If something really jumps off the shelf at me, then I’ll buy it."

Long lines at the checkout stand at Quality Farm in the Cortez Plaza hinted that the store’s going-out-of-business-sale would likely be the source for many stocking-stuffers.

According to Amanda Noyes, an employee at Quality Farm, the store will be closed permanently by Christmas and many of the shelves reflect the liquidation.

"It’s just been really busy today," Noyes said Friday. "Clothing, auto stuff and even the candy is going really fast."

Sears opened its doors for an early-bird special that lasted from 7 a.m. to noon where shoppers took advantage of huge markdowns on tools and other appliances.

Sears employee Kiesa Howell said that although the early-bird special was over at noon, there were several other good buys storewide to entice buyers.

The Stage was swarming with holiday shoppers Friday as well, with sale signs all over the retail floor. Most apparent, perhaps, was the intertwining of patriotism and holiday spirit, with sweaters bearing American flags adorning the windows in the midst of traditional holiday garnishing.

Wal-Mart also followed suit with flags hanging above every register in the midst of Christmas decor. Greeters dressed in flag-printed vests hurried to bring baskets to the bargain-hunters converging on the store, while Salvation Army bell-ringers gathered a steady flow of donations.

Cortez consumers showed their patriotism and holiday warmth while waiting in the long check-out lines, taking the time to smile and say hello to everyone around them.