RAPID CITY, S.D. – As the holiday shopping season begins, South Dakota retailers are reporting a surprisingly positive mood among their customers. The South Dakota Retailers Association (SDRA) surveyed 460 of its member businesses in the third quarter and found that almost eight in ten retailers described shoppers as upbeat, optimistic or confident.
Survey results highlight confidence
According to the SDRA survey, less than one percent of respondents said their customers were pessimistic. The remaining retailers noted that shoppers were cautious or careful with their spending, but the dominant sentiment was one of optimism.
“Resoundingly in quarter three, our members said that the mood of their customers was positive,” said Nathan Sanderson, the association’s executive director. “That confidence is translating into purposeful purchases across the state.”
Local stores feel the impact
Store owners in several regions reported seeing the optimism in real‑time. Brennan Ewald, owner of Forte – a home décor, furniture and gift shop in Yankton – said families are shopping with a clear purpose, especially when it comes to children’s gifts.
“Making the holiday special for kids seems to be a perennial theme; gifts for kids are going well this season,” Ewald explained.
Retailers also noted a surge in interest for self‑care items such as eye masks and bath bombs, as well as novelty gifts like crocheted‑animal kits and color‑changing mugs.
Black Hills stores see early decorating trends
In the Black Hills, holiday décor is already drawing shoppers into storefronts. Janet Scherbenske, owner of Found in Rapid City, observed that customers are beginning their decorating projects earlier than usual and are gravitating toward items that incorporate lights and movement.
“Lighted wall plaques, illuminated water lanterns and seasonal fragrances are among the store’s popular items,” she said.
Broad holiday merchandise offerings
Sanderson added that SDRA members are offering a wide range of holiday merchandise, from locally selected gifts to seasonal home décor. The association represents nearly 4,000 businesses statewide, including retailers, restaurants, grocery stores and hospitality providers, all of which are gearing up for the busiest shopping period of the year.
“When retailers feel confident, they can invest in inventory and promotions that benefit the entire community,” Sanderson noted.
What this means for families
For families across South Dakota, the survey’s findings suggest that the holiday season will be marked by purposeful spending rather than last‑minute panic. Parents can expect a variety of gift options for children, while shoppers looking for self‑care treats or unique novelty items will find ample choices at local stores.
Local business leaders encourage residents to support South Dakota retailers, emphasizing that keeping money within the state helps sustain jobs and community services throughout the year.
Looking ahead
As the season progresses, the SDRA will continue to monitor consumer sentiment and share updates with its members. The early signs of optimism provide a hopeful outlook for both retailers and shoppers as they navigate the holiday rush together.
Original reporting: KOTA (Gray) – local — read the source article.
