Christmas Shoppers Fill Square

Christmas has come to Harvard Square stores, as shoppers are turning out in large numbers to purchase items ranging from musical teddy bears to inflatable Christmas trees.

Many Square stores are reporting sales increases over last year which they attribute to the improved economy and an upsurge in sales of Harvard insignia items.

"Sales have were up 50 percent over last year mostly because of our greatly expanded Harvard insignia department," said Dimitri S. Tragos, store manager of J. August & Co. on Mass. Ave. Tragos said he has hired three extra employees to deal with a strong Christmas sales rush.

On the day after Thanksgiving, traditionally the busiest shopping day of the year, Corcoran's experienced 10 to 15 percent sales increases over last year, said store owner Paul R. Corcoran.

"Lots of students are buying Harvard shirts to take home for little brothers or mother and father," said Corcoran who also owns The Harvard Shop, on JFK St.

Heavyweight insignia sweatshirts have been selling particularly well, Square store owners said.

"People are buying more than one thing at time which really helps business," says Simone Berk assistant manager of the Pennsylvania Company's Garage store.

The Coop, Urban Outfitters, on JFK St., and The Harvard Shop also reported increased sales.

Not everyone is buying Harvard gear for their friends and family. Army surplus items, bulky oversized sweaters and metallic gold and silver clothing are also selling especially well at Square stores, managers and owners said.

Some students are even buying gift certificates to tanning salons for friends.

But not all stores are enjoying an especially large pre-Christmas boom. Store employees at both Papagallo, in the Galeria, and The Cambridge Shops, on Holyoke St., reported that sales were off slightly this year.

In an effort to shore up sales, many stores arerunning extravagant advertising campaigns.

Pappagallo, a women's clothing store, plans tosponsor a men's night when the mates of regularcustomers will be able to come in and receivespecial attention. The Cambridge Shop plans tooffer longer hours, hot cider and gift-wrappingservices to their customers, said store managerSandi L. Steffek.

Other stores, including the coop andPennsylvania Company, are having discount sales toincrease their profits. Urban Outfitters willcontinue to sponsor a sale every week from nowuntil Christmas, said Sheila M. Carey, assistantmanager