Christmas Sales Meet or Beat Expectations in Downtown Ames

There’s a positive buzz among merchants in Downtown Ames about the Christmas sales season, which several say isn’t over yet.

Worldly Goods at 223 Main St. was humming with customers Tuesday, many drawn in by the after-Christmas sale.

“Nativity sets are one of the most popular items we sell for Christmas,” said Assistant Manager Greg Bruna.

The Nativity sets cost anywhere from $40 to $200 and come from more than 10 countries, including Peru, Niger and the West Bank. The scenes are put out for sale on Halloween and continue being purchased after Christmas. “And right now they are 40 percent off,” Bruna said.

He wasn’t sure sales were ahead of last year, but he said they had been brisk, but that isn’t unusual. “People in the community are very supportive of the store,” Bruna said. “A lot of people look forward to buying Christmas gifts here.”

Gary Youngberg, owner of at 220 Main St., said Christmas sales met his expectations this year, although they were a little bit off of last year’s seasonal sales.

“That may be because we had our 35-year anniversary sale this summer, in May, and a lot of people purchased items then that they may have otherwise purchased for Christmas,” he said.

Ames Silversmithing was very busy Tuesday afternoon, with people coming in to have rings sized and to spend Christmas money, Youngberg said.

“There are also a lot of people who come in from out of town this time of year and want to come in to shop,” he said.

Dave Swanson, manager of at 226 Main St., talked boisterously about Christmas.

“Absolutely, Christmas sales have been far better than last year,” he said. “Ames seems to have its own niche in the economy and maybe some of the problems that are occurring in other places haven’t happened here. I haven’t talked to anyone downtown who didn’t have a great December, on top of a great November.”

Swanson said he and other employees wrapped as many Christmas presents on Tuesday as they did Dec. 24. “A lot of people have Christmas late and people are coming to town after Christmas to visit,” he said.

The store was also helped out by having Iowa State's football team go to a bowl game, which has increased the demand for the Cyclones apparel sold there.

Michael Gilger, owner of who sells one-of-a-kind jewelry he and his sons design and make, said his sales were better this year. But, he believes people coming into the store are giving what they purchase more thought before they come in ‚ more discerning and educated customers.

Gilger said business increases every year because people get what they see. “We are who we are and there is no BS,” he said.

Gilger, Swanson and other business people in downtown Ames said that while the Christmas season is important, in a town the size of Ames, steady business the entire year is important, too.

“Really, our Christmas sales season is from Nov. 1 through Dec. 31. We don’t worry about the day after Thanksgiving,” Swanson said.