ROCHESTER, N.Y. — Christmas Eve brought last minute shoppers to malls and grocery stores across the Rochester area as the holiday countdown enters its final hours.
The National Retail Federation projects Americans will spend more than $1 trillion this season, a 3.7 to 4.2 percent increase from last year.
For those rushing to complete gifts or holiday meals, knowing Christmas Eve shopping hours is essential.
Eastview Mall in Victor, Greece Ridge Mall, and Marketplace Mall are all open from 8 a.m. to 6 pm on Christmas Eve, according to mall management.
All three will close on Christmas Day and resume their regular schedule of 10 a.m. to 8 pm on Friday. Mall officials said increased foot traffic has prompted additional security measures.
The Greece Police Department has expanded patrols inside Greece Ridge Mall and its parking areas since Black Friday.
Ontario County Sheriff’s Office deputies have similarly boosted presence at Eastview Mall, offering advice to prevent theft, such as keeping purchased items out of sight in vehicles and not leaving personal belongings like purses, wallets, or cellphones unattended.
“Safety is a priority, especially during the busiest shopping days of the year,” said Capt. Rachel Meyer of the Greece Police Department.
“We encourage shoppers to remain vigilant and take simple precautions to protect themselves and their belongings.”
Grocery stores adjust for holiday demand, Local grocery chains have also adapted hours to accommodate last minute shoppers.
Wegmans, Tops Friendly Markets, and Price Chopper locations are open throughout Christmas Eve, with most closing in the early evening. Stores will remain closed on Christmas Day and reopen on Friday for standard hours.
Store managers report a surge in demand for holiday staples, including turkeys, hams, baked goods, and seasonal produce.
“People come in at the last minute for everything from dessert ingredients to fresh greens,” said Tom Gallagher, manager at a Rochester Wegmans.
“We try to keep shelves stocked and checkout lines moving to make the experience as smooth as possible.”
Retail analysts say the projected spending increase reflects both continued consumer confidence and pent up demand following pandemic related disruptions in previous years.
Greg Walters, a consumer trends expert with Market Insights Group, noted that last minute shopping remains a strong factor in overall sales.
“Even though online shopping has grown, physical stores see a significant spike in activity in the two days leading up to Christmas,” Walters said. “Consumers often prefer picking out gifts in person, especially for items like apparel, toys, and perishable food.”
According to the NRF, more than 70 percent of holiday shoppers in the US make purchases in physical stores, highlighting the continued importance of brick and mortar retail.
Local malls reported steady morning traffic on Christmas Eve, with many shoppers arriving as early as 8 am. Security concerns remain a priority.
Theft incidents tend to increase during peak shopping periods, prompting law enforcement to implement proactive measures. Deputies encourage shoppers to park in well lit areas and keep valuables secure.
Shoppers interviewed at Eastview Mall emphasized a mix of holiday spirit and practicality. “You have your marketing and your capitalism, but we are enjoying ourselves with family time and that’s the important thing,” said Melissa Turner, who was picking up gifts for her children.
Another shopper, Robert Jenkins, said, “I try to get what I need early, but sometimes you can’t avoid last minute trips. It’s hectic but part of the tradition.” Retail workers also reflected on the busy day.
“We see a mix of excitement and stress,” said cashier Angela Ramos. “People are happy to be shopping but also in a rush to finish everything before the holiday.”
Analysts predict that holiday spending trends will continue to favor both in person and online shopping in the coming years, with convenience and experience driving consumer choices.
Retailers are expected to continue adjusting hours and security measures to meet demand, particularly on key shopping days like Christmas Eve.
As Christmas Day approaches, Rochester area residents are making their final shopping trips to malls and grocery stores. With extended hours, increased security, and high consumer demand, officials urge vigilance and planning.
Christmas Eve shopping hours remain an essential consideration for residents finishing last minute holiday preparations.
