Bill Nester used to worry when the Syracuse University students left for winter break, leaving him unsure of who would frequent his SU clothing store during the holiday season. Soon, though, his fears were quelled: While student purchases at Manny’s decreased during the holiday season, the local shoppers would pick up the slack.

‘It was always a little scary every year, knowing the students were leaving,’ said Nester, the owner and manager of Manny’s on Marshall Street. ‘(But) out of 22 years I’ve been here, it always works out. It’s like clockwork.’

While most retail stores around the country are reaping the benefits of a holiday shopping season, the situation is different for college-centric retailers, whose customers are gone during the peak shopping months. But of the retail shops on Marshall Street, most assured that business is as good as ever during the holiday season, despite the absence of their niche audience.

All the Syracuse retail shops said their peak sales are from Black Friday (the day after Thanksgiving) to Christmas Eve.

‘It takes a few years to get into a pattern,’ said Jim Hicks, the manager of J. Michael Shoes on M-Street.

Indeed, Hicks learned in order to survive in a college town, he couldn’t cater solely to college students who would be gone for nearly five months out of the year. Like Nester, he notices the changeover as well. Each year, a few days after the student exam period ends, J. Michael undergoes a transformation. The parking spaces on M-Street open up. The number of student shoppers dwindle. The number of local buyers rises.

To make up for the students leaving, Hicks said he advertises on radio stations to reach the local community shoppers. Specific brands, such as Birkenstock, also draw locals into his shop, Hicks said.

‘Throughout the year, we can’t depend on surviving on the student market,’ Hicks said.

Also, while the students are gone, Marshall Street and the surrounding areas become a more desirable shopping location for Syracuse locals.

‘Some people see students aren’t around and decide it’s a good time to come up to the Hill,’ said Jerry Dellas, the president of Crouse-Marshall Business Association.

Of all the businesses on Marshall Street, though, the Syracuse clothing stores are the most unaffected by student departure. Because they sell game apparel and SU athletic gear, both establishments still attract game-day traffic, which more than makes up for any student absence.

Still, Nester said, some savvy students do their holiday shopping before leaving for winter break. Nester said he sees a big student rush at the store during finals week.

Often, he’ll look out the store window and see students illegally parked, running inside Manny’s for some last-minute shopping.

‘It’s like Christmas Eve for them,’ Nester said. ‘They have to hit the road.’

For the retailers, though, the holiday season is still reason to celebrate.

‘People are the friendliest’ during the holidays, Nester said. ‘They buy and buy and buy. I look forward to it every year.’

Published on December 8, 2005 at 12:00 pm