Shoppers flock to Braintree’s South Shore Plaza shopping center in search of gifts and holiday cheer

BRAINTREE – Holiday shoppers flocked to South Shore Plaza in Braintree the last weekend before Christmas to do some last-minute shopping.

Get in the holiday mood

“We expect to exceed last year’s traffic numbers and retailers are ready,” said Allen Smith, general manager of South Shore Plaza.

Christmas music and Santa Clauses filled the mall as shoppers milled around with shopping bags in hand.

“This is actually the busiest time of year for us. Black Friday gets all the hype, but this Saturday and Sunday is where the bulk of the shopping happens,” Smith said.

Robin Weiner of Holbrook shops both online and in person. “Thank God I’m almost done and I’m going to treat myself to the food court. I like to have that Christmas feeling, that’s why I’m on the pitch today.”

A short shopping season

This year, retailers and business owners had the shortest time to sell between Thanksgiving and Christmas.

Dana Katz owns Miltons, a men’s clothing store. He says it all comes down to the last 10 days before Christmas.

“This is Super Saturday. It will be the biggest day of the year. Our e-commerce business this year was the largest ever. But there’s nothing better than being in a store and touching and feeling the merchandise,” Katz said.

That’s exactly what the Norton family brought to the mall. “My wife gave me strict rules about bringing my three boys here for Christmas outfits. So we spend the day here at Miltons,” said Jim Norton.