Children were excited on Friday night for the arrival of Santa Claus inside the Grove at Zona Rosa, but for their parents, the excitement comes when the holiday shopping list is done.
With 26 days during this holiday shopping season, they have less time to complete their present picking.
"In talking to our store managers, everybody seems to fare well or better than last year, so we've been off to a very good start," said Rosemary Salerno, the general manager of Zona Rosa.
The holiday shopping season is important for stores. According the National Retail Federation, 20 to 40 percent of their annual business happens during this time of the year. Outside, the frigid temperature had the sidewalks empty on Friday while customers were inside spending money.
"It's cold, but it hasn't gotten that bad yet," said Smithville shopper Michelle Calhoun. "If it were snowy that would be a different story.".
Many shoppers braved the cold weather to do their purchases in-person for the experience.
"If you want to buy a shirt, you can try it on. If you want to buy a bracelet, you can see how it looks on you. If it's too big on you, if it's going to be in the way," said shopper Alexandra Smith.
And there's always the last minute shoppers.
"We're all procrastinators deep down and it's all about that last minute shopping. Gotta get it, gotta get it, gotta get it. said Scott Sorenson, Go! store manager. "Come on down, we'll sell it to you."