Nov. 25, 2010 - Traditionally known as places to pick up lumber and paint, home improvement stores are becoming holiday shopping destinations.
And today, the day after Thanksgiving, they're expecting big crowds of people in search of items for decorating their homes and yards, as well as gifts for do-it-yourselfers and weekend tinkerers.
Shoppers heading for places like Lowe's and Home Depot will join the throngs hitting stores of all kinds today, one that has come to be known as Black Friday because retailers count on holiday season profits to put their annual books in the black.
Home Depot, Lowe's and other home improvement chains have widened the floor space for natural and artificial Christmas trees, lighting, yard displays, ornaments, wreaths and poinsettias.
"Between 2004 and 2009, sales of our holiday decorative items grew 217 percent, and it will grow even more this year," said Home Depot regional vice president Tim Wilkerson. 
Home Depot expects to sell more than 2 million live trees this season, Wilkerson said, noting a shift in preference from artificial to natural trees.
Lowe's, too, has a wider assortment of Christmas decorations and other holiday items.
"We've become a destination for stocking-stuffer gifts priced under $10 and $5," said Lowe's spokeswoman Colleen Carbott. For example, a Black & Decker 10-piece nut driver set is under $5, she said, and a MagnoGrip magnetic wristband grip for holding nails and screws is under $10.
Open at 5 a.m.
Both Home Depot and Lowe's open at 5 a.m. today and feature Black Friday specials.
"Home improvement stores have been selling trees and decorations for a long time, but what's different is the increased focus on the holidays and how items are more themed for the season," said Brian Dodge, a spokesman for the Retail Industry Leaders Association, a trade group that typically represents large retail companies.
"At the register, small impulse items like tape measures might be marketed as stocking-stuffers," Dodge said, "and gift cards have holiday logos. If you go to their websites, you'll see holiday wish lists."
Home improvement stores also are marketing higher-priced products like appliances as Christmas gift items.
In the old days they were called "hardware" stores, Dodge said, and the change to "home improvement" reflects their evolution. "They've become more of a family affair, and retailers recognize the importance of offering a more diverse product assortment," he said.
One-stop shopping
People like going to one place for everything they need, he said, and it makes sense to entice them to make their holiday purchases when they may have come in the store for lumber or screws.
"Home improvement stores are adding more holiday merchandise to their mix and it's a wise decision — it's a way to spike business," said Howard Davidowitz, chairman of Davidowitz & Associates, a national retail consulting and investment banking firm in New York City.
Wilkerson said Home Depot set up its Christmas merchandise earlier this year, beginning the second week in September.
Ninfa Marquez, a cashier who lives in the Spring Branch area, visited her neighborhood Home Depot on the Katy Freeway recently to buy yard displays.
"They have good prices, and they have everything," she said.
david.kaplan@chron.com