LOCAL BUSINESS OWNERS SAY SEASON ALREADY LOOKING UP.

Byline: JULIA M. SCOTT Staff Writer

While thousands of consumers are expected to swarm Southland shopping centers and stores today, it is still too early to tell if retailers will see blockbuster holiday spending or if sales will be a washout.

But local experts and a smattering of business owners say things already are looking good as they head into the monthlong post-Thanksgiving buying frenzy.

So far, a deflating housing market and high gas prices have not wiped out the holiday spirit, with nine out of 10 Southern California consumers saying in a recent survey that their holiday spending won't be dampened.

``Overall spending is expected to be up for many key categories,'' said Jackie Fernandez, an analyst with consulting firm Deloitte & Touche in Los Angeles.

At Pets Naturally on Ventura Boulevard in Sherman Oaks, owner Maria Sabatine is preparing to order a second round of holiday items because the first batch already is nearly sold out.

``I'm hoping for (sales) as good as last year -- and last year was good,'' Sabatine said after carrying out a bag of dog food for a customer.

This time of year she stocks Santa chew toys, blue-and-white collars with sleigh bells, and dog treats shaped like Christmas trees.

Plush cubbyhole beds for kitties and small dogs are selling well, as are carriers that resemble handbags, Sabatine said.

At Dana Kathryn Jewelry on Ventura Boulevard in Studio City, flashy pieces are bumping up sales more than last year.

``This year, people want sparkle,'' said owner Dana Kathryn Witt, who opened the shop last Wednesday.

Witt prepares for the holidays -- when her sales zip up 70 percent -- all year round.

She watches trends, gathers precious stones, and makes designs early in the year, then spends months making much of the jewelry herself. She has other pieces crafted in Hong Kong.

This year, shoppers are drawn to blends of colorful stones like yellow sapphire and green garnet, Witt said. Rose gold -- a gold and copper alloy -- is also popular.

``Big, bold and color is what's selling,'' she said.

At Cameo Vineyards, one of four wineries in the Antelope Valley, employees have been stocking up on customers' favorite wines and wine accessories.

The holidays are the busiest season for Cameo, which has 30 acres of vineyards west of Lancaster. People buy wine not only for holiday meals and parties but to give as gifts, said marketing director Chantel Kilmer.

``Many of them like the uniqueness of `Hey, I want to give a bottle of wine from my area, from my hometown,''' Kilmer said.

In Valencia, Santa Claus arrived two weeks ago at Westfield Valencia Town Center, but ``Friday is the day,'' said Jalina Warner, the mall's marketing director.

Westfield, which bought the mall in 2005, began planning its holiday celebration last January, she said.

``Shoppers are swarming in already,'' she said. ``Jewelry, ornaments, candles, fragrance sets, sweaters, the traditional gifts are moving.''

Charles F. Bostwick and Patricia Farrell Aidem contributed to this report.

julia.scott(at)dailynews.com

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Safe shopping

Be safe when you shop by following these tips from the Glendale Galleria:

Lock your car and hide all valuables in the trunk.

Park close to store entrances and write down where you parked in case you forget while shopping.

When withdrawing cash from an ATM, cover the keypad as you enter your password.

If you are shopping at night, park in lighted areas.

If you feel uncomfortable walking back to your car alone, ask security to escort you.

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