IRVINE, CA—Some retailers have stopped offering door busters on Black Friday and are pushing their online sales more instead, JLL's SVP Ken Shishido tells GlobeSt.com. Nevertheless, according to a recent survey by the firm, nearly one-third of retailers surveyed say they plan to open on Thanksgiving Day in order to get a jump on Black Friday sales. The report, which includes feedback from largely national or global retailers in JLL-managed shopping centers across the US, also reveals that more than half of those retailers expect an uptick in shopper traffic this year. We spoke exclusively with Shishido about his expectations for the Orange County retail market this holiday season and how retailers' approach to the season is changing due to online sales.

GlobeSt.com: What are the overall expectations for Orange County retailers for the holiday season?

Shishido: With overall unemployment rates in Orange County at their lowest in the past seven years, retailers are very optimistic for the 2015 holiday season. Although 2014 was a good year for holiday sales, with a solid 4% increase over the 2013 holiday season, many retailers expect 2015 to be better, with solid sales gain.

GlobeSt.com: As the economy recovers and new retail centers are coming to market (e.g., Outlets at San Clemente), how are retailers preparing to compete this holiday season?

Shishido: Outlets at San Clemente opened in early November to take advantage of the holiday season, but with only around 40 stores of the expected 70-plus stores in the first phase opening now, it will be interesting to see how it does with an outlet mall to the north in Orange and one to the south in Carlsbad cutting into its potential customer base.

GlobeSt.com: What are retailers in Orange County doing differently this year than in previous years?

Shishido: We are seeing that Black Friday will have less and less impact going forward since more retailers are open on Thanksgiving and holiday-related sales are starting earlier and earlier. I saw metal Christmas trees and other Christmas decorations on sale at 50% off during the week before Halloween. No need to wait for after-Christmas sales anymore.

GlobeSt.com: How is ecommerce playing a role in Orange County retailer's business strategy?

Shishido: Many large retailers are putting Black Friday items on sale via the Internet and doing so weeks before Black Friday. More and more, except for the deep-discount teaser items offered on Black Friday, shoppers can find comparable sales online instead of actually going to the stores. Some retailers have stopped offering door busters on Black Friday and are now pushing its online sales more instead.