Shoppers started lining up outside the store at 3:30 a.m.

Shoppers started lining up outside the store at 3:30 a.m.
By LAURE CIOFFI
VINDICATOR STAFF WRITER
BOARDMAN -- It was the busiest shopping day of the year, and Ella Scales couldn't be happier.
As manager of Macy's in Southern Park Mall, Scales set the tone for the staff as they prepared the store for early-morning shoppers.
She's in by 5 a.m. Black Friday, and the rest of the employees are there by 5:30 preparing cash registers and setting out special sale signs for the extra-early 6 a.m. opening.
Dressed in a sharp black suit with a red sash and red heels, Scales zips around the store helping sales associates and straightening up clothing racks.
It's presentation that helps the customers find what they need, she says.
Equipped with her portable telephone/microphone, which runs through the store's sound system, she calls employees to the first floor near the escalators for the morning pep rally just before the doors open.
"We are making Macy's magic on Market Street today," she says.
After pointing out some of that day's store promotions, Scales reminds the associates that this may be the first time some shoppers are in the store since it became Macy's.
She reminds them that these are Christmas shoppers looking for gifts.
"We're not just selling merchandise; we're selling smiles on Christmas morning when they open their gifts," she says as the pep rally ends.
By then it's nearly time to open the doors.
Lines outside
Customers have been lined up outside in the mall entrance nearest the food court for hours.
Tammy Cracraft and Sharon Matesevac, both of Struthers, are first in line. They arrived at 3:30 a.m. to ensure they get MP3 players on sale for 25.
"I have an 11-year-old, so I don't want to get one that's too expensive," Matesevac says.
Brian Beeman, of Boardman, is also in line for the MP3 player.
"My little girl wants it. I might pick up some diamond earrings while I'm here, too," he says.
This is Beeman's third store after Wal-Mart in Chippewa, Pa., and Kohl's.
It's finally 6 a.m., and the shoppers start streaming inside.
"Good morning. Welcome to Macy's," Scales says to them as they rush in.
Scales heads through the store, looking to head off any congestion or long lines by directing sales associates to open more registers.
Escalator breaks
The upstairs escalator isn't working because of the high traffic, so Scales calls for help on her portable microphone/radio.
But the shoppers don't seem to mind, racing up the steps.
"Good morning. This is called aerobics at Macy's," she said, joking with the customers.
When the maintenance man arrives to fix the escalator, some shoppers worry they won't make it upstairs for the MP3 players.
Scales assures them there are plenty.
Elmo dolls
She's also keeping her eye on the second floor, where a box is set up for a drawing for three Elmo TMX dolls later in the morning.
"It's the hottest toy of the year," she says.
Scales planned to draw the winners by 10 a.m.
But before then, she zips around the store moving people from lines to new registers and even helping a customer with a five-piece luggage set get off the escalator.
"She's one of my best customers," Scales says of the woman with the luggage.
Scales keeps up her quick pace around the store, making sure customers are finding what they need.
A manager at the store, the former Kauffman's, for six years, Scales is excited it's now a Macy's.
"This is the first year everyone can watch the parade on television and then go to a local Macy's," she says.
cioffi@vindy.com