SHOPPING STARTS ANEW

Everyone knows true Las Vegans like things fresher and flashier than what they already have.

It's why Steve Wynn builds casinos at a rate normal people change patio furniture.

So it makes sense that people who revel in worshipping all that is new would want holiday presents from the greatest of the latest stores to enter the Las Vegas area.

Even though the latest monthly sales tax figures were down 5 percent in Clark County, 2007 was a good year for Las Vegans who were looking for someplace new to do their holiday shopping.

"You have the people with the purchasing power," said Tom Peterson, director of global marketing for the A.T. Cross Co., on why the 158-year-old pen manufacturer chose Fashion Show mall for just its fourth retail store in the country. The new store opened in October.

Peterson said the 39 million people who visit Las Vegas annually and a local population pushing 2 million help explain why Southern Nevada is a hot spot for the hottest new retail stores.

"You go where the money is," Peterson said.

Here is a look at Cross and four other new stores, each catering to a different gift constituency.

Fancy office stuff

What they have: Although Cross is known first and foremost for slick pens, the company is using its new retail locations to show off other stuff, like stylish Cross Town laptop handbags for women and watches suitable for yachting, networking and other activities for up-and-coming business types.

The company's top seasonal seller is the Quasar mechanical pen. It comes in two designs and retails for $60. The Cross Town handbag line has four styles ranging in price from $150 to $390.

What to expect: The Fashion Show store is tiny and packs in a wide variety of products. The handbags and pens are the highlights. The bags are a major improvement over clunky cases that typically come with laptop computers. They also come with a Cross pen.

Beauty and cosmetics

Fruits & Passion is among the less heralded new-to-Las Vegas retail outlets in Town Square, which opened to the public Nov. 14. But considering it is just the fourth of its kind in the country, it is about as unique and exclusive as it gets for a mass produced products.

What they have: Fruits & Passion has a broad range of products. The merchandise displays in the Town Square store put a heavy emphasis on the company's Cucina line. The line features olive oil as an ingredient in everything from dish detergent for $10 up to a set of hand creams for $32. It also features Paraben-free shampoos and conditioners, $18 for 8.5 ounce bottle of shampoo, $19 for 6.7 ounces of conditioner.

What to expect: Be prepared to fight a crowd anywhere in Town Square. The jostling is especially intense in Fruits & Passion thanks to a tiny floor space jammed with precarious displays. If the person you're buying for is particular about ingredients, verify the product you pick is Paraben free. Some Fruits & Passion lines still contain the chemical additive.

EXPENSIVE GEAR FOR NERDS AND MUSIC GEEKS

Next to Fruits & Passion in Town Square is the newest Apple store in the Las Vegas Valley. As expected, the store itself reflects Apple's constant effort to make computer and mobile phone shopping more hip and less nerdy. Apple's Town Square store is large with bright recessed lighting and sleek, spare display tables. It looks like the designers of an Ikea store built a hospital operating room.

What to expect: Apple did a nice job putting almost everything in the store within arm's reach. There are functional display models of almost everything from Apple's beefiest desktop computers to the thumb-sized iPod shuffle. The iPods are loaded with songs and videos so people can listen and compare before they buy. There are enough display models available that even with huge crowds it doesn't take a long wait to play with the merchandise.

What they have: It's a complete offering of Apple stuff, including the iPod Touch, $299 and up, and Mac Pro computers for about $2,500. They also sell all sorts of Mac accessories such as headphones and wireless keyboards.

Something to remember: It would be smart to bring hand-sanitizing gel. If you're not wiping your paws after playing with the constantly-handled products in the Apple store you and the other customers may as well be feeding each other fruit.

COOL CLOTHES

With a low-cost approach to high fashion, H&M arguably made the biggest splash in the world of Las Vegas retail this year. The company opened two stores, one in October in the Miracle Mile Shops and another last week in Town Square.

What to expect: For first-time visitors to H&M, the biggest surprise might be the eclectic crowd. In theory, a hot new store known for making the latest fashions accessible would be a magnet for squealing teenagers. Certainly, H&M attracts its share of young shoppers. But with prices that rival clothing departments in Wal-Mart and Target, H&M attracts a diverse crowd. Who doesn't like great deals?

What they have: At its core, H&M is a place to buy clothes that look expensive for a fraction of what you'd expect to pay. The inventory can change fast, but the Town Square location recently had men's argyle sweaters for $34.90, a faux leather bomber jacket for women for $69.90 and a boatload of accessories for less than $10.

Keep this in mind: There are plenty of great-looking clothes here, but don't expect the merchandise to age well. One of the knocks on H&M clothing is that the low cost means less durable articles that are only good for about a season.

SPIFFY SHOES

This is the perfect category for the shopper who wants to give the object of his or her affection something personal and eye-catching but isn't ready for the jump into jewelry. And three new Zappos stores in Las Vegas might be the perfect place to start looking. The stores are an extension of the shoe-selling Web site Zappos.com. The Zappos store north of Blue Diamond Road on Dean Martin Drive is easy to get to with prices low enough to satisfy bargain-hungry Web shoppers with the added benefit of being able to touch and try the shoes before buying.

What to expect: Prepare to be impressed with a huge collection of shoes, especially for women. Another nice touch is that the merchandise is arranged by size. That makes it easier to browse everything that is available in the size of the person your shopping for. On a recent weekend day Zappos had a smart pair of brown leather, long-laced Etienne Aigner boots for women for $80. A quality pair of tan, suede Fitzwell clogs were on sale for $20.

Contact reporter Benjamin Spillman at bspillman@reviewjournal.com or (702) 477-3861.