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Video: Retailers cash in on Christmas

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    >>> left 32 people there dead. > officials are calling for calm as armed hmobs set fire to buildings.

    >>> retailers are working extra hard to try to spur that post holiday rush. nbc's kerry sanders has the story.

    >> reporter: for some, this is a family tradition, shopping for deals the day after christmas.

    >> you get a sports jacket for $39.95. that's ridiculous.

    >> reporter: from balmy miami to snowbelt virginia, retailers expect to make up to 15% of their year's sales between now and the end of the year, much of that thanks to shoppers redeeming gift cards .

    >> the girls got gift cards and so we had to come shop. we're looking at exactly how much we can get for how little.

    >> reporter: despite the near 10% unemployment rate, retailers say this was a record holiday season .

    >> we have seen a lot of pent up demand and a lot more caution.

    >> reporter: the national retail foundation says an estimated 15% of gifts will be brought back to the store for an exchange or refund. we're watching a return right now, she's come in and she's returning -- was this a gift for you or for somebody else.

    >> it's for me.

    >> reporter: does the person who gave it to you know you're returning it?

    >> no.

    >> reporter: shhhh. a warning, don't delay more than two weeks or you may discover that the retailer either a won't take it back or may charge you a large restocking fee after that timetable is expired.

    >> reporter: sales are expected through the end of the year, but with inventories low, expert says pickings will be slim. for "today," kerry sanders , nbc news.

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