Dashing from store to store along N.W. Market street are the pitter patter of shopping feet, the most reassuring sound to merchants along this busy corridor besides the "dinging" sound the cash register makes as it records another sale.

The merchants of Market Street are reporting an upward trend in holiday sales with many adding they expect to exceed 2004 sales.

"It's going great!" La Tienda's co-owner Monique T. Tran said, summing up the retail demand for her folk art gallery near 20th and Market while ringing up one customer's order and greeting two more, coming through the door.

Tracy Allen, a manager at Romanza, described their holiday season sales as "exceptional" and said that direct customer contact and mailings, as well as referrals to the store had a significant impact on business this year for the shop, which carries seasonal gifts, home d/cor items and wines.

Many businesses around Market Street have also chosen to stick with a simple holiday marketing plan and rely on customer loyalty. But there is also an added element this season, the throng of new locals to the area, ushered in with the seemingly ceaseless development occurring in Ballard.

"There is a much more positive feel amongst the business community than four years ago," Beth Williamson Miller said. Miller, the executive director of the Ballard Chamber of Commerce, believes there is a strong surge in merchant demand because of a younger, family-oriented demographic moving into the area. "We may have had some lean years but we are benefiting now," she said.

The new development within Ballard has also brought in a slew of new shops, restaurants and owners to compete with some of the older, established businesses. But that hasn't fazed Lombardi's Italian Restaurant, a long time market street stalwart. T.J. Hermes, general manager of the restaurant, said sales were up at least ten to fifteen percent from last year and added that despite the development of new restaurants along the corridor to compete with Lombardi's, business has remained strong.

Zack's, a hamburger restaurant that caters to a different kind of dining crowd, has also seen business thrive. Owner Larry Johnson said he hopes the growth in development will solidify the success of his latest restaurant venture, sandwiched between the Bay Majestic Theatre and Ben and Jerry's.

"The demographics of Ballard are changing," he said about the holiday season "there is a lot younger crowd and more multi-family dwellings adding to the economic prosperity of the area."

Despite the positive atmosphere found amongst Ballard merchants, there are challenges, according to Jason Hughes, the co-owner of Sonic Boom Records. "The biggest problem in Ballard is parking, there just isn't enough spaces," Hughes said. He wondered how much worse the problem would get as the number of people living here grows.

Secret Garden Bookshop owner Christy McDanold was also worried about parking, but mainly during the construction period.

"When it is finished, there will be more turnover and add to the business in the area," she said.

Despite construction, McDanold is reporting very positive sales and a hectic schedule to keep track of. "Right now we are having a good holiday season," she said.

"We see all of our best customers, some everyday."