By Melissa Dunson

mdunson@joplinglobe.com

Although it’s too early to offer sales projections, local retailers are calling the start to the holiday shopping season Friday a success.

Casey Beckley, manager of the Target store in Joplin, said by 9 a.m., the store had already done 3,300 transactions.

“We have more guests than last year, but they are buying a little less,” Beckley said Friday afternoon. “But overall, with the economy the way it is, I’d say we’re doing well.”

The economy was looking up by the time the stock market closed early Friday. The Dow Jones industrial average locked in gains of 9.7 percent for the week and the broader Standard & Poor’s 500 index gained 12 percent.

The Nasdaq, which had moderate losses in recent sessions, still gained 10.9 percent for the week. It was the first time the Dow rose for five consecutive sessions since July 2007.

The items that helped retailers climb out of the shopping slump this year were electronics and toys, Beckley said.

“I’d say 100 percent of those people, that’s what they were buying,” she said.

While local Toys “R” Us store officials wouldn’t comment to the Globe, Bob Friedland, public relations manager for Toys “R” Us corporate offices, said it was the integration of technology into toys that kept the toy retailer full of customers on Black Friday across the country.

“There’s a whole category of toys out there” with integrated life-like technology, Friedland said.

The company’s biggest sellers Friday included Elmo Live, Bakugan card game sets and Hasbro’s FurReal My Lovin’ Pup Biscuit.

The trend confirms an early Friday statement from the National Retail Federation (NRF) on preliminary Black Friday sales. Electronics, toys and apparel were the most popular items across the country, according to the release that specified flat screen televisions, GPS systems, digital frames, digital cameras, cashmere sweaters, video game systems and Blu-Ray players were the first items cleaned off of store shelves Friday morning.

Friedland said he couldn’t comment on the Toys “R” Us’ national sales numbers for Black Friday, but said it looks like customers are still willing to shop if they can find a good deal this year.

“Our customers are definitely out there shopping,” Friedland said Friday.