Online shopping has rewards, pitfalls

The 2005 Shop.org/BizRate Research Online Holiday Mood Study, conducted by BizRate Research, tells us we will see a 60 percent increase in online shopping this holiday season. If you are a first-time Internet shopper this year, here are some things to keep in mind as you play Santa at your keyboard:

Hot items

Jewelry is on many wish lists this year for both men and women: diamonds and other gemstones for women, and watches for men. This industry is full of ways to make mistakes, so beware. From phony Rolex watches to “sale” diamonds that are not worth half of what you’re paying for them, you really need to research and compare prices before you buy. More importantly, know your jeweler.

When buying high-end watches or other luxury items from Internet auctions and other Web sites, be sure you pursue the third-party payment option and never — I repeat, never — send a personal or cashier’s check. Why? The buyer often becomes victim of not only buying a phony Breitling watch, but also of having the seller finagle your bank account to boot. While you may think you’re getting the deal of a lifetime, you actually could be dealing with ID theft issues for a lifetime.

Diamonds are another subject. They are graded and any reputable jeweler will walk you through the process so you know precisely what you’re buying. It’s like this: all cars will get you around, but there’s a difference between a 1982 Yugo and a 2006 Lexus. Unless you know the difference between various grades of diamonds, you could fall into the trap of buying a 1-carat Yugo thinking you’re getting a Lexus.

Electronics are next on many lists and Web sites selling systems, games, computers, flat-screen televisions and other gadgets abound. HDTV vs. non-digital television would take an entire column to explain, but there’s plenty of great information about the subject online. Read up.

A word of warning about some electronics for sale on the Internet, especially digital cameras: They can be less expensive online because they’re “gray market” products. That means the item is not covered by a U.S. warranty, and in some cases no warranty at all. Read those pesky fine points before you buy.

Online shopping

The biggest complaints related to online orders are delivery delays and products not being as represented on the Web site. Funny how normally intelligent shoppers see a well-designed Web site and instantly believe everything they see. Just ask questions, understand that the guarantee is only as good as the company behind it, and make sure you know who you’re dealing with. Use www.bbb.org to search for national company reports; an online merchant doing any volume of business is surely going to be on the BBB radar. If you keep running into a dead end, find someplace else to shop.

One comment about buying online: Remember, dollars spent in the Inland Northwest help grease our local economy. Sure, sometimes you can’t find it anywhere else but the Internet, and even I buy items there. But if possible, use the Internet to research a product, then do the local economy a favor and buy here.

Gift Cards

Is it the easy way out? Yes and no. It’s difficult to get into someone’s head (especially a teen) and figure out what the heck they want. Gift cards take care of that problem. They’re easy and the recipient is able to make his or her own selection, often taking advantage of after-season sales.

In Washington, gift cards do not expire, ever. In Idaho (and other states), the rules are different, and you need to know the policy of the company from which you are buying. Every year the BBB fields complaints about gift cards purchased at stores and restaurants that later go out of business. Use them within a reasonable amount of time and that won’t be a problem.

So, for those who didn’t get their shopping done Friday, keep these tips in mind and avoid late deliveries, disappointment in quality, and frantic December 24th shopping trips all because what you’ve already bought didn’t measure up.