Thanks to improved consumer confidence, a lower unemployment rate and a slightly better economy, Maine shoppers appear to be buying a little more this holiday season.

With a little more than two weeks left until Christmas, Maine retailers are cautiously hopeful the trend will continue. 

“It’s a good year; it’s too early to tell if it’s a great year,” said Carolyn Beem, spokeswoman for Freeport-based L.L. Bean. “We’re certainly optimistic.”

Nationally, 212 million shoppers visited stores and websites over the Black Friday weekend, up from 195 million last year, according to the National Retail Federation. The average shopper spent just over $365, up from about $343 last year.

For the full month of November, national retail sales rose about 6 percent over the same time last year, said Jim McConnon, University of Maine economics professor and Cooperative Extension specialist.

Maine’s November retail figures won’t be released for weeks, but stores say business appears to be good.

At the Maine Mall in South Portland, traffic has been strong this holiday season, with its parking lots 60 to 80 percent full on recent weekends — a percentage as good or better than it typically sees during busy days. Electronics retailers, including the state’s only Apple Store, have so far done particularly well, as have jewelry stores, Maine Mall General Manager Craig Gorris said.  

At the Auburn Mall, holiday traffic appears to be stronger than it was last year, according to its general manager.

For Percy’s Burrow, a mall toy store, that traffic has meant shoppers looking for Calico Critters dolls and accessories, glass animals and items that can be personalized.  

“They know what they’re coming for and they come and specifically go get it,” said owner Laurie St. Pierre.

For L.L. Bean, snowshoes, skis, children’s items and outerwear have drawn shoppers.

“Bean boots are selling incredibly well,” Beem said. “We’re making those as fast as we can and selling everything we can make. So there are a lot of bright spots. We are meeting or beating our expectations for the season.”

The retailer credits this so-far, so-good season to its holiday promotions, including a $10 gift card with the purchase of $50 or more and, beginning in August, free shipping with any purchase.

Beem said L.L. Bean has become trendy among college students while remaining popular with its traditional customers.

“I think people are looking for good quality and value,” she said. “Kind of the real products. You know, something that gets them outdoors, something that’s functional. Something that has a guarantee certainly doesn’t hurt.”

McConnon said that’s exactly what shoppers appear to want: value, quality and unique gifts from a local store. Discounts help.

With two weekends left until Christmas — traditionally busy times for stores — McConnon said it remained to be seen whether retailers’ early good numbers will become overall good numbers.

“Not everyone has done their shopping,” he said.

At Orphan Annie’s, an antique shop in Auburn, owner Dan Poulin was hopeful. October proved to be his store’s best month all year. But November was “so-so,” he said. And so far this Christmas season, he’s seen more browsers than buyers.  

“It’s early,” he said. “We hope they come back.”

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