Retailers shrug off holiday glow

BY MATTHEW LYSIAK
DAILY NEWS WRITER

Tuesday, December 18th 2007, 4:00 AM

Holiday lights? Humbug! say the merchants of Bensonhurst.

Brooklyn's "Little Italy" is darker this holiday season because the lights that usually bedeck the neighborhood's business district have apparently become a ghost of Christmases past.

In previous years, the local business group had little problem collecting cash for the lights, which usually went up shortly after Thanksgiving, but for the second straight year, many merchants are playing Scrooge. Locals say that reflects a population shift that has made Bensonhurst the city's newest melting pot.

"It used to be all Italian, but now Bensonhurst is full of different ethnic groups with different traditions," said Bensonhurst Board of Trade Executive Director Anthony Neglia, whose job it is to collect the $225 donations for the lights from businesses along the neighborhood's 86th St. shopping artery.

The percentage of Bensonhurst residents born in Italy has shrunk from 28.7% in 1990 to 12.1% in 2000, U.S. Census figures show.

During the same time frame, Chinese immigrants from Sunset Park and Russians from Brighton Beach have moved to the area in droves, along with a smattering of immigrants from Poland, Pakistan, Mexico, Vietnam, ­Ecuador, Egypt and Guatemala.

"Why would I pay?" asked the manager at the Polish restaurant Gospoda on 86th St. "I really don't care if there are lights on the streets."

One store owner said he didn't even notice that this holiday season fell dark. "I have been here for 12 years, and I have no idea what Christmas lights you are even talking about," said Baku Bakery owner Rebecca Adam.

While some say the influx of new immigrants is responsible, the merchants claim they're not the Scrooges in this tale.

"This place could use a little holiday cheer and I think the lights would be good for business," said the manager of New Ruan's Chinese restaurant, Donald Ruan. "Last year we even sent a check to the board, but it was returned back to us a few weeks later."

Board of Trade officials said they received so few donations, they refunded the merchants who did pony up the $225.

Community Board 11 District Manager Howard Feuer said he has gotten used to seeing more sushi and less ravioli in the neighborhood, and that he expected holiday shoppers to descend on 86th St., illuminated or not.

"Over the last 30 years, I have seen one change after another for this neighborhood, but lights or no lights, 86th St. will be strong," Feuer said.