On a recent trip to the outlet malls in San Marcos, something creepy happened.

No, not the weird dude in socks and sandals sitting outside the women's restroom. And not the sensation that you're getting ripped off at the “outlet” when stuff looks suspiciously the same price as it does at the malls.

This was far creepier. As I paid for a shirt at one of the stores, the cashier asked: “What's your ZIP code?”

OK, that's a familiar enough question. Stores sometimes ask for customer ZIP codes so they can know who's shopping there and so they can better target their advertising. Perhaps I'm biased as a journalist, but I'm always willing to help make it easier for businesses to advertise. So I rattled off my ZIP without a thought.

Then it got uncomfortable. “What's your name?” “Um .....” Well, I thought, maybe I've bought something here before and I'm “in the system,” and I'll get a discount. I gave my name.

“What's your home address?” This informational probe had just crossed my line. An alarm went off through my shopping-induced haze, and I pulled my credit card back.

“Excuse me, but why do you need all that information?” Being in my 30s, I no longer care what people think of me and, therefore, find myself acting more and more like my mother each day. Before, I wouldn't have questioned people this way out of fear of looking stupid. Now, I know better.

“We keep a database of our shoppers,” the woman said chirpily. “We send out catalogs and information about sales and discounts.”

Ooooo, sales, discounts ..... NO. I mustn't give in. I must protect my personal information like I protect my Kenneth Cole shoes. Like I protect my Ralph Lauren purse. Like I protect my Bobbi Brown lipstick from melting. In other words, I must protect my identity as if it is one of my most precious possessions, if not the most precious.
“I'm sorry, I don't want to give you that information,” I told the chick as I smiled sweetly. She shrugged and rang up my purchase. Another strike against ID theft.

Every year, according to the Federal Trade Commission, millions of U.S. consumers have their identities stolen, and billions of dollars have been lost to citizens and businesses. And it's not getting any better. And you can't count on anyone to bail you out; you have to be vigilant about your own business to prevent it.

Now's a good a time as any for a reminder; people are new at schools, maybe starting new jobs. Check out the FTC's ID theft protection Web site, ftc.gov/bcp/edu/microsites/idtheft. There you'll find a wealth of information available to protect yourself and pull yourself out of the abyss in case your ID ever is stolen.

You can guess a few of the obvious ones: Don't give out your Social willy nilly; shred any paperwork with any personal info on it; watch what you do on the Internet; check your credit reports once a year.

And don't be embarrassed to speak up when you don't feel comfortable. Looking like your ma never looked so good.