Hawai'i retailers saw sales rise in February

By Andrew Gomes
Advertiser Staff Writer

Many Hawai'i retailers loved February, not just because of its association with Valentine's Day sales, but because sales at the state's largest shopping centers were nearly all higher compared to February 2000.

Throngs of shoppers stroll at Ala Moana Center. Promotions are credited with a February sales growth. Advertiser library photo

In general, more aggressive promotions during the month helped improve same-store sales at Kahala Mall, Windward Mall, Aloha Tower Marketplace, Pearlridge and other centers.

For Kahala Mall, a 7 percent increase was the center's 29th consecutive month for year-to-year sales increases. Mall managers attributed the gain to better promotional campaigns for Valentine's Day, Mardi Gras and a mini-health fair with the Queen's Medical Center, as well as strong anchor tenant sales.

At Windward Mall, a "Lovers' Black Jack Contest" helped drive February sales up 3 percent over the same month a year ago. Benefiting the most were: hobby/special interest stores, up 6 percent; jewelry, also up 6 percent; and unisex apparel, up 5 percent, according to mall management.

The 1,212-passenger Patriot cruise ship tied up next to Aloha Tower Marketplace on Saturdays helped boost sales at the Honolulu Harbor shopping complex by 5 percent. The ship, the largest dedicated to cruising the Hawaiian Islands year-round, went into service in December.

Additionally, broadened Pro Bowl activities helped Aloha Tower merchants and retailers at Pearlridge, which also hosted events related to the National Football League's all-star game.

Ward Centre overcame traffic congestion caused by a state road infrastructure project next to an entertainment complex under construction and scheduled to open this summer. "Our customers have been very supportive and patient," said Jeff Dinsmore, chief financial officer of Victoria Ward Ltd.

Even at Ala Moana Center, where February sales were flat, several retailers had reason to celebrate. The mall reported that family apparel sales rose 12 percent. Specialty food sales were up 8 percent. Sellers of stationery, gifts and novelty products saw a 6 percent improvement in sales. Department store sales also were up, by 4 percent.

Royal Hawaiian Shopping Center said sales were down 15 percent because of merchant space renovations, turnover of leases and consolidation of some merchants into single spaces.

A weaker average yen-to-dollar ratio this February compared to last (116 yen to $1, compared to 109 yen to $1 in February 2000) also hurt sales.

"Japanese visitors are very cautious in their spending, and easily venture to outside malls and shopping areas to look for competitive prices," said Charlian Wright, center marketing director.