Hawai'i retailers buoyed as shoppers mob malls

By Susan Hooper and Andrew Gomes
Advertiser Staff Writers

Shoppers with full 50-gallon bags waited in line at KB Toys at Kahala Mall, which opened its doors at 4:30 a.m. yesterday. Richard Ambo • The Honolulu Advertiser

Many consumers were in a buying mood, according to retailers and mall managers, who reported more customers and higher revenues than on the day after Thanksgiving last year.

"I think the confidence is back," said Ron Yoda, general manager of Kahala Mall, who is expecting sales for the season to top last year's figures, probably by a single-digit percentage.

"Hopefully it will hold throughout the season. But it's starting a lot better than last year, just as far as the consumer attitude and the shopping activity. ... Last year, after 9/11, (people) needed a place to go and visit people, but it wasn't necessarily shopping. This year there is more shopping activity rather than just hanging around."

Experts say Hawai'i retailers could see an increase of 2 to 4 percent over last year. But nationally some say the lack of hot "must-have" items, combined with a season six days shorter than a year ago, will exacerbate what is expected to be a difficult holiday, given the sluggish economy. National sales forecasts range from increases of 2 percent to 3.75 percent.

At Kahala Mall, the buying frenzy began 30 minutes earlier than scheduled at KB Toys as an employee opened the doors at 4:30 a.m. and sounded the rallying cry: "Let's go shop for toys!"

About 60 people in line quickly filled the aisles, ready with 50-gallon clear-plastic bags.

Sharon Wong of Wilhelmina Rise was one of the first in the store, and loaded up on 15 to 20 canisters containing one of the morning's hottest sellers. What was it? "I don't know, but they're $2," she said. "It's just a good stocking stuffer. If it saves me money, it's great."

The hot seller turned out to be Lego action figures called Technic Toa Bionicles, marked down from $11.99 to $2.88.

Just one hour into his 13-hour shift, KB Toys employee Bob Yanagawa was sweating and couldn't open the boxes of Bionicles fast enough for shoppers who scooped them by the dozens.

"I got white ... blue ... if you don't got it, get it, because it's going to go," he called out to shoppers clogging the aisles. "They're going faster than I can pop the boxes open."

Peter Tabilang, Radio Shack merchandising director in Hawai'i, said the Kahala Mall store's 15 to 20 DVD systems sold out within 15 minutes of the store opening at 6 a.m. Other popular items were a $48 Cinevision DVD player and $5 stocking stuffers such as universal remote controls and Sharp personal organizers.

"It's the biggest retail day of the year," he said. "We call it Hot Friday."

Dwight Yoshimura, senior vice president and general manager of Ala Moana Center, the state's largest mall, said the number of shoppers at the mall yesterday compared favorably with the day after Thanksgiving last year.

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"I'm outta here! Thank God. ... I don't even get up this early for work. I guess it's worth it." Ruben Chong, University of Hawai'i student, as he ran out of the Ala Moana KB Toys about 7:30 a.m. while 75 people stood in line to get in. Chong was at the store at 5 a.m. and waited 90 minutes to get inside. "It's not as bad as I had envisioned. ... I think it's great. I'm starting a new tradition." Kaulana Park, a first-time early-bird shopper outside the Kahala KB Toys, where he had been waiting since about 5 a.m. "We're not as crazy as other people. Other people were there last night at 12 at Wal-Mart, and they stayed all the way in the morning until, like, 5 or 6 or 7, and then they went shopping all over the place." Iva Tiave of Kalihi-Palama, who was relaxing with a girlfriend at Pearlridge Center after starting her shopping at the Kunia Wal-Mart at 5 a.m. "I'll be spending less this year. I'm going to cheaper places. I have to budget." Michele Lapinad of Kahalu'u, who is worried she might lose her job as a secretary with the state Health Department under the new administration of Gov.-elect Linda Lingle. "I decided to tackle the sales a little bit more than before. I never have, and I think I'm going to see a big difference in what I'm spending because of it. Usually I try to avoid the rush, but I end up spending much more. So this year I'm trying a different strategy: give up the time for less money." Monica Mendoza, who lives at Hickam Air Force Base with her husband, a civil engineer with the Air Force, and three children, after shopping for toys at KB Toys in Pearlridge Center.

Curt Hoisington, general manager of the Honolulu Kmart, said consumers' preferences spoke to their mood yesterday.

"When customers are worried about the economy, you'll see them buying more basics — socks and underwear," he said. "We sold a lot of futons, a lot of electronics — a lot of higher-ticket purchases."

Some Neighbor Island shoppers appeared less enthusiastic than their O'ahu counterparts, according to retailers.

Traffic was brisk at Prince Kuhio Plaza in Hilo, but Royal Hawaiian Heritage Jewelry store manager Carlson Kalua said sales for the day after Thanksgiving were down from last year. "After 9/11, people are more comfortable getting back to shopping again, but they're window shopping. ... With the way the economy is, people still need to get the best deal."

Thousands of eager shoppers were waiting for the Kahului Wal-Mart to open at 6 a.m. yesterday, said store manager Michael Mitcham. One hot item was a 27-inch TV for $148. This is the discounter's second Christmas on Maui.

"We're not setting any records, but we're happy with what we got," Mitcham said.

Between 50 and 100 shoppers were at the Kmart in Lihu'e when the store opened at 5 a.m. Hot sellers included toys, small appliances and electronics. Store manager Bill Watkins said business was about the same as last year, but better than expected "with the way things are."

No matter which island, one trait shared by many Hawai'i shoppers and salesclerks yesterday was stamina. Crack-of-dawn shopping on the day after Thanksgiving has become a standard in recent years, and yesterday was no exception.

Still, long lines and crowded aisles clearly aggravated some shoppers, even a few veterans of the frenzied scene.

Jack Rivers, a Kailua business consultant, shopped Wednesday for $200 worth of toys, but was told by a salesclerk to come back and take advantage of yesterday's sales. When he returned, most of the toys he had in hand Wednesday were gone.

"I had to get up at 4 o'clock to save $100," he said. "But they're all sold out. This is too long, too early and too little savings."

By 8:30 a.m. yesterday, he had been standing in line for more than three hours to buy toys for his boys, 3 and 5 years old. "The lesson is be patient, be patient," Rivers said. "It's for your kids."

Not all shoppers appeared willing to abide by that advice.

Ed Nishihara of Makawao woke up at 4:30 a.m. prepared for a full morning of shopping at Kmart, Wal-Mart, Ace Hardware and Radio Shack. His list included miniature cars, a DVD player, macadamia nuts and drill-bit and screwdriver sets.

But things didn't go as well planned.

At 6 a.m., he found a full parking lot at Wal-Mart and a line of shoppers at least a football field long. He ended up parking at a mall 10 minutes away and hiking. Standing in a line that didn't move for 20 minutes, he finally gave up and moved on to his next stop. Wal-Mart security told him shoppers had begun showing up at 2 a.m.

Nishihara said it was only the second year he shopped the day-after-Thanksgiving bargains — and maybe his last. The lines were frustrating, he said, and there seemed to be fewer bargains.

"I have mixed feelings," he said. "It was crazy."

Advertiser Staff Writers Dan Nakaso, Christie Wilson and Tim Hurley contributed to this report.