Bargain hunters hit stores early for holiday gifts

By Kelly Yamanouchi
Advertiser Staff Writer

Shoppers squeeze through an aisle in their rush to grab gift items at K B Toys at Ala Moana Center. Day-after Thanksgiving sales lured early birds across the state. Jeff Widener • The Honolulu Advertiser Mall hours extended Many O'ahu malls have extended holiday hours: Ala Moana Center Today-Dec. 4: 9:30 a.m.-9 p.m. Dec. 5-18: 9 a.m.-10 p.m. Dec. 19-23: 9 a.m.-11 p.m. Dec. 24: 8 a.m.-6 p.m. Pearlridge Center Today-Dec. 5: 9 a.m.-9 p.m. Dec. 6-19: 9 a.m.-10 p.m. Dec. 20-23: 9 a.m.-11 p.m. Dec. 24: 9 a.m.-6 p.m. Kahala Mall Today: 9 a.m.-9 p.m. Tomorrow: 10 a.m.-5 p.m. Dec. 1-5: 10 a.m.-9 p.m. Dec. 6-23: 9 a.m.-10 p.m. Dec. 24: 8 a.m.-5 p.m. All are closed Dec. 25.

Darlene Nakashima of Mo'ili'ili was among the early birds. She didn't sleep at all Thursday night, but earned the title of "first in line" in front of K B Toys at Ala Moana Center yesterday morning.

"I do this every year," she said. "It sounds crazy but you do anything for your kids."

Nakashima, 40, arrived at the mall at the achingly early hour of 2 a.m. The center wasn't even open yet, so she waited until 4 a.m. to get in line at the toy store.

That was just the start of a busy day filled with plans to hit Sears, Shirokiya and Macy's, then the Islandwide Crafts & Food Expo at the Neal Blaisdell Center.

Nakashima was far from alone. While most people were still asleep after a hearty Thanksgiving dinner, hundreds waited at stores around Hawai'i for day-after-Thanksgiving sales.

Long lines and early discounts are all part of an important national shopping day known as Black Friday when retailers hope sales push them into the black of profitability. Store managers are hoping that this year's season will get off to a good start as the state and national economic picture improves.

"Today is an important day for us, and it kind of sets the tone for the rest of the season," said Wayne Simmons, K B's district sales manager for Hawai'i. "The turnout's been pretty good."

The National Retail Federation forecasts holiday sales will increase 5.7 percent to $217.4 billion, the largest increase since 1999 after a particularly weak 2002 holiday shopping season.

The trade group said its holiday survey indicates consumers plan to spend an average of $671.89 this season, up from $648.85 last year.

Carol Pregill, president of Retail Merchants of Hawai'i, said local retailers are sensing more optimism this year.

"The state seems to be in better shape overall," Pregill said. In recent years consumers have been spending heavily on home purchases and home remodeling as low interest rates fueled a refinancing boom. This year, more are beginning to buy apparel and jewelry, too, she said.

"Maybe we just haven't bought new clothes in a while and it's time," Pregill said.

Pregill said many stores are preparing with larger inventories. A month of congestion and delays after last year's shutdown of 29 major Pacific ports was a serious concern for retailers, but this year stores have been stocking up as usual.

On Maui, too, shoppers were out early and in force yesterday.

K B Toys at the Queen Ka'ahumanu Center in Kahului opened at 5 a.m. and hundreds waited in the dark in a line that wound from the mall's interior to the parking lot. The line continued into the afternoon.

At Wal-Mart, the line started forming at midnight. By the time manager Michael Mitcham arrived at 4 a.m., 300 or 400 people were queued up. When doors opened at 6 a.m., more than 1,000 shoppers were waiting outside.

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

Colleen Gonsalves of Makawao woke up at 3:30 a.m. to prepare for a full day of shopping. She teamed up with friend Lillian Bacos, mom Charlene Freitas and Charlene's granddaughter, Ashley Freitas, for visits to Wal-Mart, Kmart, Sears, K B and Costco.

They scored deals on DVD players, an Easy-Bake oven, a television set and lots of toys — completing nearly all of their Christmas shopping, Gonsalves said.

Bacos described her role as "the runner," sneaking into the crowd near the front of the line, then barging her way toward the bargains.

"You have to be fast," she said, demonstrating her technique.

" 'Excuse me, excuse me.' You just have to wriggle by people.

"My husband thinks it's crazy, but I like the adventure. It's kind of fun to see if you can beat the next person," she said.

Vicky Peters was in line at K B midmorning, shopping for her nieces and friends' children, after braving the opening at Kmart in Kahului. She was in a good mood because her boyfriend had bought her an engagement ring — on sale for two-thirds off.

"I found it in the paper," she said, smiling. "In the parking lot, he asked me to da kine. It was good for him, because he got to do it in 15 minutes and then go surfing."

At Prince Kuhio Plaza in Hilo, Hawai'i, more than 500 people lined up to enter to win a shopping spree giveaway, including some who lined up Thursday night armed with sleeping bags.

"People seem to be in a positive mood for shopping this year," said mall general manager Carol VanCamp.

Annie Matsuwaka, a Kaimuki resident who waited in a long line snaking through The Sports Authority store on Ward Avenue to buy sports gear for her two sons, said her strategy was simple. "Let's just get in there, pick what we need and get out of there," she said.

Ben Arita, manager of The Sports Authority store, said he expects holiday sales to be 25 percent higher this year over last year.

At Kahala Mall, 13-year-old Mia Wai of Kaimuki said waking up before the crack of dawn to shop is "better than school."

"It's fun getting up early and being able to shop with your family," Wai said. "After this we're going to go to sleep. Then we're going to go shopping again."

Pearlridge Center shoppers encountered lengthy lines at Circuit City and Toys "R" Us, and regional marketing director Scott Creel said twice as many stores opened early this year compared with last year.

As K B Ala Moana's opening hour drew near, Nakashima peered through the slats of the security barrier to scope out the location of toys in the store.

Her goal was to get 90 percent of her Christmas shopping done today. Nakashima estimates she'll end up spending as much as $500 for gifts on her 10-year-old daughter, and perhaps another $500 on the rest of her family.

Dozens were lined up behind Nakashima waiting to get in. Some talked story with other doting parents, aunties and grandparents, while others frantically studied advertisements and made lists.

And at 5 a.m., store manager Robin Lo stood at the front of the store and asked, "Ready to shop?"

With a subtle wave of her hand, the shopping day began. Nakashima sped in, grabbing a train set and struggling to get it into a giant plastic shopping bag, then shoving boxes of Bratz dolls in with it.

"Bionicles?" she asked a store employee in the abbreviated language of a frantic shopper in search of LEGO robot sets.

"Bionicles are in the next aisle," the employee calmly replied.

"Oh shoot, I passed it!" Nakashima said.

By the time it was all over, the damage totaled $206.84. But that left a critical, 11th-hour decision. Nakashima was just a couple of dollars away from getting a second free Care Bear, the clerk informed her.

The solution was another LEGO set, and soon afterward, Nakashima was struggling to pull two huge bags of toys out the door to move onto the next store.

Lana Decambra of Kapahulu did some online shopping Thursday night, but still woke up early to hit the stores.

"This is like tradition," Decambra said. "I feel like I'm missing out if I don't get up."

Advertiser staff writer Christie Wilson contributed to this report. Reach Kelly Yamanouchi at 535-2470 or at kyamanouchi@honoluluadvertiser.com.

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Cars flood the Ala Moana Shopping Center parking lot. Rebecca Breyer • The Honolulu Advertiser

Suzanne Kiyabu, of Moiliili, shops with her daughter Kelly, at the Ala Moana Shopping Center. Rebecca Breyer • The Honolulu Advertiser

CKiana Stenberg, and her mother, Josephine, put their bags in their trunk after shopping. Rebecca Breyer • The Honolulu Advertiser

Shoppers flood the Ala Moana Shopping Center. Rebecca Breyer • The Honolulu Advertiser