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The Honolulu Advertiser
Posted on: Saturday, November 25, 2006

Shoppers battle long lines on Black Friday

Video: Black Friday draws hoards of shoppers

By Greg Wiles and Dan Nakaso
Advertiser Staff Writers

Yesterday was "the most busy" day in years at Pearlridge Center, said the general manager. Strong sales are expected statewide this season.

BRUCE ASATO | The Honolulu Advertiser

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MOST PROFITABLE TIME OF THE YEAR

If the holiday shopping season is the most stressful time for retailers, it also is generally the most profitable.

Last year about 32 percent of the industry's annual profit was obtained in November and December, according to the International Council of Shopping Centers, a leading trade and research organization for retailers. At Ala Moana Center, the state's largest shopping venue, the two-month season produces up to one-quarter of the year's sales, according to an e-mailed statement from center spokesman Matthew Derby.

The jump in sales and profits is one reason why the day after Thanksgiving, when holiday shopping goes into full swing, is known as Black Friday.

It supposedly derives its name from it being the first day of the year when retailers swing from a loss to a profit.

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SHOP SMART WITH THESE TIPS

Need help shopping? Here are tips from the National Retail Federation, an industry association.

  • Use a list while shopping. Include alternate selections because your first choice might not be available.

  • Shop during stores' early and late extended hours to avoid crowds.

  • If going for an advertised item, take the ad with you so you don't end up in the wrong store looking for a specific price.

  • Staple a gift receipt to merchandise tag in case it needs to be returned or exchanged.

  • Buy for someone else's wants and needs, though be mindful you may find some items for yourself.

  • Watch your belongings at all times. Stores aren't responsible for lost items.

  • Ask salespeople if there are any upcoming sales.

  • Wear comfortable shoes.

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    Drawn by deep discounts and other sales, local shoppers lined up for deals on an array of merchandise from computers to Hawaiian jewelry yesterday as the traditional start of the holiday shopping season got off to an early-morning start.

    Some stores flung their doors open at 5 a.m. or earlier, offering so-called "doorbuster" savings to crowds of shoppers as retailers nationally predicted a solid holiday shopping season. At Circuit City's 'Aiea location, security guards dealt with throngs of people lining up before the store's pre-dawn opening.

    "It's insane," said Stacey Gonsalves, a surfwear store manager who arrived at Circuit City at 3 a.m. with her fiance, Tim Larson. "It's crazy. ... We're all crazy."

    The National Retail Federation, an industry trade group, forecasts that November-December sales will rise 5 percent, to $457.4 billion this year. In Hawai'i they could climb even higher as a result of the state's strong economy.

    Hawai'i's unemployment rate was was the lowest in the country in October at 2.1 percent and less than half the 4.4 percent average nationally.

    "Last year was about as busy as I've ever seen it in any of the malls I've managed over the past 20 years," said Fred Paine, general manager of Pearlridge Center, the state's second-largest shopping center. But after walking through the mall in the early Friday afternoon, Paine changed his mind. Yesterday was "the most busy."

    Pearlridge expects holiday sales will rise 6 percent this year. Ala Moana Center, the state's No. 1 shopping center, reported it was optimistic about this year's holiday gains and projected a "strong" single-digit percentage increase.

    Ala Moana said yesterday's sales should surpass last year's one-day total as it experienced "extremely strong" customer traffic throughout the day. Shoppers clamored for electronics, while toys, jewelry, clothing and shoes also were on gift lists, according to a center spokesman.

    Ala Moana said KB Toys opened at 12:01 a.m., while The Disney Store had its cash registers working at 4 a.m. KB drew early birds in with $20 of gift cards for every $100 spent, and 30 percent off Barbie Dolls.

    Sears offered 1-carat diamond bracelets for $100 and 70 percent off gold and silver jewelry until 11 a.m.

    CIRCUIT CITY CROWD

    People arriving at Circuit City before sunrise had a chance to buy a 32-inch high-definition LCD television set for $478. There were laptop computers priced at $100 and DVDs at $3 each.

    Ronald Ushijima, a retired engineer from Kalihi, showed up at the Circuit City store in 'Aiea at 5 a.m. Thanksgiving Day. A $599 laptop was at the top of his shopping list. And he was first in line when the doors opened 24 hours later.

    As people drove and walked by on Thanksgiving Day, "we were like the freak show," said Ushijima, who sat in a beach chair.

    As the minutes ticked down to Circuit City's 5 a.m. opening, dozens of people crowded the entrance area and a second, unofficial line began to form. Store workers and security guards repeatedly told people in the second line that they would not be allowed in until the first line had filed into the store. Still, the second line continued to grow.

    "It's crazy," said Courtney Daniels, an oceanography graduate student at the University of Hawai'i. "You've got a line of people waiting to cut in line."

    The parking lot at a nearby Toys "R" Us was quiet when Angel Kaeo of Nanakuli arrived at 9:30 Thanksgiving night. Yesterday morning, when she was at the front of the line with about 200 people snaked in a meandering line behind her, Kaeo said she felt lucky.

    "I have 25 kids I have to buy for," Kaeo said.

    The crowd was drawn by special discounts on toys and other items such as an MP3 player for $30 and 50 percent off of Bratz dolls and Matchbox car sets.

    Kaleo Torres and his wife, Jessica, of Waimanalo, at 3:30 a.m. stood at the back of the line waiting to get into Toys "R" Us to shop for their nieces. The couple had already shopped at Kmart and KB Toys.

    "These kids really better appreciate this," Kaleo quipped. "But it's supposed to be well worth it in the end, right?"

    BUSY DAY YET TO COME

    As crazy as the crowds were yesterday, it's not expected to be the busiest shopping day of the year and probably wasn't the first day of the holiday shopping season for many people. The busiest day probably will be Dec. 23, the last Saturday before Christmas, retailers said.

    Nationally, more people are starting to shop for gifts before November.

    Paine said the pre-Thanksgiving shopping trend could be seen during the Veteran's Day sales, when Pearlridge's stores swelled with shoppers.

    "We're having a pretty good year," he said.

    Reach Greg Wiles at gwiles@honoluluadvertiser.com and Dan Nakaso at dnakaso@honoluluadvertiser.com.