Decking the malls

Lolita Harper and Deepa Bharath

People here are showing patriotism by not only flying flags, but by

doing their best to keep the economy strong by shopping.

On what is typically the busiest shopping day of the year,

bargain-hunters showed up in droves Friday to take advantage of longer

mall hours and great sales. Everyone interviewed at South Coast Plaza and

Fashion Island said they were not cutting back on their holiday spending

this year.

“You are able to spend the same amount and get more because so many

stores are having promotions to boost sales,” said Los Angeles resident

Ruth Anne Taylor, who was visiting her mother in Corona del Mar and

shopping at Fashion Island.

The mother-daughter duo, who said they had already finished their

holiday shopping, were bogged down with bags of items just for them.

While the day after Thanksgiving is supposed to kick off the official

holiday gift-buying season, store managers said most customers were

shopping for themselves.

Else Franzman, the manager of Guess in South Coast Plaza, was

frantically trying to find dressing rooms for customers.

“The fitting rooms are packed instead of the lines for the cashier.

You can tell these aren’t gift shoppers,” Franzman said.

Retailers said they were just glad the shoppers were spending.

Although most economists predicted a slow holiday season, South Coast

Plaza and Fashion Island seemed immune to the crunch.

The average household income of a Fashion Island shopper is about

$100,000, said Shayne Voorheis, the marketing director for the center.

At least the same is true for South Coast Plaza shoppers, said Debra

Gunn Downing, that mall’s spokeswoman. She estimated the average

household income of plaza shoppers to be well over $100,000. South Coast

Plaza saw about 150,000 to 200,000 shoppers Friday, she estimated, and

expected about 400,000 over the weekend.

“We had a very strong day. We are very encouraged that today will set

a good trend for the rest of the [holiday] season,” Gunn Downing said.

Representatives from Lucky Brand Dungarees, The Greenhouse Spa and

Betsey Johnson at Fashion Island said sales over the past few months --

except a brief drop immediately after the East Coast attacks -- were

higher this year than last.

Parking lots at both shopping destinations were crowded with the usual

cars driving in circles, just waiting for someone to leave. People

couldn’t walk 20 feet in South Coast Plaza without running into a

stroller, a person or an armful of shopping bags.

Jessica Sharkey of Costa Mesa brought her out-of-town guests to shop

at Fashion Island. She sat by the fish pond with her daughter while her

friends fought the crowds. Sharkey said she is aware of a need to watch

her spending, but Christmas is Christmas.

“It’s always in the back of my mind, but when it comes to the holiday

season you seem to forget about it,” Sharkey said.

The Puma store made its grand opening at South Coast Plaza on Friday,

hoping to start off their tenancy with a bang. Manager Shawna Austin said

the store was busy but not overwhelmingly so.

“There’s a steady flow of traffic. We’ve had stuff to do all day,”

Austin said.

While the malls may be the more traditional places to go for holiday

shopping, other retail venues, such as the Market Place at the Orange

County Fairgrounds, held their own promotions to boost sales. Vendors at

the swap meet reported a bleaker financial picture than mall

representatives.

Shoppers were trickling into the fairgrounds Friday morning to get a

jump-start on holiday shopping at the Thanksgiving Market Place.

Admission, usually $2, was free for the special event..

Paul Kulzer of Huntington Beach appreciated the special holiday

concession.

“It makes the shopping part even better,” he said, walking away from a

stall with a large wooden frame in tow. “But I’m here especially for the

DVD movies. They’re only $15 each. That’s a good deal.”

The Market Place is familiar ground for Barbara Lemire, a 15-year

Costa Mesa resident.

“You get all kinds of stuff here,” she said, looking around at the

spread, from toe rings and leather pants to sun catchers and bathroom

fittings.

“We find things here that we don’t find anywhere else, and we get them

for a lower price,” Lemire said. “My daughter particularly likes the

pretty hair accessories.”

Merchants, however, were not as enthusiastic as their customers. Many

said it was a slow day and that they expect a much worse holiday shopping

season this year.

Jae Kim, who has had his garment stall at the Market Place for 14

years, said his sales are down by 25% compared with last year.

“It’s slow all over, not just here,” he said. “I think it’s going to

continue through the holidays. It’s just the general trend and the

economy. People don’t want to buy that much.”

At press time, both South Coast Plaza and Fashion Island officials

said it was too early to report sales totals but were encouraged by the

large number of shoppers.

-- Lolita Harper covers Costa Mesa. She may be reached at (949)

574-4275 or by e-mail at o7 [email protected] .

-- Deepa Bharath covers public safety and courts. She may be reached

at (949) 574-4226 or by e-mail at o7 [email protected] .