With all the economic news foretelling of consumers more strapped than they’ve been in a long time, I half expected the malls to be less crowded this year.
Nope.
At least not at Orange County’s top shopping center, South Coast Plaza in Costa Mesa.
At around 8:15 a.m., people already were headed out of the mall carrying their early morning buys on Black Friday, named for the day when retailers start making a profit.
The mood seemed intense. Few stores were actually playing holiday music, it was loud pop and rap. No carolers. Perhaps they were to come later. And there was no love for Santa, who had few visitors waiting for a photo.
But the line at Starbucks was long, so long that workers were outside the store taking orders as the mobs waited to get caffeinated.
People were there to shop.
Deep discounts and incentives seemed to be the rule.
Sears, sort of a misfit at the mall, had long lines fueled by 40% off signs on just about everything. Macy’s, Nordstrom and Bloomingdale’s also had incentives to woo the early shopper.
Victoria’s Secrets had gifts, such as $30 plush robes all wrapped up ready to buy. Sanrio offered customers a big shopping bag and 25% off everything you could fit in there. A nifty ploy. It made you feel as though you had to fill that bag.
Debra Gunn Downing, executive director of marketing for South Coast Plaza awaiting throngs of press in the hospitality suite,which will soon become a Harry Winston jewelry boutique,was beaming.
“We’re very happy,” she said.
The shopping center expects to finish out the year with $1.5 billion in sales, up from $1.3 billion last year.
New stores coming to the South Coast Plaza include the first domestic Rolex shop, Oscar de la Renta, and sushi restaurant, Hamamori.
“Customers are always looking for something new.”
Tourism also is big at South Coast Plaza.
The center goes out of its way to please tourists that step off the tour bus.
“We’ll do anything,” Downing said.
Mimosas in the morning at stores or special lunches are set up for traveling guests.
Those who stay at the Montage in Laguna Beach this holiday season are encouraged to shop at the center with a car and a driver, lunch for two at Quattro and two complimentary gift wraps.
Exclusives also are part of the success of the shopping center.
“You can’t get Versace anywhere else in Orange County,” Downing said. Or Coach, or Fendi and several others.
The radius restrictions keep South Coast Plaza retailers from popping up at nearby malls.
South Coast Plaza’s most obvious reason for success is its luxury bent. The affluent shopper is more immune to economic woes.
“We’re fairly insulated from certain economic conditions,” she said.
Gunn Downing expects the upward sales trend to carry on into next year.
