Retailers jolly over Black Friday turnout

East Valley malls and shopping centers are feeling jolly about the holiday shopping season after Black Friday brought larger-than-expected crowds.

Some 30,000 to 35,000 shoppers descended on Chandler Fashion Center when the mall opened its doors and the momentum continued throughout the day, said Christina Lanoue, senior property manager.

Slideshow: Area stores on Black Friday

“It was a terrific, terrific night,” she said. “Many stores made their Black Friday numbers within the first two hours of opening. Stores that were very promotional seem to be the most successful, stores that (are offering) substantial savings were probably the most popular stores.”

Lower-than-ever Black Friday prices on toys, apparel, electronics and appliances had many Americans leaving the Thanksgiving dishes in the sink and heading to the stores to wait in line as early as 7 p.m. Thursday, according to the National Retail Federation. Retailers in all sectors have reported strong crowds.

“Retailers came out swinging for Black Friday, offering some of the holiday season’s lowest prices on electronics, appliances, apparel and toys,” Tracy Mullin, federation president, said in a statement. “Budget-focused shoppers seemed to be pleasantly surprised with post-Thanksgiving deals, which many retailers will extend into Saturday and even Sunday.”

The federation estimates holiday sales will decrease 1 percent this year to $437.6 billion nationally. Its holiday sales forecast is based on an economic model using indicators like housing data, unemployment and previous monthly retail sales reports and includes retail industry sales from November and December.

Both Fiesta Mall and Superstition Springs Center saw heavier-than-expected traffic when the malls opened their doors, said Melissa Buxton, senior marketing manager for both malls.

“The stores are reporting that the numbers are better than expected, they’re beating last year’s numbers,” she said. “This is our first year with Best Buy at Fiesta Mall and it has brought an incredible amount of energy to the center. Our goal was to at least come out flat if not a little bit ahead of last year, and I think (Black Friday) is a really good sign for good things to come this holiday season.”

San Tan Village saw brisk traffic throughout Black Friday “and we’re pleased with the amount of bags we’re seeing throughout the shopping center,” said Jennifer Olson, senior marketing manager.

“Most of the stores are telling us it’s better than they expected for a Black Friday, so we’re very positive with that,” she said. “Also, around noon we had a lot of the restaurants pretty full as well, so that certainly helps us in terms of traffic and sales.”

Many of the shopping malls in the East Valley opened at midnight on Black Friday for the first time this year as retailers sought to maximize sales in a down economy. In the past most retailers didn’t open until 4 or 5 a.m.

Chandler resident Amanda Chan, who along with her family waited at the front of the line at one of the Chandler mall entrances, said they arrived at about 9 p.m. Thanksgiving night.

“We wanted to be first to get the $50 gift card,” she said, referring to a promotion by the shopping center owner Westcor that gave away $50 gift cards for every $100 shoppers spent during the early morning hours.

“All year we have been budgeting for this,” she said, adding that the family probably would shop until 8 or 9 a.m. Friday morning.

Deana Sheridan, another Chandler resident near the front of the line, said she wasn’t necessarily looking for great deals but wanted to go out “just because I’m a night person.”

Hannah Grivna, an Arizona State University student from Mesa, said she planned to shop for several hours at the Chandler mall, then go to Best Buy to stand in line there for a 5 a.m. opening, then go to Wal-Mart.

“I will get clothes for myself,” she said. “My mom gave me some money, so I will get myself everything.”

Her friend, Kody Lippincott, also an ASU student from Mesa, said she also will shop all night.

“I’ve been looking online all day for coupons,” she said. When asked why she was going to shop in the mall early Friday instead of ordering online, she said “it’s more exciting this way. Everyone is rushing around.”

Mesa resident Becky Larson said she also liked the energetic atmosphere of the midnight opening. “It’s fun,” she said. “I saw ‘New Moon’ at midnight. I like doing things like that.”

She even was able to drag her husband David along with her late Thursday night. “I think it’s kind of funny,” he said.

Becky’s niece, Kinsie Peterson, said she likes to go out early each year on Black Friday.

“You get to see the crazy side of people,” she said.

Angelique Watson of Tempe and her sister, Alex Verrue of Phoenix, said they like to start the Christmas season every year with early-morning Black Friday shopping. Until recently they usually started at 3 a.m. Then last year they went to Arizona Mills in Tempe when it opened at midnight, and this year they decided to do that same at Chandler.

But they waited by themselves in the parking lot a discrete distance away while the rest of the crowd jostled around the entrance. It’s not their style to fight the crowds to be first for the best deals, Watson said.

“If we don’t get what we want, then we don’t get it,” she said. “Usually there’s nothing worth it to fight over.”

Although shoppers are not expected to spend heavily on gifts this year because of the weak economy, a lot of what they do spend is likely to happen this weekend, according to a poll by the National Retail Federation.

The survey found that up to 134 million consumers will shop on Friday, Saturday or Sunday, more than the 128 million in last year’s survey. The poll said 57 million plan to definitely hit the stores while another 77 million could go out if the discounts are tempting enough.