By COLIN M. STEWART
By COLIN M. STEWART
Tribune-Herald staff writer
East Hawaii residents know that on this day, Makaala Street is where it’s at if you’re looking to disappear into the crowd as you hunt down gobs of holiday merchandise at low, low prices.
Bayfront, not so much.
“It’s a ghost town on Black Friday,” said Alice Moon, executive director of the Hilo Downtown Improvement Association. “From what we hear from the business people … it’s dead. Everybody doesn’t think about shopping down here. They’re out looking for the high-ticket items — appliances, phones, computers and bigger, expensive things.”
From the merchandise on offer, to the atmosphere, to the customer service, the “mom-and-pop” shops in downtown Hilo serve up an entirely different experience — something that doesn’t quite gel with the pace and the sheer volume of Black Friday, she said.
Rather than compete for foot traffic with the big-box retailers on the other side of town on Black Friday, many of the stores along Kamehameha Avenue and the surrounding areas have largely ceded the day after Thanksgiving, shying away from special promotions, sales and extended hours. Instead, they have begun to embrace alternative days to focus on shopping local, such as Small Business Saturday — the Saturday after Black Friday — and Red and White Night, which will fall on Dec. 6.
“When you’re shopping for yourself, or looking to get one of the popular, big-ticket items, that’s why people shop at the big-box stores. But when it comes down to that special item, or one-of-a-kind thing that’s artistic or creative, something that will be a memento people will remember, that’s where people start looking downtown,” Moon said.
“And Small Business Saturday has kind of taken hold across the country for that reason. … People are really seeking an alternative to that crazy pace to these post-Thanksgiving, and even pre-Thanksgiving shopping sales. Because when you do that, you’re doing it at the expense of your sanity and your patience. It’s just such a high-energy, almost maniacal thing. Is that really how you want to spend your Thanksgiving weekend?”
Last year was the first time businesses in Hilo began promoting Small Business Saturday, and customer response warranted that they pick it up again this year. Many shops will have special hours, remaining open later than usual, and some may offer special incentives and discounts.
“The holiday season is really what keeps small businesses alive,” Moon said. “If people spent even 10 percent of their holiday shopping budget (downtown), it would make a huge impact. Their money would stay here in the community. … It’s the right thing to do.”
As the brand new owner of the Most Irresistible Shop on Kamehameha Avenue and a former marketing director at Prince Kuhio Plaza, Tracie Yoshimoto knows full well what sets stores like hers apart from the crowd.
“They give you such a nostalgic feel,” she said. “I love shopping downtown, myself. I don’t want to buy gifts that you can get anywhere. When I shop for gifts, I like to make it feel personal.
“For me, the Most Irresistible Shop had a lot of sentimental value. I grew up with the store. It opened when I was 6 years old, and I used to shop in the store when I was little. … As a customer in a small shop, I always feel like I get more personal attention “
Old-fashioned stocking stuffers like cork pop guns and sparking wind-up toys, temporary tattoos or fingerprint hand puppets, as well as pottery, jewelry and handbags by local artists are just some of the items on display at the Most Irresistible Shop that carry a certain unique flavor that appeals to people who are looking to give a gift that takes the recipient to a different time or place, she said.
“We’re hoping to attract shoppers that want to find unique gifts in a setting that’s inviting,” Yoshimoto said.
Unique is also the watchword for Tia Yamanaka, owner and operator of The Boutique clothing store on Kamehameha Avenue. This marks her business’ third foray into the holiday shopping period, and each year sales have improved, she said.
“I always do sales on Black Friday. We’ve seen our sales double during the Black Fridays,” she said.
Because she focuses on merchandise that can’t be found anywhere else on the island, Yamanaka feels like she doesn’t have to compete with the big stores like Macy’s.
“Our lines are things that aren’t offered elsewhere, like Macy’s. For us, the stuff we carry is so different, that we do really well,” she said. “We do a lot of international lines. We have five different Australian lines, a line from the U.K. … That sets us apart.”
On Friday, she’ll have a special promotional sale from 10 a.m.-noon at 30 percent off on all regular priced items, as well as an additional 15 percent off for all items on the “40 percent off” rack. The rest of Friday and Saturday, she’ll be offering 20 percent off for all regular items. She also expects to have a small sale on Red and White Night.
Hilo will celebrate the holiday season with its Red and White Night on Friday, Dec. 6. A play on Hilo’s regular Black and White nights, this year the first Friday of the month will take on a red tinge to welcome the holiday season. Attendees are encouraged to dress in red and white.
Beginning at 5 p.m. and running until 9 p.m. and beyond, there will be free live music, an art walk, night markets, and more.
“We’ll have at least 50 businesses that will be open until at least 8 p.m.,” Moon said.
Shops owners will participate in a window decorating contest, and the town’s annual Christmas Parade will begin at 5:30, skirting the downtown area along a route that has been shortened this year to create fewer traffic and parking headaches, she added.
A tree lighting ceremony will be held in Kalakaua Park, and following that participants can break off into groups and roam around town caroling “flash mob style,” Moon said.
Connections Public Charter School on Kamehameha Avenue will serve as the central staging area for the event, where people can obtain maps and schedules of events for the evening.
“We’re really going with what sets us apart from the mall. You see your neighbors. We all know each other, you can turn people and say ‘Merry Christmas! Happy Hanukkah!’ It’s about the whole spirit of the town — a spirit of community that makes shopping so much more special and meaningful. … It’s a spirit that transcends ‘Buy! Buy! Buy!’” she said.
Email Colin M. Stewart at cstewart@hawaiitribune-herald.com.