By Melonie Magruder
Lookout Staff

November 30, 2011 -- Downtown Santa Monica merchants kicked off a “high energy weekend” on Black Friday, according to Santa Monica Place senior marketing manager Nicole Flynn, with a strong mix of local families and international visitors strolling the newly redeveloped mall.

Santa Monica tree lighting ceremony. Photo courtesy of Santa Monica Place.

Santa Monica Place apparel merchants set the shopping tone by offering 20 to 50 percent promotional discounts until 10 a.m. or noon on Friday, but shoppers remained in the malls and promenades, keen on finding early bargains on jewelry and winter clothing. Luxury tenants were particularly happy to see shoppers on a mission to purchase that ring or necklace picked out earlier.

“We’re seeing trends looking upwards as guests seem to be in a generous spirit this year,” Flynn said. “Much of their spending is based on value and compelling offers.”

The pleasant weather might have encouraged many of visitors to tarry while strolling the Promenade. Sandra Ramirez, at the Electroflash Media kiosk, said she was “super busy” from Friday through the weekend.

“It was insane,” said Ramirez, who sells t-shirts that light up in response to sound. “I saw lots of families with strollers, old people walking their dogs, everyone.

"Lots of people were walking around with shopping bags from Best Buy and other stores," she said. "And they were pulling out their wallets. I hope it stays like this.”

Kristen Hardy oversees the Bracchiale kiosk at the Broadway entrance to Santa Monica Place, selling festive mid-priced jewelry. She said the exceptional weather brought out hordes that kept her busy over the weekend.

“Remember it rained last year and we lost a lot of potential business,” Hardy said. “We get a lot of tourists from all over, Australia, Japan, Saudi Arabia. If the weather stays nice like this, I think we’ll have a good Christmas.”

Flynn said that although mall retailers are anticipating growth of two to three percent in line with predictions of the National Retail Federation (NRF) and the International Council of Shopping Centers, Santa Monica Place will be offering an array of holiday festivities to encourage shoppers to linger.

Storytime and Cookie Decorating with Mrs. Claus, pet photos, Breakfast with Santa, and Hannukah crafts are available for youngsters. Flynn expects a busy week after Christmas, with gift card redemptions, sales and exchanges.

“We think of it as our Holiday Ever After week,” she said. A post-Christmas concert series featuring up-and-coming local entertainment should keep Santa Monicans in the mall mood through the New Year, she added.

The NRF reported the Black Friday weekend brought retailers a record $52.4 billion in revenue nationally, with an estimated 226 million shoppers scouring aisles for the best deals.

The Black Friday bargain mentality and budget focus looks like it will prevail through the holiday season, meaning retailers will probably be responding with value-added promotions and discounts for certain items, according to the NRF. But some stores still seem to be waiting for the crowds.

“We weren’t overwhelmed over the weekend,” Olga Fragoso of L’Occitane said. “But I saw a lot of young people out window shopping. I think they are waiting till the week before Christmas to see how what sales might come up.”

More information on holiday festivities at Santa Monica Place may be found at www.santamonicaplace.com.