Black Friday: Snippets from Cerritos, Costa Mesa and Newport Beach

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South Coast Plaza, Costa Mesa

The luxury branch of the shopping center was drawing healthy numbers, but few goods were actually on sale. Shoppers at the Saks Fifth Avenue store were allowed in just before 8 a.m., and a flock of women made a beeline for a table of (full-price) Marc Jacobs purses.

Security guards were stationed at every parking lot entrance to direct traffic. Employees had to park in an off-site lot to make room for customers and were taken to the mall in a shuttle.

The Christian Louboutin shoe boutique was decked out with a red carpet and Christmas bows in the window -- and only one customer was inside just after 8 a.m. Iana Oviedo, 31, of Beverly Hills, an advertising account director, was trying on purple pumps while the single sales rep chatted her up.

She was only at the shopping center to pick up the shoes she had ordered in advance from Nordstrom, but decided to pick up a few things for herself.

“I just wanted to go shopping,’ Oveido said. ‘Usually, I try to avoid this day as much as possible.”

Meanwhile, John Zhang, 21, a student from Arcadia, had just purchased a $512 Louis Vuitton scarf for his girlfriend. Though he said he was generally cutting back, with presents for fewer people, he admitted he was still buying gifts for himself. Case in point, the Dolce and Gabbana shoes and jacket he snagged for 50% off.

“If you really want it, the price really doesn’t matter,” he said.

Toys R Us, Cerritos

There were 300 people in line at 4:30 a.m., some sitting in folding chairs, others reading books. One girl was sitting inside a shopping cart, waiting.

Tammy Johnson, 45, a Medicare specialist from Bellflower, came straight from Thanksgiving dinner at 8 p.m. with her 16-year-old daughter Saira. The pair were first in line, hoping to haul away an iPod, bikes and a scooter for Johnson’s three children and grandson.

“I come for the thrill of it,” said Johnson, who has come out to stores early for three Black Fridays in a row. Each year, the wait is long.

And the worst part? There’s never an open restroom in sight.

Fashion Island, Newport Beach

Cathy Menke, 50, of Los Alamitos, wandered around the shopping center after collecting a number of bags from Neiman Marcus stuffed with jewelry, perfume and cashmere sweaters.

On Wednesday, she visited the luxury store for the 40% markdowns. But employees tipped her off to additional discounts of 30% today.

So she did some reconnaissance, noting which items she wanted, and comparison shopped at competing stores. Ultimately, she managed to wrap up all her holiday shopping within two hours.

Darci Reicken, 40, of Newport Beach, carted around a Neiman’s bag as well as her Chihuahua, Holly, who took a ride in Reicken’s purse.

Reicken picked up pants, a blouse, a dress and shoes that she had pre-ordered for herself. Once a weekly visitor to Neiman’s, she has dropped off to about a visit a month, opting instead for online browsing. Her personal shoppers at Neiman’s and Nordstrom have been hounding her, asking where she’s disappeared to.

‘I’m definitely spending more cautiously now -- you’re stupid if you don’t,’ she said.

Still, Reicken said that if she really needed something, she would still buy it regardless of whether it’s on sale.

--Joanna Lin

Photo: Shoppers are out in force at South Coast Plaza in Costa Mesa on Black Friday hunting for bargains and getting an early start on their holiday purchases. Credit: Mark Boster/Los Angeles Times