Merchants Set Sale in Uncertain Waters of Holiday Season : Shopping: Expectations are low, but some store owners in downtown business districts are pleasantly surprised by the turnout.

For many, the words shopping and mall go together like Dasher and Donner. But as Orange County shoppers rang in the first official day of the Christmas shopping season Friday, some shunned the hustle-bustle of big malls for the county’s handful of downtown business districts.

And like retailers across the nation, an informal survey of local downtown merchants on Friday found an uneasy mood about the holiday shopping season amid concerns about the economy and the turmoil in the Middle East.

Many downtown merchants reported sparse business, and some seemed more resigned than others to the idea of unspectacular holiday sales.

“I’m one who says, que sera, sera, “ said Charlene Rogers, manager of Exclusive Antiques in downtown Orange. “It’s slow, but we’ll survive with the flow of traffic we have.”

Mark Stevens, manager of the J.E. Dawson men’s clothier in Laguna Beach, said, “It’s slow everywhere.” He said early seasonal discounting by major department stores has added to the woes of smaller retailers already hurt by a sluggish national economy. “The department stores have inundated the public with sale, sale, sale at the malls, and that has hurt us here locally.”

But some shoppers said they were by passing department store discounts for a more relaxed, small-town type of shopping experience.

Cathy Davalos, a 28-year-old teacher from Cerritos, was inspecting the dolls at Exclusive Antiques in Orange on Friday afternoon. She said she doesn’t like the crowds at malls.

“I like the quaintness of this area, the old-town feel,” she said. “Malls are so boxed-in, with piped-in music. They’re so stale.”

Local retailers said they’d been expecting a slow start to the holiday shopping season because of the economy. Light morning traffic seemed to confirm the gloomy predictions, but the crowds grew at some major shopping malls as the day wore on. By early evening, motorists were lined up at the Bristol Street exit ramp on the San Diego Freeway, near South Coast Plaza.

Westminster Mall reported heavy traffic by the end of the day as well. But traffic remained moderate at MainPlace mall in Santa Ana and light at Fashion Island in Newport Beach.

After several months of slow sales, merchants in downtown Orange said Friday’s increased foot traffic was a welcome change.

“Today was a little more than I expected,” said Dorothy Casada, owner of Dorothy & Friends Antiques, as she wrapped a harvest-colored pillow. “But we’re probably not any busier than last year.”

It’s not for lack of trying. Some merchants in downtown Orange have begun offering free refreshments to weekend shoppers and plan to keep it up until the holiday season ends.

Diane Zalay, an owner of Antique Place, said shoppers are buying less and buying differently. “People are buying fewer frills and knickknacks,” Zalay said.

Along Santa Ana’s 4th Street, groups of predominantly Latino shoppers crowded the sidewalks of the old but renovated shopping district Friday.

Some came to stock up on Christmas presents or gifts to take to their native Mexico or Central America for the holidays. Others appeared to be more interested in just watching the active street life.

John Garcia, manager of Perfect Shoes, said sales are off this year because of the uncertain economy. “We don’t expect Christmas to be like last year,” Garcia said. “People are holding back. They seemed to be holding onto their money.”

In Laguna Beach’s main business district, Chantilly By The Sea seemed to be attracting the biggest crowds on an unseasonably warm November day. But what the shop sells--ice cream--isn’t meant for under the Yuletide tree.

Laguna Beach retailers said sales were slow and the most crowded stores appeared to be restaurants and snack shops.

“A lot more people are putting things on hold and coming back,” said Jane Huston, a clerk at Hobie Sports, a surf and ski shop. “People are taking more time to decide what they want to buy.”

Those shoppers interviewed walking around town said they were there for the beach and to browse, not to buy. Some observers said people seemed to be carrying fewer shopping bags than in years past.

Shoppers “know stuff is going to be on sale after Christmas,” said Tori Taylor, store manager at Hobie Sports.

Times staff writers Gregory Crouch and Chris Woodyard contributed to this story.