U.S. Retail Sales Show Growth Spurt Fueled by Apparel : Economy: Activity also picks up in California. Chains with a major presence in the state mark surge in March business.

Most of the nation’s major retailers reported higher sales than expected in March as warmer weather and an early Easter prompted a buying spree in spring apparel, marking an end to months of pent-up demand for clothing.

There were also signs of some economic recovery in California, which has trailed the rest of the nation in retail activity since 1990, as sales surged at retail chains with a major presence in the state.

“The California economy is improving, and retail sales are beginning to reflect that development,” said Walter Loeb, a New York-based retail analyst.

Sales at Los Angeles-based Carter Hawley Hale Stores--operator of the Broadway department store chain--rose largely because of increased demand for men’s clothing, women’s clothing and home furnishings. Carter Hawley’s same-store sales--revenue from stores open at least 12 months--rose 6.4% from a year ago.

The St. Louis-based May Department Stores, operator of California’s Robinsons-May department store chain, reported a same-store sales increase of 12.8%.

R.H. Macy & Co., which operates the Bullock’s and I. Magnin chains, reported a same-store increase of 14.4%. Macy, which is reorganizing under Chapter 11 bankruptcy, is trying to stave off a potential takeover bid by Cincinnati-based Federated Department Stores. Federated reported a same-store increase of 3.1%.

Minneapolis-based Dayton Hudson Corp., another retailer with a strong presence in California, had a 8.5% same-store sales increase. The retailer operates the Target and Mervyn’s chains. Nationwide, Target had a 12% same-store increase in sales.

“Sales increases at Target’s stores in California were consistent with Target’s nationwide performance,” said Ann Barkelew, a Dayton Hudson spokeswoman. “It was a good month.”

Mervyn’s same-store sales increases were only 6% nationwide, and increases in the chain’s California sales, on average, were even lower. However, sales at Mervyn’s 47 Los Angeles-area stores were strong largely because of demand for apparel, said Sandy Salyer, a Mervyn’s spokeswoman.

Nationwide retail sales rose 11.1%, according to the Salomon Bros. retail index, compared to an increase of only 1% in March, 1993, when sales in much of the nation were slowed by a blizzard. Analysts say the nation’s retailers will have a strong 1994 if apparel sales continue to surge.

“Consumers remain very price-conscious, but if clothing sales are strong again in April, we might expect a yearlong resurgence in apparel sales,” said Kurt Barnard, a retail economist and editor of Barnard’s Retail Marketing Report.

Specialty apparel retailers were among the companies benefiting from the surge in demand for apparel. Gap Inc. said same-store sales rose 16%, and The Limited Inc. reported a 7% increase for the month.

Wal-Mart, the nation’s No. 1 retailer, said same-store sales rose 15%, while Sears, Roebuck & Co. said its March sales were up 16.8%. Also, J.C. Penney said it had a March increase of 13.7%.

On the other hand, Kmart Corp. had more modest gains, reporting a same-store sales increase of 4.5% for the month.