BARGAINS A LA CARTS : SHOPPERS FLOCK TO MALLS, HELP RETAILERS BOOST PROFITS.

Byline: Stacy Finz Daily News Staff Writer

Guille and Vera Pulido know the art of a deal.

The Arleta sisters woke at dawn Thursday, skipped breakfast and waited in line for hours at the Sherman Oaks Fashion Square - all in search of post-Christmas bargains and half-off sales.

And by day's end, the Pulidos had spent $600 at The Disney Store, on items that would have cost about $900 a day earlier.

``It takes care of gifts for our nephews and family members for the next year, as well as birthdays,'' said Guille Pulido.

Others flocked to San Fernando Valley malls with the same idea.

Some merchants cut prices dramatically in what has become an annual day-after-Christmas tradition. Yet there was added urgency this year; retail analysts say the holiday season fueled only modest spending.

``We think it was a good season, not spectacular, but good, steady growth,'' said Mark Schoifet, spokesman for the International Council of Shopping Centers.

Holiday spending rose by 3 percent over last year, according to the council's survey of 60 malls between Nov. 29 and Christmas Eve. That figure does not reflect the fact that there were five fewer shopping days because Thanksgiving fell later in the year, Schoifet said.

Jewelry sales were up 14 percent, but clothing purchases were off 4.6 percent, the council reported.

``A lot of expectations were raised with the incredible burst of consumer spending Thanksgiving weekend, and then it was back to reality for some retailers when they found they had five fewer days to do the same amount of business,'' he said.

TeleCheck Services Inc., which verifies personal checks for stores, reports that holiday spending was up 5.7 percent.

Ramon Renteria said he was one of those people who could have used a few extra shopping days. The restaurant manager said he was so busy during the holidays that he didn't have time to do his shopping until Thursday.

``I didn't even pay attention to prices,'' said a hurried Renteria. ``I was just happy to finally have the time.''

For some people, Christmas had to wait for just the right price.

Edgard Baldizon, his wife and two children postponed Christmas a day so they could take advantage of the sales at the Panorama Mall. The Hollywood family picked through a stack of clearance jeans, while deciding on what present to pick for themselves.

But some bargain hunters went home empty-handed and disappointed.

``I came specifically to buy a magnifying cosmetic mirror,'' said Mary Weinstock, who went to the Fashion Square with her husband, Sam. ``But it was regular price at both Macy's and Bloomingdales. So I'm going to wait. I don't need it that bad.''

Many shoppers said the sales they found were not impressive.

``Five to 10 years ago the day after Christmas was traditionally one of the greatest shopping days of the year,'' said 26-year-old Louisa Shipnuk, who was visiting her family in Sherman Oaks from Washington, D.C. ``But there hasn't been good sales in the last few years.''

``The sales aren't what they used to be,'' echoed Sam Weinstock.

The couple went home without any packages.

Louise Marquez, manager and marketing director at the Panorama Mall, said stores at the center wait until the first weekend in January to put items on sale.

``Typically it doesn't get busy here right after Christmas until the big sale,'' Marquez said. ``This week is usually for the people who have stuff to return.''

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2 Photos

Photo: (1--Color) Early morning shoppers cash in on post-Christmas bargains at Target in Woodland Hills, which opened at 7 a.m. Thursday.

(2--Color) Shoppers browse the sale racks at a store inside the Panorama Mall.

Bob Halvorsen/Daily News