Black Friday can be a shopper’s paradise, a challenge or downright ominous. That’s why Adrienne Bergeron, marketing director for Westfield UTC shopping mall, wants to make the Black Friday experience less daunting for those in the latter category. Her tips and tricks help even the most novice shopper navigate UTC Mall on the busiest shopping day of the year. Get ready Plan. Plan. Plan. Before even stepping foot onto the UTC grounds, Bergeron said, one should check out the mall’s online resources for the latest and greatest bargains. “Check out our Facebook page. We update it every day with new promotions,” Bergeron said. To see daily updates from UTC Westfield, visit www.facebook.com/westfieldutc. Current promotions include a chance to win a $200 Godiva gift basket when shoppers submit their best photo eating a free Godiva truffle sample and a free customizable Shutterfly calendar with the purchase of Westfield gift cards valued at $50 or more. To be even more prepared, visit the mall’s website, www.westfield.com/ utc, and map out store locations based on the website’s directory to effortlessly navigate through the chaos. The site also offers store hours, dining, directions and more offers and events. Tech-savvy iPhone, iPod or iPad users can also download a free Westfield app from the Apple’s iTunes App Store to have a virtual shopping assistant in the UTC maze. The app’s interactive features include a GPS-guided map for driving directions to UTC, a digital rendering of the shopping center, real-time updates from the UTC Facebook page and a personalized walking route based on individual shopping lists. Those who are overwhelmed by the prospect of spending all day shopping can save time by hiring a personal shopper. Macy’s and Nordstrom department stores offer personal shopping services to help people hone in on the perfect gifts for loved ones during the holidays. To schedule an appointment, call Macy’s at (858) 453-2060 or Nordstrom at (858) 457-4575. Get set “The lovely thing about UTC is that there is plenty of parking anywhere,” said Bergeron. “Sears [parking] is a little more open. It’s the main entrance right into the fashion wing,” she said. “We also offer preferred family parking next to Pottery Barn Kids,” she said. The additional 20 parking spaces created last month are intended for families with young children and expectant mothers to ease parents’ shopping experience. For families, getting set for Black Friday involves more than just parking. To set children up for the day, the Sears and Macy’s wings offer self-service Smarte Cartes in race-car and fire truck-themed strollers to keep children comfortable while adults shop. Go! Shopping, that is. Doors open at 8 a.m., and some of the best deals happen in the morning before items get picked over. Arrive with ample time to take advantage of the hottest items at the best prices and then shop ‘til you drop. The place to be for a little R&R after an exhausting day of shopping is center court, where hungry shoppers can refuel on food samples while watching the latest seasonal trends in a fashion presentation including a runway show, beauty makeovers and a children’s showcase from noon to 3 p.m. “You can power-shop in the morning and head over to the center court area, take a break and see the hottest fashion trends and best gift ideas from retailers like Godiva, Ben & Jerry’s, Cozymel’s and Red Robin,” Bergeron said. Westfield UTC is also offering fashion-forward shoppers a chance to win a $500 Westfield American Express gift card by being the most stylish shopper in the mall. Also in center court is a Black Friday shopper’s home base — the concierge booth. The concierge can help with shopping needs such as disability services, dinner reservations, hotel referrals, foreign language assistance, gift suggestions, lost-and-found and transportation assistance. To access the concierge services from anywhere in the mall, call (858) 546-8858 between 11 a.m. to 7 p.m. A pet- and kid-friendly Santa will also be available to hear wish lists and pose for a commemorative photo in the Sears wing by Children’s Playtown. For restless kids, Children’s Playtown is a great place for youngsters to release some energy while parents relax in one of the many couches in the area. For those who spent all day shopping and still have not found that perfect gift, stop by the concierge booth for a last-minute winner. “Westfield American Express gift cards are the best gifts for anyone during the holidays,” Bergeron suggests. UTC Westfield is located at 4545 La Jolla Village Drive. Stores will close at 7 p.m. For more information, visit www.westfield.com/utc or call (858) 546-8858.