Hawke's Bay topped the country for the growth in May retail sales, with Paymark figures showing a 7.5 per cent increase in value compared with the same month last year for electronic sales.
The national increase was 4.7 per cent. Otago recorded the second-highest increase with 6.6 per cent and Marlborough third with 6.5 per cent.
Hawke's Bay Tourism general manager Annie Dundas said good weather and the Air New Zealand Hawke's Bay International Marathon would have been "a huge lift" to the figure. Organisers said 75 per cent of the 8000 to 10,000 spectators came from out of town.
Hastings City Business Association general manager Susan McDade said Hastings retailers experienced a 24 per cent increase in business for the first quarter of this year, according to a Marketview survey.
"The retail spend is definitely on the up," she said. "It is just a better retail experience overall, the way we are packaging Hastings."
She said free parking was the greatest contributor to growth.
"It makes no sense because it is just a dollar, but it means we are welcoming people - Hastings wants your business."
She said retailers skeptical of the free parking trial by Hastings District Council were now supporters thanks to increased numbers of Napier shoppers.
For the same quarter, Hastings had a 42 per cent increase in Napier and Central Hawke's Bay shoppers in Hastings. Hospitality and apparel retailers experienced an increased "lunch rush", with midday sales up 23 per cent and 24 per cent respectively.
Paper Plus Napier and Hastings owner Janice Beaumont said free parking attracted new customers "without question".
Napier foot traffic was "suffering" from roadworks as Napier City Council upgraded the stormwater system.
"Prior to that it has been a bit hard for Napier because there was a lot of rebuilding," she said.
Napier Inner City Marketing manager Zoe Barnes said the marathon was "fantastic" for the region. Construction work was "definitely a deterrant, but a necessary evil".
The drainage work was not undertaken during the busy summer period, which was successful for retailers "and the longest we have had for a long time".
More higher-ticket sales have put a smile on the face of Grieve Diamond Jeweller managing director Robert Griffiths.
"There are too many empty shops, but that's what happens when you spread retail out," he said, referring to the nearby The Park Megacentre.