We were in and out in 20 minutes, drank some free coffee, got stuff for everyone at home (7 gifts), got 4 free items, and spent $32 dollars.
I was impressed beyond anything.
Hilo Hattie has TONS of coupons floating all around Honolulu, so all you have to do is look into one of the booklets - it'll be there. They give shell jewelry to anyone who walks into the store. And, they have a lot of 'buy X get one free', and Bali wraps and candy are fantastic (got raving reviews on macadamia nut brittle).
Maybe the choices are not quite AS expansive as in the bigger stores, but stuff is definitely LESS expensive, and if you want to inflict minimal damage on your wallet, and spend as little time as possible (we preferred hiking and surfing to shopping while we were on Oahu) - that's one stop you need for your entire stay.