I find the prices at the Kapolei Target are inline with the prices at mine here in Seattle. Next trip I'm leaving my snorkel gear at home, even though it is very nice. I'm tired of hauling it. I can buy it at Costco for $15, so worth the price for the convenience. Now swim suites on the other hand, I find those to be more expensive. My daughter wanted a new bikini while we were there. Could not find one for under $100 in Haleiwa. But, Target or Walmart has them for much less, I'm sure.