Unlocking Mall Moments: A Summer Breeze
Summer is, of course, the season of sunshine, holidays, and a noticeable surge in Out-Of-Home foot traffic.
As malls continues to evolve and expand, these retail and leisure spaces have become key destinations for the season ahead where audiences will be out of the home, spending money and seeking collective experiences - and 2024 will be no different:
Euro 2024: Enhancing the Viewing Experience
Euro 2024 has kicked off and, being the first men’s summer tournament since the pandemic, retailers are hoping the sunshine will fuel a £2.1bn spending spree.
Food, drink and equipment for barbecues and alfresco pizza making, as well as electrical goods such as new TVs, sportswear, and merchandise, are expected to provide a boost to retail sales as an estimated 35.4 million UK supporters are likely to tune in.
Increased Footfall
We already know that that the nice weather tempts people out of their homes on a more regular basis, with nearly half (47%) of people become more active during Spring/Summer. Over half claim to be outside more than usual, and the summer also makes us more social and more spontaneous, according to our research.
Over three-quarters of us are happier and we typically see a 10% uplift in footfall for mallsduring the summer months.
British summers can also be predictably unpredictable, with both sudden rain showers and heatwaves. Malls offer a controlled, comfortable environment that shields visitors from the elements. According to a study by the Met Office, the UK experiences an average of 106.5 mm of rainfall during the summer months. This variability in weather makes malls an attractive destination for those seeking a reliable and enjoyable indoor experience.
Summer Spending
Data from the BRC showed that retail sales in the UK typically see a spike of around 3.5% during the summer sales period. Our own research suggests three quarters of us spend more money once the summer kicks in. This can be fuelled by a host of seasonal events such as the festival season, Royal Ascot, Wimbledon and London Fashion Week all to name a few.
Summer is also a prime time for holidays, and many consumers head to malls to shop for their holiday needs. From swimsuits and beachwear to travel accessories, cosmetics and luggage, the demand for holiday-related products spikes during the summer months.
The physical presence of travel brands also allow for planning and inspiration as well as currency exchange counters, allowing shoppers to handle all aspects of their trip in a single visit.
Summer Activities and Attractions
Modern malls are designed to be more than just shopping destinations; they are entertainment and leisure hubs. With cinemas, arcades, restaurants, and sometimes even theme parks, malls offer a diverse range of activities for all age groups. This makes them an ideal place for families and friends to spend time together during the summer holidays. A survey by Statista in 2023 found that 45% of UK mall visitors cited entertainment facilities as a major reason for their visit.
Events like 'The Beach Brent Cross' features a man-made beach, exciting fairground rides, games and places to eat, offering the ideal summer getaway, without the travel. Beyond this, big brand experiences on site are attracting group activities incorporating gaming, the metaverse and anything from accessible cricket to Formula 1. Audiences, social media-fuelled experiences and long dwell times follow.
Summer Blockbusters
Speaking of leisure activities, the summer season is synonymous with blockbuster movie releases. Summer is the peak season for major movie releases, with studios timing their biggest films to coincide with school holidays and increased leisure time. In fact, A survey by YouGov in 2023 found that 52% of UK adults planned to see at least one blockbuster film in theatres during the summer.
Malls with integrated cinemas see a spike in visitors coming to watch the latest films. These moviegoers often arrive early or stay late to shop and dine, all under one roof.
And there's truly something for everyone this summer season, from the family favourite sequel ‘Despicable Me 4’ to fantasy adventure ‘Borderlands’ and action thrill-rides like ‘Twisters’ and ‘Deadpool and Wolverine.’
Back-to-School Shopping Boost
One of the most significant drivers of mall traffic in the late summer months is back-to-school shopping. Parents and students flock to malls to purchase school supplies, clothing, electronics, and other essentials for the upcoming academic year. This period is crucial for retailers, as it accounts for a substantial portion of annual sales.
Mintel estimates consumer spending on back-to-school items surpassed £1.3bn in 2023including clothing, footwear, stationery, and tech products. The report also highlights that 73% of parents think it is worth paying more for high-quality products. The data also highlights a trend towards convenience, with many parents preferring retailers that offer a wide range of back-to-school items under one roof.
The mall environment is transforming in terms of audience experiences and digital brand opportunities. The summer provides a moment that fuels collective behaviours, whether connected to events or simply our desire to get out and about. The complexities of our movements in 2020s Britain mean there are more places to reach desirable audiences in locations that combine context, reach and mindset, making the most of that summer moment.
Our OOH portfolio is able to cover any Summer brief – whether it be nationwide coverage, huge standout & fame, digital flexibility or even interaction & sampling.