Deck the Malls: A Festive Outlook for UK Shopping Centres
The gifting season is off to a strong start in 2024 as audiences continue to flock to shopping centres, driven by pre-Christmas shopping activity and Black Friday promotions.
With recent DataJam figures showing that footfalls have grown 10% going into Q4, from the start of August to the end of October, the festive period is drawing shoppers eager for a seasonal outing, promising another significant increase in foot traffic from late November through December as the big day approaches.
The Christmas season remains a critical time for retailers, with UK sales figures peaking during December. Projections for 2024 indicate that retail spending will reach new heights, with total Christmas expenditures anticipated to exceed £85 billion this year (Statista, Nov 8, 2024).
Malls are enhancing their appeal through festive activities, dining and entertainment options that create an immersive shopping experience for audiences. This is a benefit we’ve been keen to embrace in the recently announced addition to our national digital Out-Of-Home (DOOH) screen network at Westquay, Southampton. Located beside the centre’s 10 screen Showcase Cinema De Lux multiplex, many of of our advertisers have already embraced the large leisure audiences, including the lastest big budget movie releases such as ‘Wicked’ and ‘Red One’.
But what makes malls so appealing to those looking to sleigh the season? Our recent insight sheds some light on the subject:
A Hub for Holiday Shopping
Shopping centres are not only a source of inspiration but a primary venue for gift purchasing. Our data shows that a quarter (25%) of shoppers intend to buy in-store, while 22% lean toward online purchases, and over half (53%) plan to use a mix of both. However, mall-goers show a marked preference for in-store shopping, being 56% more likely to buy gifts in person.
Holiday shoppers are also motivated by the chance to experience festive displays and events that shopping centres provide. More than half (55%) of mall-goers report feeling the “Christmas spirit” at shopping centres, while 48% appreciate the extensive holiday decorations, from ice rinks to Santa’s grottos. Nearly half (47%) also recognise malls as a source of inspiration, citing the displays of new products and the presence of holiday-exclusive brands.
Festive Spending Confidence
Despite current economic uncertainties, shoppers remain confident about their Christmas budgets. More than one-third (36%) of mall-goers anticipate increasing their holiday spending compared to last year, with this group being 38% more likely than average to raise their expenditure. For many, the festive season represents a time to prioritise joyful experiences and thoughtful gift-giving, even as financial concerns remain present.
Post-Christmas Shopping and Entertainment
It’s not all over after Christmas passes! The period between Boxing Day and New Year’s presents yet another opportunity for retailers to engage with shoppers. Nearly half (45%) of mall-goers plan to shop for post-Christmas deals, with this group being over 40% more likely than average to seek discounts in this period. In addition to shopping, many mall-goers are likely to visit cinemas (30% more likely than average) or participate in other leisure activities (26% more likely), while others (27%) intend to travel, showcasing a range of seasonal activities that create new avenues for advertisers to reach their audiences.
More opportunities to reach audiences
2024 has been a year of growth for us at Limited Space and we’re not quite finished just yet. We’ve recently just announced a selection of new sites that are live now for advertisers to still take advantage of, having added over 70 new full-motion screens to our national digital Out-Of-Home (DOOH) portfolio, including prime shopping centre locations such as Westquay, Festival Place, East Kilbride, Thistles, Princes Quay, Eastgate, Market Place Bolton and Liberty Romford.
Overall, malls index strongly as an OOH environment that attracts, inspires and converts at a time of year that transcends the constraints of political or economic upheaval. Retail opportunities and leisure activites align under one roof to provide a one-stop shop for all things festive. So whether it’s searching for holiday inspiration, spending time with family and friends or simply grabbing that last minute gift, Yule be certain to find what you’re looking for.
Author: Toby Fairlamb, Sales Director