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17 CHRISTMAS


Christmas 2013 is not expected to see any reduction in the pressure on UK consumers. So what will get the tills jingling?


Further Christmas C


hristmas decorations are a vital part of any shopping centre’s seasonal repertoire, creating a warm, festive atmosphere, bringing in and


entertaining children and their families and getting people in the mood to shop, boosting those all important retail sales. But with an endless choice of colours, patterns, materials and designs, choosing the right Christmas display for your mall, and for your customers, can be a daunting and time-consuming task. The findings of a survey from retail media specialist, Mood Media, underlines the importance of creating a welcoming environment, revealing that when shopping, people treasure decorative displays, festive music and other familiar comforts of Christmas. Almost a quarter (23 per cent) of


respondents rated Fairytale of New York by the Pogues and Kirstie McColl as their favourite Christmas song, followed by Bing Crosby’s White Christmas with 12 per cent. And festive smells like pine trees and


www.shopping-centre.co.uk


cinnamon came out as firm favourites. While the survey alludes to shop displays, the findings are equally relevant to shopping centres, with landlords and managers eager to get the tone right at the risk of putting off both new and loyal shoppers with disappointing or inappropriate decorations or an overzealous or poorly-timed Christmas campaign. According to Mood Media, its retail clients


are aware of the importance of creating an appropriate atmosphere and has noticed an increasing number of retailers opting for traditional elements in the promotional mix. They are using traditional Christmas songs and many are opting for a more rustic and homely feel to their presentation including real pine Christmas trees, wooden furniture and window models wearing woolen clothing - all harking back to a simpler Christmas and moving the customers’ mindset towards more traditional Christmas values. “Retailers must look to create a convincing


Christmas atmosphere to welcome customers but there is a fine line between nostalgic


FEBRUARY 2013 SHOPPING CENTRE


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