Hampton Towne Centre’s “Letters to Santa” campaign brightened spirits, while “Power Play” gave children the opportunity to come to the center and play with some of the season’s hottest toys. Posters advertised the toys’ locations and prices, and merchants displayed counter cards with gift suggestions. Sales were up 11%, and Santa photo sales increased by 33%.
Ogden City Mall’s holiday shopping getaway package got visitors in the mood to spend, nearly doubing some merchants’ sales.
Century City sought to boost its holiday gift certificate sales by distributing an offer of two free movie passes to those who purchased more than $150 in gift certificates. Certificates were also advertised on-screen in the cinema, reaching 200,000 potential customers. Gift certificate sales were increased 30% over the prior year.
Seeking to tap into the office worker market, White Plains Galleria’s “Especially for You” campaign saw costumed Santa helpers hand-deliver promotional gold packages to 10,000 business employees. The campaign was highly successful, with 16.8 percent of giftees responding.
Shoppers at White Flint were encouraged to hold onto their receipts and hope for snow. One of the center’s retailers issued a “Snowfall Challenge”—if there was one inch or more of snow on Christmas Day, shoppers who bought jewelry between November 15 and December 15 would be refunded the purchase price.
Santa Monica Place included a family Chanukah celebration in its holiday festivities, inviting children to create their own menorahs, dreidels, and candles. Some 500 people attended the first evening’s festivities, with another 70-80 attending the daily menorah lighting throughout Chanukah.
Boy Scouts and their parents staffed the “Customer Care Crew” at Bannister Mall, helping holiday shoppers by opening doors, carrying packages, and guiding them across the street. The Scouts earned a monetary contribution, which helped them purchase new gear, and shoppers enjoyed the service.
New River Valley Mall offered holiday shoppers who spent $150 or more a certificate for a free cellular phone.
8 shopping centers teamed up to provide free trolley rides between each other. Collection boxes on the trolleys resulted in $3,600 for charity, and over 16,000 holiday shoppers responded positively to the service.