Experts have revealed the having a fat man with a white beard in a red suit outside your shop does wonders for sales.
That’s right, when it comes to closing the deal at Christmas time, it pays to have Santa shouting your praises (and low, low prices) right outside your shop front.
According to the recent ICSC consumer forecast for the 2015 holiday shopping season, 50 per cent of parents with kids 13 or under plan to make a trip to a shopping centre for the sole purpose of sitting on Santa’s knee and rattling off a wishlist.
Talking to Adweek about whether the jolly fellow helps draw people in the door, spokesperson for the International Council of Shopping Centers Jess Tron says, “In terms of driving more traffic? Absolutely.”
Santa Claus in shopping centres is by no means a new phenomenon, with companies hired to supply Santas to shops and sign them up to multiyear contracts.
“When you see a shopping centre where they have a photo operation set up, most certainly it does draw people to it,” president and CEO of the International Brotherhood of Real Bearded Santas, Bob Elkin, told Adweek.
Elkin also observed that parents with little kids will go as far as to ‘comparison shop’ for Santas, choosing the centre or store with the most realistic Santa.
Over in the States, mall operator Macerich is set to partner with HGTV to install “Santa HQ” at its 10 properties nationally.
Calling it a “completely reimagined visit with Santa for the 21st century”, the experience gives visitors a chance to take an “Elfie Selfie,” try the “Naughty O’ Nice Meter” and visit Santa’s observatory by using “Elf-Ray Vision”.
But no matter how elaborate or simple the approach is, there’s no denying how important having old St Nick out front is to the final paycheck.
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]