Black Week was the first highlight, which was given an additional boost by Black Friday. The number of visitors on Black Friday and throughout the week even topped the previous year. The combination of a festive Christmas atmosphere, attractive discount campaigns and special services revitalized the shopping malls and contributed to a successful start to the most important time for retailers. In terms of this year’s trends, electronics products, books and perfumes are particularly prominent in the first week.
The first weekend of Advent was also the highlight of Black Week this year, with numerous discount campaigns. Many stores in the SES malls presented special offers and thus increased footfall. Additional services such as wrapping stations, the popular ZEHNER vouchers and Christmas activities – from Christmas markets and children’s crafts to musical performances – made shopping an experience for families and shopping enthusiasts alike.
“We do a lot to offer people a special experience in stationary retail,” says Christoph Andexlinger, CEO of SES Spar European Shopping Centers. “From the Christmas market with hand-picked, local products, to the stores with Christmas assortments, to the glamorous decorations in the center – our visitors really appreciate this. We are optimistic about this year’s Christmas business.”
For many, the Christmas shopping season starts already before December, reveals a study commissioned by SES and conducted by the Linz-based market Institute in September. The Christmas season begins around December 1 for three quarters of respondents. However, 40 percent of respondents had already started buying presents before then. Young customers are particularly early: according to the study, two thirds of 16 to 29-year-olds will have already done most of their shopping after the first weekend of Advent.
