MARKETING It’s going to be a COVID Christmas this year. That’s never happened before and it’s going to affect our centres – how they trade, what they promote and how they are marketed. Ben Hughes sees opportunities; he thinks ‘centre Christmases’ 2020 could be better than ever!
A Christmas like no other BEN HUGHES National Marketing and Business Manager, Dexus
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Consumer Sentiment Index hristmas is a time of great joy and celebration for many and the season usually marks the biggest retail spending opportunity for retailers on the annual calendar. To put this into perspective, last year, consumers spent more than $27 billion on retail products and services nationally in December alone. Yet 2020 ushered in a different experience, with the community having to deal with everything from bushfires and floods to the COVID-19 pandemic. As a result, the Australian economy has been significantly impacted on two fronts – Sources: Westpac Economics, Melbourne Institute by a health crisis and an economic crisis. Christmas this year will be like no other. For many, the importance of spending time with family and friends The recent Federal Budget has delivered might not be possible and the emotional and $28.3 billion worth of tax cuts for this financial mental impact is of great concern. That special year. There are significant stimulus measures now family holiday might not look the same; the work in place and the country has low levels of COVID-19 Christmas party is on hold, and the annual community transmissions occurring. Consumer community carols events may not be held at all. confidence has rebounded to 105.0, according to The usual time for celebration will be a very the October Westpac-Melbourne Institute Index of low-key affair. Consumer Confidence. The Index has now lifted by More than ever, this Christmas, the community 32% during the past two months to the highest level since July 2018. The springboard for a shopping centre will play an important role in successful Christmas is set. sparking joy and celebration for Australians. Another positive factor is that many Australians will holiday locally this summer and this should It’s incumbent on us as landlords to work with drive spending across the many coastal and our retailers to deliver the positive experiences that countr y towns, resulting in a much welcome sales will give consumers hope. With the retail industry boost for the tourism and hospitality sectors. being almost brought to a standstill during the Local communities need tourists to bring their shutdowns, we need to make up lost ground. empty Eskies to their townships to fill them up A strong performing Christmas trade is good for with purchases and thereby stimulate the local jobs, good for retailers, good for landlords, good for economies. manufacturers and wholesalers, good for logistics, This Christmas, shoppers will ‘shop with good for the national economy and – most purpose’ with many looking to limit their time in importantly – good for consumers. 66 SCN
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16/11/20 11:48 am
