Marketing: A Christmas like no other

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

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 –

Christmas this year will be like no other. For many, the importance of spending time with family and friends BEN HUGHES National Marketing and

Christmas is a time of great joy Consumer Sentiment Index by a health crisis and an economic crisis. Sources: Westpac Economics, Melbourne Institute

Business Manager, Dexus might not be possible and the emotional and The recent Federal Budget has delivered mental impact is of great concern. That special $28.3 billion worth of tax cuts for this financial family holiday might not look the same; the work year. There are significant stimulus measures now Christmas party is on hold, and the annual in place and the country has low levels of COVID-19 community carols events may not be held at all. community transmissions occurring. Consumer The usual time for celebration will be a very confidence has rebounded to 105.0, according to low-key affair. the October Westpac-Melbourne Institute Index of More than ever, this Christmas, the community Consumer Confidence. The Index has now lifted by 32% during the past two months to the highest shopping centre will play an important role in level since July 2018. The springboard for a sparking joy and celebration for Australians. successful Christmas is set. Another positive factor is that many Australians

It’s incumbent on us as landlords to work with will holiday locally this summer and this should our retailers to deliver the positive experiences that drive spending across the many coastal and will give consumers hope. With the retail industry country towns, resulting in a much welcome sales being almost brought to a standstill during the boost for the tourism and hospitality sectors. shutdowns, we need to make up lost ground. Local communities need tourists to bring their A strong performing Christmas trade is good for empty Eskies to their townships to fill them up jobs, good for retailers, good for landlords, good for with purchases and thereby stimulate the local manufacturers and wholesalers, good for logistics, economies. good for the national economy and – most This Christmas, shoppers will ‘shop with importantly – good for consumers. purpose’ with many looking to limit their time in

QV Melbourne's giant Christmas tree busy shopping centres as physical distancing remains a priority. The challenge for retailers is to increase the customer basket size with fewer shopping trips expected. Christmas shopping is likely to have commenced in November and carry into December as consumers look to get in early and avoid the last-minute rush and Christmas crowds.

While consumer behaviour may differ this year, the one thing that will remain the same is the memorable experiences that our shopping centres deliver at Christmas. From magical decorations and live music to ‘surprise and delight’ moments that deliver that unexpected reward, shopping centres will help to bring Christmas to life. Santa photos will look a little different this year with COVID-safe Santa photo experiences implemented and, in some markets, Zoom technology will be deployed to enable a virtual Santa experience to bring a smile to children’s faces this Christmas.

In our Victorian portfolio, QV Melbourne will transform its outdoor square with one of the biggest Christmas trees in the country. Standing at more than 15 metres tall, the stunning tree is covered in thousands of lights, providing the ultimate light show experience and a very Instagramable moment.

The Dexus-managed shopping centre portfolio this year will also ‘Share the Joy’ with a gift giving community campaign. Hundreds of gifts will be given away to community members most in need, spreading the joy to those in our communities whom are struggling.

Christmas 2020 will be like no other, yet the small things will matter more than ever. The traditions of coming together with loved ones (where physical distancing measures allow), helping those in need, gift giving and seeing children celebrate the spirit of the season will endure. Shopping centres throughout the country have an incredible opportunity to make this Christmas matter. SCN