Festive stress? It’s the perfect time to find spaces for Christmas promotions and sales
For most tenants using POP UP SHOPS, Christmas and New Year holidays remain a seasonal peak and a major part to boost their yearly sales. Whether they want to promote their business or perform direct sales, they are looking for the most relevant spaces for their project. The Covid-19 restrictions had a significant impact on the way consumers purchase goods or services. As a consequence, the choice of the right space is even more crucial.
Local consumption has skyrocketed during the pandemic
While footfall has dropped in many city centers compared to previous years, in some shopping centers and specialty markets with strong anchor tenants it has actually remained high or has even increased. With ongoing home office recommendations, consumers buy local and combine shopping trips with their weekly groceries shopping. Therefore when choosing a location, a shopping center could be the perfect choice for a temporary shop or promotion.
What kind of spaces are in demand for Christmas?
Based on the searches performed on POP UP SHOPS, we have noticed that our potential tenants are looking for the following spaces:
Small promotional spaces in shopping centers with a medium to high footfall: Our tenants seek locations that allow them to install their small temporary shop, perform flyering actions or distribute samples. In other words, they are looking for promotional spaces of 10-20 sqm with basic services (Wi-Fi, electricity, etc.) that will allow them to meet with a high visibility and a high volume of potential customers. They book promotional spaces in shopping centers or close to an existing shop generating a good amount of of traffic. Some of these space are available for as low as CHF 200 per day.
Medium-sized spaces with a moderate footfall: For tenants looking to present a wider range of products, medium-sized spaces of 30-50 sqm are a good option even if with moderate footfall. Shopping centers often offer these kind of spaces in strategic locations where they know that the average basket is likely higher, so consumer are likely to buy more than 1 product from a seller.
Spaces in high streets or close to high footfall locations: The COVID-19 related restrictions also pushed many businesses to start promoting and selling outside of buildings. This is a clear trend in this pandemic. Even if the level of demand is high, we could secure a certain amount of external promotional spaces on our platform. They can be booked for a limited time or for the whole season.
Is it too late to book a space for Christmas?
At POP UP SHOPS, we noted that the first spaces are booked in August. However the flow of bookings remains at a high level until December. Considering that the spaces can be rented for a very short period of time (min. 1 day), the communication about potential deals is constant. Landlords adapt the availability and cost of spaces on a regular basis.
It happens as well that certain spaces are suddenly available during the high season. Thanks to our email alerts, you can receive the latest offers on a regular basis. Therefore you are informed as soon as an interesting offer is published.
With the assistance of the POP UP SHOPS booking platform, the booking process is made easy and straightforward. Tenants and landlords have the possibility to manage each opening online and use pre-defined procedures. In the meantime, our team is there to provide tenants and landlords if a request is urgent.
How have shopping centers prepared for this Christmas season?
Within the last 18 months, the demand for temporary shops and promotional spaces grew strongly. The biggest landlords for flexible spaces in Switzerland such as Migros Aare, Wincasa or APG increased the communication around the rental of promotional spaces in and around shopping centers and train stations.
Many shopping centers provide tenants with a very attractive offering. Promotional spaces continue to be one of the most relevant ways to meet with potential customers. A majority of shopping centers offer:
- High volume of visitors
- Communication about the temporary shops and pop-ups (e.g. website, offline)
- Solid infrastructure (e.g. Wi-Fi, electricity, toilets, etc.)
- Tenant support (e.g. installation)
At POP UP SHOPS, we have built solid business relationships with shopping centers in Switzerland such as Mall of Switzerland, the network of Migros centers and Wincasa. Therefore we can offer premium locations on Christmas to renowned brands and local companies operating in industries such as: food & beverages, consumer goods, entertainment, car dealers, entertainment, pharmacy or catering.
Written by POP UP SHOPS - September 23, 2021