We have seen Christmas VIP shopping events in four of the seven centres where I have businesses so far this Christmas season. They have been a considerably better success for us this year compared to previous years. The offers are almost the same but probably better executed.
We promote through the marketing run by the centre and connect with every opportunity they provide – signs in the window, voiceovers on the PA and external marketing. We ensure that the offer on the day is genuinely good value and that execution in-store is consistent.
We have had the most success this year with boxed Christmas cards. In one store we offered 25% off and in the others 20% off. This was for one day only – no laybys, rainchecks or special orders. The smallest uplift in sales we achieved was 100%.