Summer turns up the heat on retail destinations – not just the air-con bill. Play it safe and you’ll watch shoppers drift elsewhere, play it smart and those long sunny days translate into long-term gains.
This summer, our shopping centres sizzled, delivering results that stick. Read on…
The Forecast is in and it’s Sunshine & Sales
03 Oct 2025
Summer success in retail isn’t a given, shoppers are more careful with their cash and competition is brutal. But the long school break, sunshine, and stretched-out evenings create something special – people shift into “day out” mode. Suddenly you’ve got families looking for somewhere to go, tourists exploring, and locals treating themselves to something different than the usual Tuesday grocery run.
This is where retail destination marketing can shine, turning summer into a chance to transform centres into must-visit places that people choose to go to because they offer something for everyone – including the kids!
This year we turned shopping centres into the UK’s answer to summer resorts. Our campaigns tapped into how people behave, what they’re into, and what fires up their imagination and the results came flying in!
Trafford Centre became the UK’s “summer resort – no passport required.” Messaging such as “Jet Set Minus the Jet Lag” set the tone, a packed calendar of shows, a summer funfair and hands-on activities gave families reasons to return again and again. Sales rose by 11% in July – well ahead of the UK average of 2.7%.
Summer events weren’t the only play, Eldon Square went all-in on food and drink, bringing in four foodie influencers – each one picked to attract a different audience and they delivered 27 pieces of content between them. New food outlets got their moment and restaurant sales climbed 1.5% in August – while the rest of the country’s F&B scene was struggling.
Dalton Park doubled down on “Your Outlet in More Ways Than One”. While the rest of the country limped along, Dalton Park hit 8.8% sales growth and footfall jumped by 5.5%. Turns out, people will show up for more than discounts – the Strut Your Pup Dog Walk brought out 7.4% more tail-waggers than last year and the Street Art Workshops pulled in a new crowd. Different draw, same result – tills ringing.
When retail destinations lead with creativity, insight, and commercial focus, they trade AND thrive. This summer by turning centres into experiences rather than just places to shop, we gave people reasons to come back again and again. The result? Sales outperformed benchmarks, footfall grew, and fresh audiences discovered what these destinations had to offer, turning this seasonal moment into lasting growth.
