If shopping centres can keep visitors inside just long enough, distracting them with food and fun, they will give in and start buying – out of sheer retail Stockholm syndrome. So, what’s the secret to keeping them there? Let’s talk strategy.
We came for the yoga, but we stayed for the shopping
15 May 2025
Shopping centres have evolved massively in recent years, becoming true destinations – we’re not just talking shopping and lunch anymore, we’re hanging around for hours, going to roller discos and learning make-up techniques from Instagram stars half our age.
These carefully designed experiences keep the footfall flowing and increase dwell time – even during traditionally quieter periods. They bring in new customers and keep the loyal ones coming back.
Annual events such as beauty & wellness or summer campaigns aren’t just nice additions, these free events are footfall magnets – and they support entire categories! Ramp up the advertising by bringing onboard the influencers and the word spreads far beyond traditional marketing channels, retailers watch those sales roll in.
It’s not a simple copy and paste every year though. That summer event? Now it includes live sport streaming – nothing says “summer fun” like watching other people get hot and sweaty. That health and beauty campaign? Now with mindful yoga sessions – so you can contemplate your bank account in downward dog. The Jurassic World Experience – keeps the families stomping into Trafford Centre. Tie in a fashion, beauty and dining event with Northern Pride week and Eldon Square’s ‘Pride’ event reaches a whole new audience. Keep it interesting, keep it “authentic” – and visitors will keep coming back.
Summer presents its own challenges – after all, who wants to be indoors when the sun’s finally out? And – let’s be honest, who wants to drag their kids around a shopping centre? Creative solutions like Trafford Centre’s “Summer Daze” complete with a beach, funfair, outdoor cinema and food and drinks zone turn potential quiet periods into busy ones. That overflow car park? It’s now a “visitor zone” where families hang out before inevitably popping in for “just a quick look” that transforms into lunch, shopping bags, and explaining to your partner why you needed another pair of shoes.
The results speak for themselves – during traditionally quiet periods sales and footfall not only remain steady – they increase! No wonder our newer clients are eagerly jumping on board the event train! Today’s most successful retail destinations know the truth – well organised events don’t just complement shopping, they cleverly disguise it as something else entirely.
