Shopping Centers Russia Декабрь 2022 - Page 71

Dmitry Kostomakhin adds that their tenants reported an increase in the sales of children’s goods and electronics. “One of the sales days coincided with Mother’s Day, and brought a small growth to the segments of cosmetics, perfume and fashion jewelry. The traffic was 10% higher those days than in the same period of 2021.”

And in Novosibirsk Reka Shopping Centre, the people flow was not affected by Black Friday at all, says its Director, Daria Kudryavtseva.

“After February 2022, the traffic and the average check of our customers went down. There are no increases, everything is stable. The traffic is not falling any more, yet it is not increasing either. Back in February, within the first two weeks after the beginning, the decrease was 25-30% of the traffic last year. After that, people came back, but once the mobilization was announced, the tenants reported a decrease in their sales. Even Black Friday did not help, there were no crowds. This year, people are afraid to spend money as they are not sure what to expect in the future. They mostly buy everyday goods, such as food, necessary clothes and shoes,” explains Kudryavtseva.

As for Okhta Mall in St-Petersburg, the growth started already on November 21, while the weekend of 25-27 November was especially active.

Chelyabinsk experienced an increase in the traffic even one week before Black Friday: November 14 - 20 were more visited that November 21 - 27. “We believe it is about the way salaries are paid and also because of some tenants starting their Black Friday a bit earlier than the consolidated deadline. At the same time, we can see that both, the traffic and the turnover, did well,” says Aleksey Glebov.

We have analyzed the dynamics of the turnover, the number of checks, the average check for those categories of tenants who were in most demand for Black Friday compared to the numbers of last year: 21-27 November 2022 and 22-28 November 2021.

The leading position in terms of the turnover and the number of checks is fashion, which traditionally includes clothes, shoes, sport goods and underwear: the figures went up by 36% and 31% accordingly. The average check here is nearly the same as last year.

As for the household goods, the growth is 21%, and the average check has increased by 16%. Catering is up by 32%.

Black Friday 2022 had nearly no effect on the number of items bought in children’s stores, yet the average check grew by 12%, according to the information supplied by the tenants.

Together with Black Friday accompanied by sales and promotions from the tenants, we also organized a stimulating campaign in all our shopping centres: Leto Shopping and Entertainment Centre in St-Petersburg, Aura Shopping and Entertainment Centre in Novosibirsk, Planeta Shopping and Entertainment Centres in Krasnoyarsk, Novokuznetsk, Perm and Ufa. In order to participate, a customer had to make a purchase at a relevant shopping centre and register their checks to be added to a draw with a chance to win electronics or gift cards.

Besides, to make more noise for the final part of the campaign, we organized pop music concerts in the malls and invited singers and bands. Planeta was enjoying Khanna, Novosibirsk – Filatov & Karas, St-Petersburg - Galibri & Mavik.

Both, the campaign and the concerts led to an increased traffic and turnover for the period. For instance, in Perm, the traffic in November since was the highest since the very launch of the shopping centre in April 2021.

Kirill Stepanov, Managing Partner with MALLTECH Lab

expert opinion