Interesting fact. Did you know that between 6pm and 8pm on Valentine’s Day, shopping centre visits increased by 20%? Those concerned will obviously draw their own conclusions.
The romantic may be habitual last-minute shoppers, but shopping centre managers plan well in advance and now that they can have very precise information they follow the visitor flow data very closely. And it is no surprise that they observe the peak attendance figures around certain special well-known events.
THE TOP 5 SELLING PERIODS WITH MAXIMUM VISITORS: FIGURES FOR THE BUSIEST SATURDAYS IN THE YEAR IN FRANCE.
Figures obtained by analysing 268 shopping centres in France between 1st May 2016 and 30th April 2017 (Source Quantaflow).
1st: Winter Sales
With no great surprise, the Winter Sales period really brings in the crowds. After emptying their pockets for Christmas, people are on the look-out for bargains. Thus, the first 3 Saturdays of the Sales attract some 15 million people in France. This is an enormous peak of visitors and obviously has a huge impact on sales volumes.
Father Christmas is still a massive attraction for young and old alike in shopping centres of all sizes. In truth, the Saturdays before Christmas occupy 2nd, 3rd, 4th and 5th places in the busiest Saturdays league table. In total some 21 million visitors for just these four days!
3rd: Summer Sales
Yes, the hunt for bargains continues into the summer. But surprisingly, the second Saturday is busier than the first Saturday of the Sales – 4.8 million visitors for the second against 4.5 million for the first. Such scores may variously be interpreted by the weather, the start of the school holidays, the multiplicity of the discounts offered, etc.
4th: The Armistice
That of 1918 of course! Which brings us to the 11th November. Curiously, a day commemorating such an event also brings French people into shopping arcades. The days are short, it’s usually rather cold, and Christmas is not far away so some 4.7 million people seek the warmth and attraction of the shops.
5th: Mothers’ Day
Ladies are clearly more spoilt than are their male counterparts, because some 4.6 million fathers and children crowd into the stores on the eve of France’s Mothers’ Day, putting this Saturday into 5th position.
Shopping Centre managements have taken on board the demands created by these facts. Many talk about such numbers being a lever that just has to be used. Especially since counting technology now has plenty of arguments that speak for themselves. Thus, close to 400 major shopping centres in Europe and China use the Multiquant platform from Quantaflow. This has given rise to major centres personalising such measurements with some form of reminder – the day’s weather, a particular event, the opening of a new brand, public transport strikes, etc. Finally, in addition to the very real advantages afforded by knowing precisely the numbers of people crossing the centre’s thresholds, measuring the traffic through a centre is the best way of showcasing and promoting the centre’s assets.