WCAX.COM Local Vermont News, Weather and Sports-University Mall Finds Creative Way To Attract Holiday Shoppers

University Mall Finds Creative Way To Attract Holiday Shoppers

South Burlington, Vermont - November 20, 2007

Malls have long used Christmas decorations and visits with Santa to draw shoppers in and entice them to spend their holiday dollars.

But with national experts predicting a weaker-than-usual shopping season, local malls are getting a little more creative. They say they're not just selling toys and books and clothes, they're selling an experience -- something you can't get shopping online.

For example, on Burlington's Church Street, it's the big tree-lighting ceremony Friday night.

And the University Mall in South Burlington is hoping to turn slow nights into game nights. The game "Gift or No Gift" was a parody of a television game show, but it offered contestants a chance to win real money: up to $500 in mall gift certificates.

"It would do a lot for me," shopper Agnad Korajkic said. "I wouldn't have to worry about getting anything."

Mark Dickinson was excited by the possibility of a big win. "Absolutely! During the Christmas season? Ten dollars would be nice!"

The game show gimmick is one way the mall hopes to avoid the lump of coal analysts have predicted for retailers.

The National Retail Federation says Americans will spend almost $475 billion dollars this holiday season, but sales growth is expected to be the weakest in five years. Rising fuel prices, a slumping housing market and a credit crunch mean consumers may be more careful with their spending.

U-Mall managers said that got them thinking outside the gift-wrapped box.

"We've got a Ski-Doo giveaway, we've got gifts with purchases, we've got a lot of stuff you can do," marketing director Geri Ann Higgins said. "Not only shop, but also take part and have some fun, with live holiday music, pet night with Santa, men's night, it's a lot of fun."

The holiday season is critical for retailers everywhere. The University Mall says it accounts for 40 percent of its annual sales. The game show -- something the mall is doing every Tuesday -- is a way to draw people in on a usually slow night. Cutting prices isn't enough, especially when people are bargain-hunting online.

"We're trying not to do just price points because if you go by sales, there's only so deep you can cut and still make a profit," Higgins said. "So we thought we'd go with more of the experience."

Shopper Marsha Davis came for the experience -- and left the big winner. Her turn as a "Gift or No Gift" contestant merited a gift certificate for $110 dollars.

"It's pretty cool," she said. "I'm very excited. I never win anything so it's going to be a big help for shopping."

Kate Duffy - WCAX News