Westfield braces for ’Super Weekend’ with more than 1m visitors

Westfield braces for ’Super Weekend’ with more than 1m visitors
Shoppers are still willing to battle through the crowds to complete their Christmas shopping lists.
// Westfield predicts mega weekend with more than 1m customers headed through its doors
// Timing of Christmas still has huge part to play in how shoppers behave in run up to December 25

Westfield London and Westfield Stratford City are preparing for the busiest shopping weekend of the year on December 21-22.

The shopping centre giant has predicted that more than a million customers will pass through its doors in what is the last weekend before Christmas.

READ MORE: Footfall down 3.4% for November after “winter washout”

Despite declining footfall across the wider industry, retailers still see a rise in Christmas spending in bricks-and-mortar stores, with customers leaving their purchases to the last minute and without enough time to allow for delivery.

Last year Westfield recorded its busiest ever “super weekend” with 1.2 million visitors through its doors at its flagship London shopping centres.

“The interesting thing about the final weekend before the big day is how the Christmas calendar plays on shopper behaviour and footfall,” Unibail-Rodamco-Westfield chief marketing officer Myf Ryan said.

“In 2017 retailers had the full benefit of a full weekend of trading immediately before Christmas day, seeing 800,000 visitors to our flagship London centres.

“Last year ‘super weekend’ effectively included Christmas Eve to present a three-day opportunity for shoppers to pick up those last-minute gifts, and resulted in our busiest super weekend on record with 1.2 million shoppers, including our busiest ever Super Saturday.”

“This year we’re expecting a similar number of people through the doors, either ahead of returning to work for the final two days before Christmas or before taking holiday to visit family and friends further afield.

“We’re also anticipating a significant surge in overseas visitors looking to make the most of the shopping, dining and entertainment on offer at both our London centres.”

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