Melbourne’s Shop the City draws crowds

EmporiumRecord numbers of shoppers descended upon Melbourne’s CBD for the inaugural ‘Shop the City’ festival this week.

The 12-hour shopping festival marked the launch of Christmas trade in the CBD, with major retailers joining to offer shoppers festive shopping experiences.

Emporium Melbourne experienced a 78 per cent increase in foot traffic compared to last year, reporting its biggest day since Boxing Day 2014 as shoppers experienced a recreated ‘live forest’. QV Melbourne reported a 70 per cent increase with The Strand Melbourne seeing a 47 per cent increase in foot fall from the same day last year. Melbourne Central had more than 179,000 people visit the centre during the period.

The City of Melbourne’s pedestrian count of selected sensors in the retail core area showed a higher average than the previous four Tuesdays, up by 14 per cent.

Emporium Melbourne centre manager, Kate Rooney, said retailers are benefiting from the united CBD effort.

“Emporium Melbourne enjoyed great sales throughout Tuesday’s festival, with flagship outlets and international retailers reporting numbers at a massive 200 per cent over budget,” said Rooney. “David Jones enjoyed an increase on last year too, particularly in the luxury brands section and noted an influx of families through the store shopping with children.”

Rooney added that Superdry’s personalised t-shirt station at Emporium Melbourne printed more than 300 t-shirts during the 12-hour festival and the personalised Nutella jars at Myer’s giftorium are flying off shelves.

Melbourne Central GM, Leigh Dunn, said the unique workshops on offer from several retailers, coupled with extended trading hours and Sephora’s opening is providing a major drawcard for Christmas shoppers.

“Melbourne Central’s Kit Kat Studio, offering personalised Kit Kats to shoppers, enjoyed long queues well into the night,” said Dunn. “The Festival, however, is just a start of what shoppers can experience from CBD shopping this December.”

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Shoppers taking ‘reimagined’ Christmas photos, at Emporium’s live forest

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Live music in the live forest at Emporium

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    Paul posted on December 4, 2015

    Great to see. Good news for Melbourne retailers. And what's Sydney doing? Probably nothing as usual...sigh.. reply

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