Turnover of more than Bt6 billion is expected to be generated at eight popular department stores and shopping complexes over the festive season, despite the economic slow-down and the government's emphasis on the sufficiency economy.

Executives from The Mall Group, which operates Siam Paragon and The Emporium shopping malls and The Mall department stores, and the Central Group, operator of Central Department Stores, CentralWorld and Robinson, agreed the public are in a shopping mood in the lead up to Christmas and New Year's.

Consideration of sufficiency-economy principles a might lead people to choose gifts more carefully, but many still want to give during this time, said Natsamon Vongkittipat, assistant chief marketing officer for The Mall Group.

One cause for confidence at both groups is that they witnessed increased spending prior to the festive season.

Now, with season is upon us, Natsamon said spending should increase another 1.5-2 per cent.

Some retail branches have already benefited from festive-season spending.

The Central Group's Central Food Hall began its New Year's promotional campaign last month and saw sales increase 40 per cent from November 2005, said Phattaraporn Phenpraphat, Central Food Retail's vice president for marketing and public relations.

However, some of this growth has been attributed to sales of assorted food hampers under a Bt35-million campaign the retailer is running for the first time this year.

Central Food Hall expects to see fourth-quarter sales grow 20 per cent year on year.

Unlike The Mall Group and the Central Group, Siam Piwat, operator of Siam Centre and Siam Discovery Centre, has not yet enjoyed the festive-season shopping buzz.

Mayuree Chaipromprasith, assistant to Siam Piwat's managing director of business promotion, said this year's festive-season shopping mood seemed slower to emerge.

That sentiment was echoed by Robinson president Preecha Ekkunagul. He agreed that end-of-year retail sales were picking up more slowly than last year and cited oil prices, political problems and the recent flooding as possible reasons for this.

However, Mayuree said Siam Piwat soon expected to see the daily number of customers visiting the two malls increase 20 per cent to about 120,000.

Regardless of their assessment of the retail climate, all operators are working hard to attract customers in this crucial earnings period.

Tactics like increased variety in both local and imported products, discounts and chances for shoppers to win big prizes continue to be used this year.

The Mall Group is offering the most attractive shopping prizes, including a Range Rover Vogue worth Bt8.8 million, a Bt7.2-million Watermark condominium and four 2-carat diamond rings worth Bt1 million each.

Robinson, meanwhile, is spending a total of Bt50 milling on its festive-season campaign. The prizes it will be giving away include a Bt550,000 Chevrolet Aveo and five Bt100,000 cheques.

For their part, Central is giving away two air tickets to anywhere in the world, plus Samsung CD players and Nokia mobile phones, while shoppers at Siam Piwat's malls will have a chance to win Tag Heuer watches, diamond rings, stereos and gift vouchers.

Special events are another common marketing tool for the festive season. This year, however, retailers seem to have upped the ante with Siam Centre, Siam Discovery Centre, Central Department Store and CentralWorld all advertising big events.

Siam Centre and Siam Discovery Centre will host the Midnight Concert @ Siam Centre from this Friday to Sunday, featuring singers from music labels RS and Grammy and the "Academy Fantasia 3" television show. Members of the Siam Discovery Club will have an opportunity to meet the artists.

Mayuree said the concert was not just intended to boost sales, but also to promote the two shopping malls as places for teenagers and trendy people to go.

Nitida Asawanipont

The Nation