The Hindu Business Line : Malls get into the spirit of Christmas

GIFT stores and shopping malls across the country are singing merry carols this season, as Christmas promises to be one big party. They have gone all out to cash in on the festive spirit — right from putting up eye-catching decorations, to hosting theme-based activities, apart from offering festive deals, of course.

Christmas, leading up to the New Year, may not be as big a commercial success as Diwali, but it's nevertheless a money-spinner. Marketers say Christmas is a universal festival, with everyone joining in to celebrate. "It's the season of gifting ... when non-Christians too indulge in buying gifts for loved ones," says Mr Dinshaw Batliwala, Asst. Store Manager, Landmark, the Chennai-based gifts and books chain.

Says Mr M. Madhu, Products Head, Books, Landmark, "Diwali may be big for clothing stores, but Christmas is the biggest season for gift stores. And, this being the holiday season and with the weather too being pleasant, a lot of NRIs visit the city. They are obviously big spenders." Landmark expects a 20-25 per cent growth in sales this month.

While cards, perfume, carol CDs, trees and decorative items are the usual favourites, the rage this season at Landmark are pens with names engraved on them. "Corporates especially want to gift their employees with these personalised pens," says Mr Batliwala.

For more gifts and goodies, head to Cookieman. And you may even shake hands with the affable Santa at the Santa House created by the cookie giant. Apart from doling out special cookies wrapped in attractive stockings, jute bags and boxes, Australia-based Cookieman has recreated the magic of the North Pole in the form of a Santa House at a mall each in Hyderabad, Chennai, Bangalore, Mumbai and Delhi. The Santa House, replete with snow and a tree, has been designed by well-known set designer Thotta Tharani.

"Our Chennai store (at Spencer Plaza) is the world's largest cookie shop in terms of volumes sold. We generally sell about 5,000 kg a month; this month we expect to sell about 12,000 kg," says Mr S.B.P. Pattabhiramarao, President, Cookieman India. Christmas sales account for 15-20 per cent of its yearly sales.

Shopping centres too have sled into the X'mas mood with activities and deals galore. At Lifestyle, the `Well o Fortune' promotion allows customers who shop for Rs 1,500 or more to win vouchers worth Rs 1 lakh from the store. While at Westside, try out face painting, tattooing and hair braiding.

And stop by at Shoppers' Stop for baking lessons and carol singing. "We hope these activities will result in a 40-per cent increase in walk-ins. We expect a 50-per cent spurt in sales this month compared to the other months. We have seen a growth of 30 per cent so far," says Mr S. Chandrasekar, Manager, Marketing, Shoppers' Stop, Chennai.