Lifestyle Outlets’ Lowry Outlet, MediaCityUK has reported a huge rise in footfall over the weekend of its new Victorian Christmas Fayre, resulting in a massive 52% increase in footfall, comparable to the same weekend in 2015*.
The FREE to enter Victorian Christmas Fayre, in partnership with The Makers Market, brought the spirit of Christmas to Manchester, opening on Thursday 24th through to Sunday 27th November, with crowds of festive shoppers flocking to Lowry Outlet over the Black Friday weekend.
The event also brought in increased sales for the outlet’s retailers; with the outlet reporting a total sales increase of 15% YOY. The strongest performing category was Accessories, which was up by 65%, followed by the Home & Gifts category, which saw a rise of 29%, Food and Beverage was up by 24% and Womenswear was up 11% over the event period against the previous year.
Lowry Outlet Centre Manager Kelly Hurst, said: “We’re thrilled with the success of our very first Victorian Christmas Fayre, in collaboration with The Makers Market, who are renowned for delivering the very best in artisan produce. We showcased a whole host of festive activities and entertainment across the four days and this proved a huge attraction for families and visitors, with our footfall figures far exceeding last year’s events.
“Part of our strategy is to support tenants by investing in impactful events that will really appeal to our key audience catchments and drive new visitors to the centre; the Victorian Christmas Fayre did just that, resulting in increased sales and high footfall in the outlet.”
The four-day event kick-started the shopping season, with its offer of over 100 fabulous festive stalls; selling seasonal food and drink and unique gifts and crafts. Taking place in the open-air Plaza area, and along the waterfront, there was a host of activities for the whole family to enjoy with merry entertainment including live music from a host of performers, a traditional carousel, Victorian street entertainment and traditional funfair games.
The launch of the themed market (Thursday 24th) also marked the start of late-night trading for the centre. A strong marketing mix helped towards the event’s success including TV, radio, outdoor and digital.
Celebrations will continue at Lowry Outlet with the Magical Makers Market; a festive market that comes to Lowry Outlet from December 16th -18th. Boasting the finest seasonal produce from around the country, the Magical Makers Market will include appearances from Christmas characters across the weekend.
Lowry Outlet has an extensive collection of high street and designer labels at up to 70% off, across the Outlet’s 80 stores and restaurants. New stores include H. Samuel Outlet, Toytown, Bench, plus a newly relocated M&S Outlet, which join Next Outlet, Clarks Outlet, Gap Outlet and many more. The waterside complex boasts a Vue Cinema, an on-site Virgin Active Gym and a selection of restaurants, including Café Rouge, Lime, Pizza Express, Bella Italia and Nando’s. Lowry Outlet is Manchester’s only outlet shopping centre, located in the heart of MediaCityUK, Manchester’s stunning waterfront destination.
For more information please visit www.lowryoutlet.co.uk
* 24-27 November 2016 compared to 26-29th November 2015