Malls should decrease to 25% of the cost with Christmas decorations this year

São Paulo-Concerned with the economic instability that affects the Country, malls can decrease by up to 25 percent their spending on decorations of corridors and hallways for the period in which happens to most awaited date for retail: Christmas.
The move comes in line with a more conservative positioning of retail entrepreneurs, reflection of economic instability. Now, in the malls that the value negotiated between companies in the decorative and the administrators of the malls must be reduced. Consultation by the DCI, some shopping centers plan to at least maintain the same amount invested in 2015. "Reduce spending is a guideline of retailing in general right now. We cut 25% of the cost with decorations to restructure the calendar of the year. I believe that, from the point of view of consumers, will be seamless, "says the marketing manager of Santana Parque Shopping, Viviane Person.
According to her, the mall administration sought to deepen their investment in events that close the space.
The Shopping Frei Mug should also reduce expenses on the date. In this case, the mall wants to focus on his 15 years of space. "This year, we decided to reduce about 10% of the cost of Christmas decorations. In 2015, we cut between 7% and 10% compared to the previous year. We decided not to let Christmas aside, but also focus on other campaigns, "says the marketing manager of the Shopping Frei mug, Andreia Perini. Despite the cut, she ensures that the decorative quality of space will be the same encountered by consumers in previous years. "We will have promotions, events with Santa and a decorative design."
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Other shopping centers like the Ibirapuera Shopping Mall chose to keep last year''s investment. In this case, if we calculate the official inflation (IPCA) of the last 12 months, the decline in purchasing power with the same budget stays at 10%. "Our Orçamos Christmas in R$ 750 1000. Is the same value as last year. Companies that seek even tried to pass us a rate increase, but we decided to tap their foot, "says marketing manager of Shopping Ibirapuera, Ricardo Portela.
According to him, the negotiation this year was the most difficult, since high decorative articles influenced factors such as inflation and the dollar.
"We were able to keep the investment and bring something that''s impressive to the public. Is something long-awaited both by customers, as by retailers, "he says.
Feeling duty to delight its visitors, the Shopping Taboão foresees spending up to 1.5 million R$ with Christmas.
According to the Brazilian Association of Shopping centres (Abrasce), the importance of Christmas to the malls is clear in the marketing budget that calculates each year. "On average, 40% of the expenses of marketing of a mall are intended for Christmas," says the President of Abrasce, Adriana Colloca.
Currently, it is estimated that the market of decoration for the holidays year-end move up to 1.3 billion R$ per year, according to data from the Organization of the fair Christmas Show, which happened earlier this month in Sao Paulo. The event almost 80% sum of closed deals related to Christmas decorations in retail.