Sihlcity Prepares for Black Friday Frenzy: 30,000+ Shoppers Expected as Holiday Season Kicks Off
Zurich, Switzerland – Black Friday has officially arrived at Sihlcity, marking the unofficial start of the Christmas shopping season. The fourth-largest shopping center in Switzerland is bracing for a significant surge in visitors, with center manager Sandro Engeler predicting over 30,000 shoppers will descend upon the mall today. This represents a substantial increase from the typical 20,000 visitors on a regular Friday, rivaling the foot traffic of a peak Saturday.
Deals Up to 75% Off: What Shoppers Can Expect
Electronics, beauty products, and telecommunications are expected to be the hottest categories, with retailers offering discounts of up to 75% on select items. Engeler noted that popular “highlight products” sold out quickly last year, prompting stores to increase their inventory for this year’s event. The trend of Black Friday participation is growing, with even retailers who typically offer limited promotions joining in to capture the increased foot traffic. “When customers are already shopping, you want to get them into the store,” Engeler explained in an interview with 20 Minutes.
Beyond the Sales: Sihlcity Enhances the Shopping Experience
Sihlcity isn’t just relying on discounts to attract shoppers. To compete with the 24/7 availability of online retailers, the center is extending its opening hours until 10 p.m. But the experience goes beyond extended hours. Shoppers can enjoy special drinks at reduced prices in the winter garden’s tree house and participate in a unique “duck fishing” game – catch a black duck and win Sihlcity gift vouchers. Last year, shoppers had the chance to win back their entire Black Friday purchase in a competition, accompanied by a DJ and complimentary Prosecco.
Image: A bustling scene at Sihlcity during a previous Black Friday event. (Placeholder Image)
A Changing Landscape: Consumer Behavior in a Cost-of-Living Crisis
While excitement is high, Sihlcity is also aware of the broader economic context. Engeler acknowledges that rising costs of living are impacting consumer behavior. “I’m already hearing in stores that shopping behavior is reduced,” he said. “It may be that people wait until Black Friday to make bulk purchases.” He also observed a trend of consumers cutting back on discretionary spending, such as forgoing drinks with meals. However, despite these challenges, Sihlcity is currently ahead of last year in both visitor numbers and sales.
The Future of Shopping Centers: Experiential Retail and the Human Touch
In an era dominated by e-commerce, Sihlcity emphasizes the importance of the in-person shopping experience. Engeler firmly believes shopping centers have a future, particularly those that offer a diverse mix of shops, restaurants, and entertainment options. “People increasingly want on-site advice and want to experience the tactile experience of shopping,” he stated. Sihlcity boasts 80 shops, 16 restaurants, a cinema, a cultural hall, a fitness center, and even a hotel, creating a destination that goes beyond simply buying products. This focus on creating a “high quality of stay” is crucial for attracting and retaining customers.
Preparing for the Rush: Safety and Cleanliness
Unlike the chaotic scenes sometimes seen in American malls, Sihlcity doesn’t anticipate any major security concerns. “We don’t have American conditions where people storm the mall,” Engeler assured. However, the center is increasing staffing at the information point and deploying additional cleaning crews, particularly to maintain restroom cleanliness. The busiest times are expected to be from the afternoon onwards, with the morning offering a more relaxed shopping experience.
As Black Friday unfolds, Sihlcity is poised to kick off a busy holiday season, with the following Sunday already scheduled as the first of three Sunday sales events. The center’s success hinges on its ability to adapt to changing consumer behaviors, offer a compelling shopping experience, and provide a welcoming environment for the thousands of visitors expected to pass through its doors.
