When shop windows are decorated with pumpkins or snowflakes, it’s not just for show: it’s a whole business ecosystem that kicks into gear. In the world of physical retail, shopping centers are increasingly relying on calendar-based promotions — and for three main reasons: to generate traffic, collect data, and offer “Instagrammable” moments.
Traffic & conversion: The Mechanism Works
The numbers speak for themselves: according to the National Retail Federation (NRF), spending related to Halloween 2025 is expected to reach $13.1 billion in the United States, proof that the opportunity is massive.
In terms of traffic, a shopping center that is active around Black Friday can see peaks of up to 40% in weekly attendance. Time spent is directly correlated to sales: a 1% increase in time spent equates to a 1.3% increase in sales (source : Retail Sensing).
In Spain, the week of Black Friday 2024 saw a 40.5% increase in foot traffic in stores (source: El País/Cinco Días).
According to a study by UnivDatos, spaces incorporating an experiential dimension record 40% more time spent and up to 30% more sales compared to traditional formats (UnivDatos).
Animations become a measurement and management tool
Nowadays, brand animation is no longer just entertainment. It’s a valuable source of data:
- Entry and traffic sensors, measuring visitor flow before, during, and after the event.
- Time spent in targeted areas (workshops, booths, Instagram-worthy decor).
- CRM/ opt-in leads generated through registrations, QR codes, and photo contests.
- Store conversion and average basket size data collected for comparison with baseline performance.
Brand animation is evolving into marketing tests and experimental fields. The most successful initiatives opt for a pilot store and follow-up at 30 and 90 days.
Instagrammable Moments: When Experience Becomes Social Media
A « giant pumpkin » photo booth at Halloween or a magical Christmas display is more than just a backdrop: it’s a magnet for visitor-generated content. These photo ops offer:
- Free organic visibility on Instagram, TikTok, and Facebook.
- An expansion of the center’s and individual stores’ marketing reach through user-generated content (UGC).
- Data collection: every share can be mapped, every hashtag tracked, and every opt-in redeemed in exchange for a frame or gift certificate.
Therefore, each post generates organic reach, free brand awareness, and an emotional connection between customer, brand, and location. Add an official hashtag and a discount coupon for each share, and you have a visibility powerhouse.
These types of setups combine physical traffic with a digital presence: exactly what brands with a strong presence on the ground are looking for.
Good recipes for a measurable success
- Simplicity + immersion: avoid simple tastings or demonstrations; offer a participatory workshop, a setting to walk through, an experience to be lived.
- Smart co-branding: a partner brand (FX makeup for Halloween, premium decorations for Christmas, etc.) can reduce costs and enrich the narrative.
- Measure before, during, and after: install sensors, set objectives (traffic, opt-in, basket size), and compare to traffic without animations over several weeks.
- Photo wall + hashtags: structure the “Instagrammable zone », create an official hashtag, and collect email addresses in exchange for a voucher (e.g., “tag #MyCentreHalloween & get 10% off at the partner brand”).
- Linked offer & precise timing: the event must trigger an immediate offer (coupon, flash-sale) and have a short timeframe to create a sense of urgency.
- Post-campaign analysis: compare stores with the animation versus control stores, without.
- Do a report on traffic, conversions, basket size, opt-ins, and repeat purchases within 30 days after the event.
- Plan early: 4 to 6 weeks of teaser campaigns via social media and email.
- Capture data: QR codes at each booth, automatic opt-ins, and social media contests.
- Extend the experience: special offers valid the following day, recap videos, and retargeting of opt-in visitors.
To conclude
Brand animations embedded in the calendar are much more than a celebration: they are strategic tools, blending emotions, data, and commerce. They offer shopping centers and brands a platform for innovation, where every visitor participates in a “social moment.” By orchestrating emotion + experience + measurement, we move from “just an event” to a tangible business opportunity.