A gold bar giveaway campaign helped Shanghai's Nanjing Road Pedestrian Mall, known as "China's No. 1 commercial street," record a more than 23 percent rise in sales during the Mid-Autumn Festival and National Day holiday, the Huangpu District government said on Thursday.
The 12-day campaign offered shoppers a chance to win one of 14 commemorative gold bars weighing 50 grams each. The campaign made Nanjing Road E. one of the most popular shopping streets during the holiday.
Gold is hitting record highs worldwide. It recently passed US$4,200 per ounce. A 50-gram bar at that value would cost roughly 47,078 yuan (US$6,607).
The promotion required shoppers to spend at least 126 yuan to join the lottery. Each additional purchase earned more chances to win. Over 330,000 lottery entries were generated during the campaign.
From September 27 to October 8, foot traffic at core shopping sites – New World City and New World Daimaru department stores – rose 35 percent year on year. Their combined sales grew 19.5 percent, and the average spending per shopper increased by about 4 percent.
On October 6 alone, daily sales jumped 165 percent. Food brands such as Zhen Lao Da Fang and Taikang, also saw sales climb more than 15 percent.
The event attracted both older and younger consumers. Traditional brands launched new products, such as spicy soy sauce mooncakes and mini "coal ball" mooncakes. New stores like the Bailian ZX anime zone drew younger visitors.
During the holidays, Nanjing Road E. also hosted cultural and entertainment events such as traditional fashion shows and an esports exhibition.
Last year, Nanjing Road welcomed 32 debut stores and three Asian best-selling brands. It remains a key part of Shanghai's plan to strengthen its role as an international consumption center, according to the district government.
Editor: Liu Qi
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