In an effort to attract shoppers to their particular patch of shops in the Research Triangle area of North Carolina, malls are surprising unsuspecting shoppers with free goodies, such as gift
certificates for toys, free stroller rentals and vouchers for lunch at the food court.
Such promotions are along the lines of free gift-wrap, blowing fake snow and having a Santa with
a real beard--all efforts that malls make to draw attention and shoppers. "You hope someone will think, 'Maybe I'll be the one today, and I'll go to Northgate,' " says Paula Harris, Northgate's
marketing manager.
Northgate's program, Santa's Surprise for Shoppers, uses Santa to surprise customers with a $100 Northgate gift card. It started the day after Thanksgiving and was
planned to end Sunday, but has been extended through the holiday season.
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