Sunday, 13 June is Father's Day in Austria. The significance of Father’s Day has become increasingly important for individual retail segments in recent years. More specifically, perfumery, electronics, textile, shoe, and book retailers all offer special promotions. SES malls usually surprise dads with a variety of special offers, such as raffles, vehicle exhibitions, goody bags, and Father's Day beer. Promotional activities are currently being carried out in-store, online, and via social media, which are all presently geared towards boosting sales as well as awareness of the special day. This year, a number of retailers are combining Father's Day with special promotions related to the upcoming European Football Championship. According to an internal SES survey among our retail partners, Father’s Day gifts are usually purchased just a few days in advance.

At present, nearly all segments across the 17 SES shopping centers in Austria are reporting very strong business results. The prevailing sentiment among the retail partners is extremely positive. While customers are eager to buy, they are also price-sensitive. “Everyone is extremely happy about the reopening of our gastronomy facilities. Our visitors are delighted that life is being breathed into shopping centers again. Father's Day also provides an ideal reason for people to visit malls for gift inspiration. For some segments, Father’s Day is particularly relevant,” comments Christoph Andexlinger, COO of SES Spar European Shopping Centers.

The Top Sellers Among Father’s Day Gifts in 2021
According to perfumeries, men’s grooming products are in high demand this year, in particular, beard care items. There are numerous new fragrances and discount promotions. In terms of electronics retail, the top-selling items for Father's Day this year are games consoles, sound systems, shavers, and European Football Championship TV set promotions. Father's Day has also become increasingly important in the fashion segment, with textile retailers offering percentage discounts on underwear, socks, shirts, and T-shirts. Sports watches, accessories, wallets, boxer shorts, pajamas, and jogging suits are also popular. Booksellers are showcasing subjects such as barbecuing, baking, and cooking on their Father's Day display tables – specifically geared toward men. Special interest books on tools, cars, and home improvement are also being sought after. Food retailers have steadily increased their purchases of chocolate, spirits, and beer, and INTERSPAR also intends to run special Father's Day promotions. Restaurants at some locations are set to offer special Father’s Day breakfasts.

Shopping Center Areas of Focus
SES shopping centers themselves also plan to stage various Father's Day-themed activities, thereby supporting their retail partners. This special day in celebration of fathers is being publicized via trending posts on the centers’ social media channels as well as Father’s Day campaigns on www.derzehner.at.

Barbecue grills, “Zehner” gift certificates, and much more will be awarded via raffles. At ZIMBAPARK, every father will receive a special edition “Dad” chocolate heart made by Milka. At MURPARK, vehicles produced by Puch will be on display, while MARIANDL Krems and MAX.CENTER Wels will be serving their own Father’s Day beers. Goody bags specifically created for fathers will be distributed at VARENA Vöcklabruck and SILLPARK Innsbruck.

Current COVID-19 Restrictions Due to Be Lifted As Quickly As Possible
SES shopping centers have fully supported all pandemic control measures since the very beginning of the crisis. The centers were the first in Austria to be TÜV AUSTRIA certified for their hygiene management. Visitors have been constantly reminded, via all center channels, to comply with the protective measures, and, to date, they continue to adhere to the rules in a very disciplined manner.

“Consistent compliance with all measures has been properly enforced and has remained a priority to this day. However, we now find ourselves in a situation in which no justification for the square meter restriction (one customer per 10 square meters) or for the ban on the use of benches in shopping centers exists. Given the current low and ever decreasing incidence rates, such measures are no longer justifiable vis-à-vis customers and have since been met with widespread disagreement,” says SES COO Christoph Andexlinger, calling for the restrictions to be lifted as quickly as possible.