1 December 2021
The Weekly

The Midnight Sale has been Central Department Store's signature campaign for over three decades. Last Friday saw the launch of a new shopping campaign, which combines post-Thanksgiving Black Friday with its Midnight Sale. Until Dec 6, the Central Black Midnight Sale is running under the theme ‘Guilty Free Festival’ and presents a joyful festive ambience for shoppers to enjoy retail therapy with activities and promotional offers. Based on emotional marketing, the guilt-free concept prompts shopping without hitting customers' pain points. Products have been renamed to make them feel that they don't have these items, easing the decision to drop them in the shopping bag. At Central Chidlom and Lardprao, activities include rolling the dice of a giant Monopoly board game. The shopping spree extends to Central App, Central Chat & Shop, Central Personal Shopper On Demand and Facebook of Central Department Store.