Shoppers flock to Pacific Fair as Christmas rush begins

The Christmas shopping frenzy is on at Gold Coast centres. Here’s what you need to know about extended hours, parking, and the best way to tackle the holiday rush.

Squeezed household budgets have failed to sap festive cheer on the Gold Coast, with centres packed by shoppers hunting for the perfect Christmas gift.

Pacific Fair senior marketing manager Kate Halpin said the popular Broadbeach centre saw familiar crowds over the weekend, with foot traffic mirroring levels of previous years.

“The centre always has the most incredible buzz around Christmas, and this year is no exception,” she said.

“We’ll wait to see the numbers at the end of the month, but it certainly has the same energy and feel as last year.”

With cost-of-living pressures and elevated inflation still weighing heavily on Gold Coasters, many shoppers opted to get a head start, taking advantage of Black Friday deals to tick items off their Christmas list early.

Inflation has hurt consumers – but it hasn’t stopped shoppers packing centres on the Gold Coast ahead of Christmas.

According to consumer research from Monash University, Black Friday has been gaining traction in recent years and is now Australia’s top sales event, even surpassing Boxing Day.

But Ms Halpin predicts the usual late influx in the days leading up to Christmas.

“We’re expecting the usual late surge as the final days approach before Christmas as people rush in to find the last few gifts to complete their lists.”

Ms Halpin said electronics, toys and homewares were topping wish lists this year with clothing, footwear and accessories also in high demand.

“We’re also seeing a surge in customers looking for new recipes to trial on Christmas Day,” she said.

With parking often a concern during peak periods, Pacific Fair has adopted valet services and additional staff to help manage traffic flow.

“Fortunately we have the light rail, buses, and ride-share and taxi drop-off and pick-up zones ... and we’re hearing that customers are trying a mix of different ways to arrive and depart the centre,” Ms Halpin said.

“As well as taking advantage of extending trading hours.”

In addition to extended hours, shoppers can take advantage of services including Christmas cinema childcare, gift wrapping (for a gold coin donation), shopping butler services and roaming concierge staff.

Gold Coast shopping centres are extending their hours. Picture: Peter Wallis.

Extended trading hours begin Thursday 19th December and continue until Christmas Eve, with Monday 23rd trading open until midnight.

Extended hours have already started at Harbour Town Premium Outlets, while Robina Town Centre will follow suit on Friday December 20.

Originally published as Shoppers flock to Pacific Fair as Christmas rush begins