To reduce festive season traffic, local governments in Manila and nearby cities have shifted mall operating hours to 11 AM – midnight from 18 November to 25 December. Additionally, truck deliveries to malls are restricted to between 10 PM and 5 AM, Retail Asia reported.
Malls in the predominantly Catholic Philippines are used to adjusting operations for Christmas, a major celebration. Many are well-prepared to extend hours, boost staffing, and provide extra services like gift-wrapping stations, which often see long queues during the holiday season.
To prepare for the Christmas holidays, malls have enhanced internal systems by improving parking flow and coordinating entry and exit points to reduce shopper delays. Updates on adjusted hours and promotions are shared across social media, in-mall announcements, and digital platforms.
Paul Birkett, chief operating officer at Ayala Malls, stated: ‘Filipinos absolutely adore Christmas, and I cannot stress that enough. Given their love for the festive season, it is only natural for them to spread Christmas cheer by giving gifts and gathering with family and friends.’
Shoppers are likely to visit malls later in the day, particularly after work, and stay late to shop for gifts or enjoy time with family and friends, said Therese Reyes, Asia-Pacific Lead Editor at consumer insight agency Canvas8.
‘Some may even spend an entire day at the mall to tackle their holiday checklists in one trip,’ she added.
Reyes highlighted that while shopping times may shift, the overall volume of purchases is expected to stay consistent: ‘The changes will likely be more about when they shop rather than what or how much they shop.’
Despite the rise of online shopping, Filipinos still visit malls frequently during the holidays, Reyes noted. According to the 2024 Asia Lifestyle Consumer Profile, over half of consumers favour a mix of online and in-store shopping.
SM Prime Holdings, Inc., the largest mall operator in the Philippines, reported a record net income of $683.5 million in 2023, with its mall operations contributing 57% to total consolidated revenue.
