‘Til you drop: A woman gazes at a window display outside a fashion store in a mall in South Jakarta in this file photo. Midnight sales indulge shoppers with flexibility and discounted goods. JP/Ricky Yudhistira
This year has seen the rise of the “midnight shopping” or “midnight sale” phenomena, with malls offering discounted prices for late night shoppers.
With many people being extra careful about spending during the recovery from the global financial crisis, mall managers and shop owners hope to improve sales by providing customers with extra time to browse.
These “midnight sales”, which usually run from around 9 p.m. to 12 p.m. on weekends, have apparently attracted many shoppers in the capital.
“The timing [of the midnight sales] is great. I can go shopping just after work or after watching a movie,” said Riska Apriani, who works in an energy and mining company.
Riska said she had been to at least three midnight sales in December, mostly at malls in the Kelapa Gading area in North Jakarta.
Such sales were “very helpful” for her shopping needs, she said.
“[During midnight sales] the malls are not as busy as during regular hours,” Riska said.
However, the sales’ conducive shopping atmosphere has led many shoppers to spend more than they planned.
“I tend to get carried away easily during those sales, especially in the last minutes.
“I usually end up paying with my credit card,” Riska said.
Despite considerable discounts of up to 70 percent, prices could be misleading, she added.
“I am suspicious they in fact mark up prices before they putting the discount tags on,” Riska said, giggling.
Some Jakartans weren’t impressed with midnight sales.
During a “midnight sale” at a mall in South Jakarta last Saturday, Lia, a visitor, sat with a disenchanted look in her eyes, amid the bustling shoppers busily making purchases.
“I didn’t come here for the sales.
“I was passing by with friends and saw the ‘midnight sale’ sign and coincidentally I needed some shoes,” she said.
While Lia did get shoes at a bargain price, she said the whole “midnight thing” was not that special for her.
“For those who chase bargains, maybe [it would be special], but I am not a big consumerist.
“I think many people who came here are just curious or attracted by the discounts,” Lia said.
Nevertheless, the figures show that midnight sales work.
“[Midnight sales] are very effective,” Leila Tania, Plaza Semanggi public relations supervisor told The Jakarta Post.
During a midnight sale in June, the mall’s revenue increased 20 percent compared to regular days, Leila said.
“Midnight sales are held to increase customer traffic and to support tenants’ requests for discount programs.” (dis)
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