Macomb Mall sees improved holiday business despite the pandemic

By: Brendan Losinski | Roseville - Eastpointe Eastsider | Published December 18, 2020

 COVID-19 has made Roseville’s Macomb Mall adjust how it conducts business this holiday season.

COVID-19 has made Roseville’s Macomb Mall adjust how it conducts business this holiday season.

Photo by Brendan Losinski

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ROSEVILLE — With COVID-19 causing decreased foot traffic, malls across the country have been among the hardest hit institutions during the pandemic.

Macomb Mall in Roseville has seen this firsthand and is working hard to support both its businesses and customers at a time when that can be extremely difficult.

“This year is incomparable to any that came before due to the far-reaching impact of the pandemic,” Marianne Meyers, the general manager of the mall, explained in an email. “Our retailers ... have been adapting their in-store protocols and sales methods since reopening from the lockdown in June, plus adhering to their respective corporate policies and the recommendations of the (Centers for Disease Control and Prevention) and the (Michigan Department of Health and Human Services) emergency orders.”

Trying to move forward into the Christmas season has been difficult for many institutions, but the Macomb Mall staff has been doing its best to retain the holiday spirit while staying safe.

“For almost 56 years, the holiday season has always been a special time at Macomb Mall,” Assistant General Manager Apple Wick said in an email. “Holiday lights and décor fill out the entire shopping center beautifully. Obviously, some slight adjustments were necessary from our normal holiday activities, but we wanted to create an atmosphere that would truly invite guests to get into the holiday spirit as they shop. Santa is here and ready to have safe visits with children of all ages and there is the Sounds of the Season holiday music series on weekends in December that features local musicians.”

Safety precautions can be easily seen around the mall.

“We continue to closely monitor and comply with the MDHHS emergency orders and recommendations of the CDC. We ask that if guests are feeling unwell or are sick, to please stay home,” wrote Wick. “The center’s holiday hours are available on our website. Some retailers may have modified hours of operation due to their corporate policy. We recommend contacting your favorite retailer directly and confirming their hours prior to visiting. Store phone numbers are available on our website. Guests can expect to find stores with reduced occupancy limits metering in shoppers to maintain safe spaces for shopping.”

Safety measures include face coverings being required by all staff and shoppers, social distancing, hand sanitizer, drinking fountains and charging stations being suspended, and additional signage to direct people to follow these precautions.

Both said that they are optimistic about the holiday season, which many malls rely on for a solid financial year. Wick also said they are hopeful the trend continues in the days following Christmas when people return items, cash in gift cards or look for post-holiday bargains.

“Macomb Mall is open and excited to welcome customers, especially this holiday season,” wrote Wick. “We have been tracking increased foot traffic to the center since before Thanksgiving as many of our retailers began their holiday offerings earlier this year. We are expecting the increase to continue throughout the holiday season.”

Meyers said they have seen certain trends developing in light of COVID-19, including some businesses or services getting increased traffic.

“Many of our retailers have been experiencing great success since reopening,” she wrote. “Creative sales offers, an increased need for work-from-home/remote schooling apparel and a desire for a sense of normalcy are definitely driving traffic to Macomb Mall. Most notably, the in-store shopper is one with intent and purpose instead of just browsing. They are here to shop.”

Many businesses have adapted in order to maintain as much business as possible in a year where attracting people to stores has proven difficult.

“Brands are utilizing all methods of communication and advertising to draw customers to their stores and clearly communicate their safety protocols,” wrote Wick. “Loyalty program rewards, coupons, and other deals that offer savings definitely drive sales. The addition of BOPIS (buy online, pickup in store) and BOPAC (buy online, pickup at curbside) services are booming for many of Macomb Mall’s tenants too.”

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