The company has launched its #MyMrsClaus campaign across 10 shopping malls including Yorkdale Shopping Centre, Square One, Upper Canada Mall, Edmonton City Centre, Les Promenades Gatineau and Les Galeries de la Capitale.
Shoppers can pick up Mrs. Claus gift tags from guest service kiosks, which they can use to wrap presents for themselves. Participating retailers including Kate Spade, Aritzia, Pandora, Ted Baker, Zara and Swarovski have provided a range of #MyMrsClaus gift ideas.
Until Dec. 24, Oxford Properties is surprising random shoppers with gift cards. Shoppers who share their “Mrs. Claus” gift using the hashtag #MyMrsClaus will be entered into a draw for a chance to win a $500 Oxford gift card.
“Women are so busy during the holiday season and they’re doing so much—they’re picking the gifts, wrapping the gifts, doing the cookie exchanges… So it’s reminding women to just take a moment for themselves and pick up a little something for themselves,” said Bri-Ann Stuart, general manager of Upper Canada Mall.
While the campaign targets the modern mom, “the reality is, every woman is doing a million things this holiday season… so it’s really meant for every woman to do a little something for themselves,” said Stuart.
The campaign is being promoted through social media and in-mall marketing.
Upper Canada Mall is broadening the campaign with its own promotion, “I Am Mrs. Claus.” The mall has signed style blogger and Instagrammer Amara Mancuso of Lace + Braids to represent Mrs. Claus in its gift guide and holiday fashion looks. She’ll also be appearing at the mall and taking photos at Santa’s castle.
“She is the modern Mrs. Claus, two kids, business owner, and very busy… so we’ve brought her to life,” said Stuart.
Upper Canada Mall is also holding a contest where one shopper will win a handbag full of gifts including a ring, valued at over $6,000.