Christmas shoppers in Birmingham will soon be able to take advantage of longer opening hours at the Bullring.
From December 3, the shopping centre will remain open until 10pm during the week. To mark the run-up to Christmas, visitors will also be treated to a festive light display, featuring giant snowflakes dancing across the building in time to music - every hour, on the hour, from 4pm.
Traditionally, the Christmas season is one of the busiest in the retail calendar. This year, retailers in the Midlands are hoping for a significant increase in business following dwindling sales as a result of the summer's poor weather.
The constant rain and floods meant shoppers in the region were more likely to be put off from spending sprees, with the added headache of an increase in fuel costs, rise in the price of food and decline in disposable income.
Tim Walley, general manager of Bullring, said the extended opening hours would provide the ideal opportunity for busy Midlanders to visit the shops at a leisurely pace to find the perfect gift for friends and family.
"Christmas is a busy time of year with lots to fit in, including shopping," he said. "At Bullring we strive to make each of our visitors enjoy their shopping trip and by extending the shopping hours we’re providing time that equates to more than an extra day of shopping in December.
"With the addition of the light show offering an exceptional display, Christmas shopping at the centre will be a pleasurable and memorable part of Christmas."
This year Christmas shoppers in the Bullring can browse the collections of new designer stores DKNY, AIX Armani Exchange, Kurt Geiger and Tommy Hilfiger.
Among the more luxurious stocking fillers on offer is the diamond encrusted Amosu Apple iPhone - available exclusively from Selfridges, with 420 brilliant cut diamonds with a total of 5.65 carats and worth £20,000.
Other products in the range include a gold-plated iPod, diamond Versu phones and diamond Bluetooth earphones.
All of the items are handmade and come with a concierge service. They also feature "recyclable" diamonds, so if a user wants a new phone, the diamonds can be reused on the new handset.
For shoppers with a sweet tooth, chocolate specialist Hotel Chocolat will be opening in Bullring's Middle Mall West.
The shopping centre will be open on Christmas Eve from 9am to 5pm, 10am to 6pm on Boxing Day, with Selfridges open from 8am, New Year's Eve open from 9.30am to 5pm and New Year's Day from 12pm to 5pm.
On December 3, Birmingham singer Jamelia will take to the stage outside the Bullring for its Christmas lights switch-on. The superstar will be in St Martin's Square from 6pm.
She said: "Christmas is a really special time of year and for me, it is a real privilege to be able to take part in the celebrations and launch Bullring's light show in my home town. The light show really captures the essence of Christmas and announces the start of the festive season."
Mr Walley added: "I'm really excited about the launch of the Bullring light show. It provides our visitors with an extra special experience for late afternoon and evening shopping, making it an even more satisfying experience."
For information on the December opening hours, visit www.bullring.co.uk.
