BehaviourWorks Australia senior research fellow Jennifer Macklin suggests that before considering extended retail hours throughout the year, Brisbane should first determine the behaviors they want to encourage. Extended trading should not just be about driving consumerism, but about building a holistic economy that supports activity outside of regular business hours. This could include incentivizing people to stay in the city after work for shopping or attracting visitors to shop in the evening. However, barriers such as transportation and reasons to go home after work need to be addressed to encourage people to change their behavior and engage in late-night shopping.
One way to encourage people to adopt new habits is through time-limited activities like night markets or pop-ups. These events can signal to people that they should stay in the city on certain nights and try out new shopping experiences. Other incentives could include discounted parking, dining, and shopping deals. Despite the potential benefits of extended trading hours, retailers will need support from local and state governments, as well as strong marketing, to feel confident in opening late at night year-round. It is important to consider not just the needs of consumers, but also the needs of retailers when implementing extended trading hours.
Although midnight shopping may seem like a minor issue compared to other city priorities, it offers an opportunity to stimulate the local economy and create valuable experiences for residents and visitors. Beyond simply selling more products, after-hours shopping could lead to changes in how people interact with the city and its businesses. Planning for events like the Olympics could provide an opportunity for larger stakeholders to strategize and shape the future of Brisbane’s nighttime economy. By thinking creatively and strategically about how to enhance nighttime activities, cities like Brisbane can add real value to people’s lives and create memorable experiences.
In conclusion, Jennifer Macklin emphasizes the importance of considering the broader implications of offering extended trading hours beyond the festive season. By exploring ways to transform the nighttime economy, cities like Brisbane can not only increase retail activity but also enhance the overall quality of life for residents and visitors. Encouraging people to stay in the city after work, providing incentives for late-night shopping, and creating engaging experiences can help establish a thriving nighttime economy that benefits both businesses and the community. As cities look towards the future and plan for major events, they have the opportunity to shape the nighttime landscape, drive economic growth, and improve the overall well-being of their inhabitants. By adopting a strategic and proactive approach, cities can unlock the full potential of their nighttime economy and create a vibrant and dynamic urban environment for all to enjoy.
