Central's midnight sale campaign is back

The Midnight Sale has been Central Department Store's signature campaign for over three decades.

Last Friday saw the launch of a new shopping campaign, which combines post-Thanksgiving Black Friday with its Midnight Sale.

Until Dec 6, the Central Black Midnight Sale is running under the theme "Guilty Free Festival" and presents a joyful festive ambience for shoppers to enjoy retail therapy with activities and promotional offers.

photos courtesy of Central

Based on emotional marketing, the guilt-free concept prompts shopping without hitting customers' pain points. Products have been renamed to make them feel that they don't have these items, easing the decision to drop them in the shopping bag.

Central's glossary includes Aqua Suit (swimsuit), Body Diffuser (fragrance), Cash Keeper (wallet), Feet Jacket (sneakers), Goodnight Bag (pillow), Hair Organiser (hairbrush), Kiss Stick (lipstick), Solar Glasses (sunglasses), Pre Shoes (socks) and Sky Heels (high-heel shoes).

The campaign serves year-end shopping for Christmas and New Year gifts.

Offering a variety of products, the Midnight Market is a highlight at Central Chidlom, Lardprao, CentralWorld, Pinklao, Bangna, EastVille and WestGate.


At Central Chidlom and Lardprao, activities include rolling the dice of a giant Monopoly board game.

The shopping spree extends to Central App, Central Chat & Shop, Central Personal Shopper On Demand and Facebook of Central Department Store.

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