BORDERS, the iconic destination for literary enthusiasts, toy aficionados, and stationery connoisseurs, elevated the shopping experience with its much-anticipated “Big Borders Sale.” Renowned for its extensive collection of books, toys, and stationery, Borders proudly announced its largest-ever sale event, promising patrons exclusive access to premium products with discounts of up to 75% on over 3 million branded items.
Vivek Bahirwani, Director at BORDERS, Al Maya Group, provided valuable insights into the significance of this extraordinary sale, emphasizing the unique opportunity it presented for customers to acquire top-quality products at unprecedented prices.
We wanted to do something different, and especially around the holiday season what better time than this to hold a sale and allow customers an experience to buy their favorite books and toys as festive gifts. This is the 1st time a sale at this scale has been held with mixed categories available such as books toys and stationery with big label brands included such as Lego., Smiggle, Paperchase, and Cath Kidston. For the future, we plan on growing our stores and recently have brought in CURIOCITY by WHSMITH to the UAE.
Kamal Vachani Group Director & Partner- Al Maya Group
Vivek Bahirwani, Director at BORDERS, Al Maya Group, provided valuable insights into the significance of this extraordinary sale, emphasizing the unique opportunity it presented for customers to acquire top-quality products at unprecedented prices.
Upon asking “Why has Borders decided to hold such a massive sale now?” Vivek responded that Borders had strategically timed this grand sale to coincide with the gifting season, aiming to provide loyal customers with an exclusive chance to purchase quality products at discounted rates. Recognizing that the joy of giving knows no bounds, Borders extended this opportunity to both new and existing customers as a gesture of appreciation.
The extensive range of discounted products included books, toys, stationery, Smiggle, Cath Kidston, Paperchase, Hallmark, and even signed WH Smith products from the UK. With discounts ranging from 25% to an impressive 75%, customers could expect substantial savings on popular items such as Barbie, Smiggle backpacks, Lego, Hot Wheels, and more. Catering to a diverse audience, the “Big Borders Sale” offered something for everyone, from newborns to older adults, ensuring a broad spectrum of products suitable for all age groups.
He also added that Borders had secured 50,000 square feet at Studio City to manage the large influx of eager shoppers, implementing comprehensive security measures to guarantee a safe and enjoyable shopping experience. The sale ran for 12 days, from 20th December to 31st December 2023, providing ample time for visitors to explore the vast array of discounted products.
Beyond shopping, Borders aimed to create a vibrant and engaging atmosphere reminiscent of a funfair. Surrounding the venue, visitors could indulge in culinary delights from food trucks featuring popular brands like Costa Coffee and Baskin Robbins. Additionally, families could enjoy a play area with a bouncy castle provided by Funky Monkey, offering a secure environment for children while their parents shopped.
Anticipating excitement and curiosity, Borders planned special appearances before and after the opening of the sale, encouraging attendees to stay tuned for updates and announcements on their social media channels.
