Surrey Place was host to a Cake & Confectionery show with creations from novices to master cake makers alike, including Noah’s Ark and a giant cake with interior lights.

Northway Mall spread its newly adopted no-smoking message by printing it on matchbooks and handing them out to adult shoppers. Instead of matches, shoppers found Lifesavers inside.

To help feed the needy, Seaview Square sold T-shirts, gathered change, and collected non-perishable food. The program was so well received that it was extended by 5 months. All proceeds—over 11,000 pounds of food and $5,500—went to the local food bank.

Westland Shopping Center raises $8,000 for local students with “Band Together for Education” event.

To prepare them for the upcoming school year, Six Flags Mall holds an annual traffic safety program for local children. Kids spend one hour in-class each day, for five consecutive days, and receive a diploma and goodies upon graduation.

Hampton Towne Centre’s “Letters to Santa” campaign brightened spirits, while “Power Play” gave children the opportunity to come to the center and play with some of the season’s hottest toys. Posters advertised the toys’ locations and prices, and merchants displayed counter cards with gift suggestions. Sales were up 11%, and Santa photo sales increased by 33%.

Ogden City Mall’s holiday shopping getaway package got visitors in the mood to spend, nearly doubing some merchants’ sales.

Century City sought to boost its holiday gift certificate sales by distributing an offer of two free movie passes to those who purchased more than $150 in gift certificates. Certificates were also advertised on-screen in the cinema, reaching 200,000 potential customers. Gift certificate sales were increased 30% over the prior year.

Seeking to tap into the office worker market, White Plains Galleria’s “Especially for You” campaign saw costumed Santa helpers hand-deliver promotional gold packages to 10,000 business employees. The campaign was highly successful, with 16.8 percent of giftees responding.

Shoppers at White Flint were encouraged to hold onto their receipts and hope for snow. One of the center’s retailers issued a “Snowfall Challenge”—if there was one inch or more of snow on Christmas Day, shoppers who bought jewelry between November 15 and December 15 would be refunded the purchase price.