Mall Kiosks: Can They Boost Mexico’s Retail GDP by Year-End?

Most of us have walked through a shopping mall in December. Holiday lights and tempting offers surround us, with a lively buzz filling the corridors on every floor, inside and outside stores. Amidst this scene, kiosks increasingly dominate the corridors, fiercely competing to capture the impulsive purchases that define the end of the year.

Data reveals that retail sales hit their annual peak between October and December as the number of kiosks in shopping malls grows. According to SiiLA, during this period, these small setups experience a 2%-3% growth, outpacing mid-year increases of 1%-2%, and contrasting with the first months of the year when sales can drop by up to 0.5%.

This trend reflects Mexico's retail dynamics. Mexico's Economy Secretariat reports that over the past 30 years, the sector's GDP has averaged 5.3% growth during the fourth quarter—double the activity seen in mid-year quarters. For some businesses, this season accounts for up to 40% of annual sales, cementing its importance for kiosks and the retail economy.

Thanks to their marketing and visual appeal, kiosks don't just fill shopping mall corridors—they transform them. While they are more expensive per square meter, their small size makes them accessible. Many chains use them as additional sales points alongside their mall stores, while other businesses rent them temporarily to test markets, launch products, or capitalize on high seasons.

Some kiosks also serve as omnichannel spaces, integrating physical and digital marketing strategies to create shopping experiences, attract customers, and strengthen brands. An example is the Dior Backstage Studio kiosk in Mexico City's Perisur Mall, where professional artists combine beauty product sales with high-impact makeup sessions. This interaction draws shoppers and generates viral social media content, enhancing the brand's digital presence.