Shopping expedition breaks Eid fast


To Take Place on 24 July

Retail Birmingham is running a special initiative for those breaking the Eid fast.  Birmingham shoppers are invited to take advantage of a special late night shopping evening on 24 July, in the run up to Eid.   Eid is the festival of breaking the fast, and it comes at the end of Ramadam, the Islamic holy month of fasting.  Many big names stores including Selfridges, House of Fraser, Marks & Spencer, Boots, Primark, Debenhams, Harvey Nichols and Emporio Armani, will be staying open late to treat shoppers with in store events, offers and beauty and fashion demonstrations from 5pm to 10pm.

Some of the stores will be offering complimentary dates and bottled water to shoppers that will be breaking their fast at 9:12pm during the evening.


Jonathan Cheetham, (pictured) Chair of Retail Birmingham, said: “Eid is an important time for retailers in the city centre, with many stores seeing an uplift in footfall and sales during this period. As a result of the positive impact the celebration has in the city centre, this year Retail Birmingham is bringing retailers together to offer a late night shopping event for the first time ever. This enables stores to capitalise on the busy period and allows shoppers to make the most of purchasing for the festivities ahead.”


Marks and Spencer on the High Street is to offer exclusive children’s wear lines in store. House of Fraser is to team up with Asian Bride magazine to hold in store beauty demonstrations throughout the evening by make-up artist Ruhena Begum.

Ruhena is to create three looks using Bare Minerals (5pm), Bobbi Brown (6pm) and YSL (7pm) cosmetic collections, all available in store.


There will also be lots of offers and activities to take advantage of throughout the beauty floor including a demonstration area with Benito Brow Bar, Francesco Hair and Nails Inc who is offering exclusive discounts including a half price eye brow shape for £6.50.


Selfridges is to launch a special Shisha lounge in store, as well as complimentary beauty treatments, late night food sampling, engraving and Arabic calligraphy to enjoy.


Boots will play host to a photo shoot with Asian Bride magazine. Shoppers will have the opportunity to get their picture on the cover of the magazine to tag on social media.


Waleed Jahangir, Event Director said: “Eid is a very important celebration within the year, the impact for retailers and the general community is phenomenal. We are very pleased to be working with Retail Birmingham for the very first Eid Late Night Shopping Event in Birmingham. This is an amazing project that brings many city centre stores together in recognition of Eid and embracing the diverse community in Birmingham.”


Other stores, including Harvey Nichols and Emporio Armani will also take part in the evening’s activities, and some outlets will stay open until 10pm.


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