Wendy Zhang/ Shanghai Daily news

A series of promotions have boosted the Shanghai New World Department Store's daily revenue to a record of more than 45 million yuan (US$5.5 million) from 9 a.m. of December 24 to 9 a.m. of December 25, eastday.com reported today.
New World offered 100 yuan coupons for each 300 yuan of purchases from December 24 to January 15 of next year to mark its 10th anniversary. Moreover, the store was open for business for 37 hours consecutively, from 9 a.m. on December 24 to 10 p.m. the next day, and certain customers could enjoy a 200 yuan coupon for each 300 yuan of purchases as of 10 p.m. on December 24.
Hundreds of thousands of people crowded into the store on December 24, with the peak period from 9 p.m. on December 24 to 4 a.m. the next day, when all the floors were flooded with customers and the more than 140 elevators and escalators overloaded.
This was the longest they'd ever stayed open and the largest number of customers they've experienced. Business revenue hit 20 million yuan from 10 a.m. to 10 p.m. of December 24, which is the highest ever daily revenue for a city department store, said a spokesman with New World, adding that on that day, the largest promotion concerned diamond jewelry buyers who could get a 1,000 yuan coupon for each 1,000 yuan spent.
Video games are also available at the store to attract younger customers.
"Our revenue on normal days ranges between four to six million yuan, only one-tenth of this time's. Our vendors had prepared enough stocks in advance, but still could hardly meet the demand," the spokesman said.
Compared with hypermarkets and supermarkets, large department stores operating 24-hours have higher costs, and only strong companies can handle that, said a local sales expert.