Small format. Big festive impact.

This year Black Friday takes place on Friday 27th November with top purchases including electronics, gifts, beauty & cosmetics, according to our work.shop.play. audience community.

Did you know? In addition to 20 Street Hub screens we have 36 x 75 inch Pulsehub D6 digital 6-sheets in Belfast city centre. 14 of those screens can even display attention-grabbing, captivating full motion content. Perfect for cutting through the Christmas crowds.

There are have been at least 24 new retail and leisure entrants to the NI market open in Belfast City Centre in 2025/26 including; Sephora, Abercrombie & Fitch, The North Face, Bershka, Lego, Victoria Secret, Rolex, Kingpins, Wingstop, Primark Home and more!

43% of our audience insight community think that brands that appear in public spaces feel bigger and more established (Source: work.shop.play. NI, May 2026).

In addition to our Belfast classic 6 sheet locations, our partnership with BT means we can also take your campaign further this Christmas and extend it to high streets across Northern Ireland with our network of 192 classic 6 sheets in 48 locations throughout the rest of Northern Ireland.

Did you know? In 2025 there were 215,172 average daily Belfast city centre visits in the first two weeks of December (Source: Huq Industries).

37% of our work.shop.play. audience insight community start shopping early to help spread the cost (Source: work.shop.play. NI, Aug 2026).

Top Christmas purchases include; groceries & food, gifts, snacks & confectionery and alcohol (Source: work.shop.play. NI, Aug 2026).

Belfast's Christmas lights switch-on event takes place this year on Saturday 14th November.

During Black Friday people tend to be more impulsive with 29% planning purchases just a few days before – likely once they see what’s on offer! (Source: work.shop.play. NI, Aug 2026).

In Belfast in 2025, evening footfall after 6pm saw steady growth, supported by the introduction of Translink late-night bus services which started on 28th November 2025 (Source: Huq Industries).

Did you know? 38% say outdoor posters feel most useful / influential when already shopping (Source: work.shop.play. NI, May 2026).

In 2025, Belfast City Centre experienced 53,725 additional daily visitors compared with the same period the year prior. That's a 31% increase! (Source: Huq Industries).

Did you know? 33% say that a brand showing up at the right seasonal or cultural moments makes a brand feel more relevant (Source: work.shop.play. NI, May 2026).

46% say they spend more than planned during seasonal shopping periods with 63% saying spending increases a lot at Christmas (Source: work.shop.play. NI, Aug 2026).

81% of our audience insight community told us that they notice brands being advertised when out and about (Source: work.shop.play. NI, May 2026).

Belfast's Continental Christmas Market returns on 14th November and runs until 22nd December 2026 which attracts over one million visitors each festive season!

Whilst there are only a handful of 2 week outdoor cycles left until Christmas, our small format digital opportunities such as Pulsehub D6 and Street Hub can be activated quickly and be customised to your campaign needs.

Located in busy pedestrian thoroughfares and high footfall retail locations across Belfast, Street Hub screens stand tall at 3 metres high - perfect for keeping your message above the crowds and in full view!

Our classic 6 sheets are freestanding making them unmissable to shoppers. Choose from 64 x 6 sheets across 15 high footfall locations in Belfast City Centre.

Both Pulsehub D6 and Street Hub are fitted with a host of civic benefits including free wifi, phone charging and more. They help brands make a lasting impact while enriching everyday life and attracting audiences to your campaign.

Donegall Place, one of Belfast City Centre's main shopping areas celebrated being full occupied in 2025 as a result of a retail boom that saw lots of new brands open in the city that included; The Ivy restaurant, Victoria Secret and Primark Home (Source: Belfast One).

48% start planning their Christmas purchases a few months before, 23% a month before and 14% a few days to weeks before (Source: work.shop.play. NI, August 2026).

Our Pulsehub D6 network is perfectly placed to host smart, contextual campaigns that hit at the right moment along with jaw-dropping creative opportunities including anamorphic or static 3D.