Oxford Properties is encouraging women who visit one of its shopping centres this holiday season to remember to treat themselves with the “#MyMrsClaus” campaign.

Running until Christmas Eve, shoppers can pick “#MyMrsClaus” gift tags at guest services kiosks, which they can use to wrap up a present for themselves from “Mrs. Claus” that they picked out from a participating retailer, who have each selected special gift ideas. Oxford will also be surprising some randomly selected shoppers with gift cards.

“#MyMrsClaus” is being pushed through social and in-mall creative. Shoppers who share what they’ve bought as their “Mrs. Claus” gift using the hashtag will also be entered into a draw to win a $500 Oxford Gift Card.

The campaign is being pushed across 10 of Oxford Properties’ shopping centres in Canada, including Yorkdale Mall, Square One, Upper Canada Mall, Edmonton City Centre, Les Promenades Gatineau and Galeries de la Capitale. Some retailers participating in the promotion include Kate Spade, Gerry Weber, Aritzia, Pandora, Ted Baker, Zara, Tumi and Swarovski.

“There are a number of women who are still in that traditional role of planner and shopper, working hard to get all the family events together and looking for special gifts for everyone else but not themselves,” says Bri-Ann Stuart, general manager of Upper Canada Mall. “It’s a tongue-in-cheek program to remind these women and our shoppers that they deserve something special as well.”

Upper Canada Mall is putting its own twist on the campaign and integrating it into its own holiday platform, dubbed “I Am Mrs. Claus.” With its own unique creative, the mall has enlisted lifestyle blogger Amara Mansuco of Lace + Braids to be the face of Mrs. Claus in its gift guide, fashion look book, in-mall displays. Mansuco will also be appearing at the mall on select days to take photos and share holiday recipes with shoppers. Upper Canada Mall is also running its own contest where one shopper will win a handbag full of gifts valued at over $6,000.

Stuart says while the creative has a woman with a young family in mind, the campaign aims to speak to shoppers of all ages that have been tasked with creating a perfect holiday, and the list of retailers also includes ones with typically wider target shoppers, like The Bay, Reitmans, Sport Chek and Gap.