The ad campaign encourages people to "Give twice as much this Christmas" because prices are permanently reduced by up to 50%.
It includes a TV spot showing a Christmas scene with snowflakes and hundreds of presents falling and being caught by shoppers, as well as ads across outdoor, press and radio.
The Christmas theme will be continued with an email campaign from December 7 to 70,000 people on McArthurGlen's VIP database.
Styled on the "Pass the parcel" game, it offers them a free gift if they confirm their details and pass the email on to a friend, who is also eligible if they do the same. Gifts range from 10%-off vouchers to a Bose surround sound system.
In-store shoppers will be encouraged to sign up as a VIP with a free prize draw offering the chance to win four free flights to Europe with bmi baby.
In addition, Publicis Dialog has created in-store leaflets featuring an advent calendar promoting different offers available on different days at individual stores such as Marks & Spencer, Mexx and Clarks.
Laura Wenke, chief marketing officer at McArthurGlen, said: "Our 'guilt-free shopping' proposition has helped drive footfall all year but this Christmas a blanket of layered-on tactics under the guide of 'Give twice as much' will deliver a mechanism that not only calibrates footfall throughout the period but also features a critical customer database element, which will propel us into next year's planning."
McArthurGlen appointed Publicis Dialog to handle its pan-European account late last year. It owns eight retail centres in France, Italy, Austria and Germany, as well as seven in the UK.
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