Wellington businesses are set to benefit from the expected $30million boost in local spend during the World of Wearable Arts Awards. Following on the success of last year’s awards, organisers have added an additional performance to the WOW season which runs from September 22 to October 9.

"We have responded to the increasing demand for tickets by adding one more performance into the final week of the WOW season," said Gisella Carr, chief executive, World of Wearable Arts.

The Wellington Chair of council’s economic growth and arts committee, Jo Coughlan said the 2016 events worth to the city will likely reach $30 million, almost four times that of 2005 when the show first arrived in the city.

Don Wearing from Mischief Shoes said the event attracted shoppers to the city, and businesses should adjust opening hours to accommodate them.

“They want to give you their money,” said Wearing.

Chris Wilkinson, managing director, First Retail Group said for some businesses the season is more important than Christmas, especially for fashion retailers.