More than £700 of gifts will be presented to the 35 millionth customer to Brighton's Churchill Square.
The lucky visitor is expected to walk through the doors during the next few days.
To celebrate the event, centre retailers, including Virgin Megastore, WH Smith, Next and The Perfume Shop, have put together a celebratory pack to be presented as the customer walks through the mall entrance doors.
A further £1,300 of prizes will be given away during the Surf 107.2FM Roadshow taking place in the Virgin Megastore from 4pm to 7pm today.
Spice Girl Emma Bunton will also be at the Virgin Megastore signing copies of her latest single.
Marketing manager Peter Beard will be monitoring the shopper counting systems at the entrances to the centre.
He said: "We predict that the 35 millionth customer will arrive sometime next week and if we have a busy weekend, we may even reach 35 million by Monday."
Churchill Square receives an average of 250,000 shoppers per week, peaking to some 400,000 per week during the Christmas period.
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