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Well, actually, Christmas will be here the same time it always is: December 25.
However, what does change are the cues for the shoppers.
That is, Thanksgiving falls as late as it can this year, on November 28. That means, for those keeping score at home and for the breathless business pundits, there are only 26 shopping days between Thanksgiving and Christmas. This is six days shorter than a year ago, and the shortest since 2019.
That's why some retailers, especially those that are publicly traded, are making mighty efforts to lengthen the shopping season.
But, is there actual value in trying to prompt shoppers to start their Christmas shopping before they have even handed out Halloween candy? Yes, but...
Two thoughts:
Given how much preliminary "shopping" (that is, browsing, gathering/searching for ideas) is now done online, rather than in stores, the impact of having Thanksgiving occur very late in November may not carry the same significance as it once did. People can go online anytime (and you don’t have to schedule additional staff so soon!)
And, remember this: every year there is a slump, a slowdown, between the Monday after Thanksgiving and December 10. Only then, with just two weeks left, the shopper attention and intensity picks up.
Be certain that you have the best, most appropriate web presence your operation deserves. It should do justice to your story, your merchandise, your customers. Do it, asap.
Offer as many conveniences and time savers for your customers as they prefer (younger shoppers may have different preferences than others.) You don't need an app to offer click and collect, or buy online, pickup in store.
Be strategic about your scheduling. There will be busy days/times in your stores. Anticipate when those are most likely, and be sure to have your best sales people available then.
There is a lot of uncertainty in the economy right now, from upcoming elections, political turmoil, international conflicts, natural disasters, etcetera. More so than most years, shoppers are very likely to wait until the last moment to decide how much they will spend on Christmas this year.
That is, even if Thanksgiving had fallen on the earliest possible date, the shoppers this year - especially the price-conscious shoppers - won't show their hands until after December 10.
Between now and the late Thanksgiving, because the Big Guys will be establishing the Holiday aura, be competitive and reassuring. Those early shoppers are wanting to be prepared.
Be ready for the Black Friday hoopla.
Then stay strong through those "slump days" until December 10. Indeed, relish that the slump is actually less time to endure this year!
And remember: there always is something to celebrate!
Each year at this time, our thoughts turn to turkeys. No, not the ones that will adorn many dining tables on Thursday. But the "turkeys" lurking amidst your inventory. You know; non-selling, distressed, slow-moving, old, unappealing leftovers among your merchandise. But this year, frankly, our worries extend beyond the turkeys. Here are some of the reasons why.
As a result, in this environment, consumers are scaling back their discretionary purchases, and/or choosing to spend on travel, dining out, or other experiences versus retail merchandise. Not an upbeat prospect for retailers, is it?
ICYMI. You know, that's the shorthand for In Case You Missed It. And in fact, we had missed this.
As reported by Chain Store Age*, "The Conference Board’s Consumer Confidence Index rose slightly to 107.2 in March, up from 105.7 in February. It was the first time the metric has increased in three months." Wow! Is that ever a stray ray of sunshine! We always look to Consumer Confidence levels as a leading indicator for retailers.
We once knew a lady who steadfastly championed the idea that Labor Day should be considered New Year's Eve, and the Tuesday after Labor Day as the start of the New Year. (Yes, she was ahead of her time in many other ways as well.)
Here's her reasoning about the "real" New Year's Eve: as summer fades away and vacations end, the new school year starts up; the baseball season pennant race is on; football games begin.
As all this happens, she explained, most people take on a renewed sense of energy.
The promise of a fresh start is everywhere. Optimism abounds!
Let's assume your stores have been closed for weeks now.
We recognize how conscientious you are. So, after paying what you can to your employees (and yourself), the next most-worrisome dilemma is your rent.
As you likely have discovered, a common choice for many landlords is to offer to defer your payments. But that means taking on more debt, as those payments are only being postponed to a later point in time. You need a better solution than that.
There’s an awareness, an “Oh wow!” sweeping around the commercial world. It’s stated in a variety of ways, but it’s the same surprise.
Indeed, some respected urban thinkers are suggesting that 50% of the traditional commuters may want to and will be encouraged to continue to work remotely. 50%?! Yikes. That’s quite a redirection of the parade!
That headline from Chain Store Age* brings smiles to retailers. Consumer confidence is a key indicator of retail sales, and this increasing confidence as we head into the holiday season is very welcome indeed.
But of course, there is no one-size-fits-all upside here.
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