England’s retailers are preparing for a three-week shopping extravaganza following the country’s first fully digital Black Friday. The shift to online sales during the national lockdown has been drastic, with physical stores struggling to keep up. The pressure is now on to make up for lost time and cater to the holiday shopping rush.
The impact of the digital Black Friday was undeniable, with online sales hitting a record £5.75 billion over the three-day period, marking a 53% increase from the previous year. Major retailers like John Lewis, eBay, and Argos all experienced a substantial surge in e-commerce sales, demonstrating the power of online shopping. However, as restrictions ease and customers begin to return to physical stores, there is anticipation for a resurgence in foot traffic, especially towards the end of December as last-minute gift shopping peaks.
Predictions from ShopperTrak/Sensormatic suggest that the number of in-store shoppers will more than double between December 2nd and Christmas, emphasizing the pent-up demand for in-person shopping experiences. Concerns about shipping delays and the uncertainty of gifts arriving on time are driving customers back to brick-and-mortar stores in search of convenience and reliability.
Despite the challenges faced by physical retailers in recent months, there is a sense of optimism surrounding the festive shopping season. Andy Sumpter, a retail consultant for Sensormatic in EMEA, emphasizes the significance of providing a safe and enjoyable shopping environment for customers. With safety measures in place and a condensed shopping timeline, retailers are working diligently to ensure a seamless and festive experience for all shoppers.
As stores reopen and shoppers venture back to the high street, there is a continued focus on safety and cleanliness. Consumer research by Sensormatic reveals that social distancing and long queues are top concerns among shoppers, underscoring the importance of a well-managed and organized shopping atmosphere. With the holiday season in full swing, retailers are looking to strike a balance between online convenience and in-store experiences to meet customer demands and drive sales for the industry.
To learn more about the latest trends in retail and holiday shopping, visit Retail Dive and National Retail Federation.
