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Editor’s Comment: Make it a December to remember!
So that’s nearly it for another year. We’ve had the Black Friday madness so now the countdown to Christmas is really on! High streets are busier than ever as consumers rush around buying gifts for their loved ones or even treating themselves to something new for their home, but competition is fierce so retailers really have to pull out all the stops to make sure that every sale counts.
There has been a lot of speculation over the past few weeks and months about how the retail sector will fare this festive season, but of course nothing compares to the real thing. Retail analysts at Springboard reported that for the full Black Friday week to 25 November footfall rose by two per cent year-on-year. And all three destination types – high streets, shopping centres and retail parks – saw “consistent rises” in footfall throughout that week.
However, some industry experts say that retailers are facing into a special kind of “jingle hell” this holiday period, with consumer research indicating widespread belt-tightening across the board.
And following the Chancellor’s Autumn Statement, the British Retail Consortium warned that retailers were facing headwinds in 2024 and that the Government risks prolonging the cost-of-living crisis by driving up the cost of doing business on the high street, which would likely be passed on to consumers in the form of higher prices on the shelves.
As a result, only those retailers at the very top of their game will retain or grow share of the consumer wallet. The industry requires an updated approach to brand communication in sync with these changing behaviours. With so much going on right now, companies might need to redefine their appeal to stay relevant to a shifting consumer appetite.
So why not go bonkers this Christmas?! Throw up some lights and decorations, do fancy dress, offer fun free gifts to your customers, host some special festive instore events for your local community, get some mulled wine on the go, blast out Christmas music on your speakers and hi-fi systems. Make it a December to remember! After all, the rule book sort of goes out the window at this time of year!
Whatever you do and however you spend it, I wish you all a very merry Christmas and a happy and healthy New Year in 2024! Catch you on the other side!
Jack Cheeseman – Editor – jackcheeseman@ertonline.co.uk
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