As I tour retail stores, a common complaint I hear is seeing Christmas items before we’ve even hit Halloween. So why are stores setting up Christmas early if shoppers hate it? Is it because of supply chain concerns? Online competition? Triggering bigger spending? This insight focuses on customer experience tips retailers can use to create a more magical season.
Table of Content
Introduction
Digging into numbers from The National Retail Federation (NRF) I find the answer is simple – it’s because shoppers are buying. Both NRF and RetailMeNot national surveys show that 44% of all shoppers begin holiday shopping in October — and have been for almost 20 years. In 2000, Lowes began selling Xmas trees on October 1st.
In 2002, Target, Walmart, and JC Penney began holding Holiday Sales in October, and by 2010 most retailers were promoting holiday sales or displays in some form by September/October.
Percentage of shoppers that begin holiday shopping in October
0RetailMeNot
The New Normal
What’s interesting is that shoppers still perceive this as “new” when in fact it’s been well-established for over a decade. That’s a strong indicator that, instead of retailers pushing the envelope, it’s really the consumer feeling stress about the holidays earlier.
Christmas Retail Strategies
In understanding this dynamic, retailers have an opportunity to adjust their holiday strategies to create a more supportive and enjoyable in-store experience with some basics:
**Clear guidance and discreet access to a full range of payment options. Help your customers feel more in control of their spend.
** Free gift wrap stations, including self-wrap if staffing is tight. If they are buying money in products, take the extra stress of buying/ storing wrapping paper and tape off their shoulders.
**Amplify your holiday decor. I see too many retailers cutting back on store decorations. But walking into an undecorated store or worse, a half-hearted effort is incredibly depressing to shoppers. Remember the days when walking into a store during the holidays lifted your spirits? Let’s do that again – shoppers need it now more than ever.
Final Word
Yes, profits are tight for retailers, but being responsive when your customer is feeling stressed is the foundation of loyalty, repeat business, and long-term success.
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