Holiday Shopping in 2020: What to Expect

Published on December 7, 2020, at 5:25 p.m.
by Kendal Lambert.

Retailers are going back to the drawing board this holiday season due to COVID-19 being on the rise yet again.

In an article by Lauren Thomas, Levi Strauss & Co. CEO Chip Bergh noted, “This holiday is going to be unlike any holiday season I think any of us have ever seen before.”

Since there is a pandemic happening, retailers must be creative in their approach this season. Stores will need to implement new strategies and tactics to drive sales during this tough time for many individuals.

Consumers are shopping earlier than ever before to avoid crowds in the stores, forcing retailers to put holiday decor out months in advance. The individuals who have waited until now to start their holiday shopping could be in trouble.

With some consumers not wanting to go in stores and others itching to get in, retailers are having to find a balance of both.

Since storefronts are becoming more crowded for holiday shopping, companies are marketing their online and pickup options to consumers, but an online order means shipping the product.

An influx of online orders means potential shipping issues. Some are calling the problem “Shipageddon.” The main advice retailers have for consumers is not to wait until the last minute.

From a PR standpoint, retailers are going to be building lasting consumer relationships during this shopping season. Individuals will take note of which stores handled the challenges they had to face eloquently.

Retailers also have to consider maintaining the relationships they already have with their target audiences, making sure they stay true to their brands while producing new creative content.

One retailer that is stepping it up this season is Target. It is offering multiple ways to get the items you need in time for the holidays. The major retailer is doing something unique to build trust with its consumers. Instead of posting just products on its social media, it is posting content that focuses on humanity.

Its Instagram is a perfect example. With posts that highlight black-owned or founded brands to funny memes, the social media account has something for everyone.

An article by Morning Consult stated that 39% of U.S. holiday shoppers plan to spend less on gifts this year. What does that mean for retailers? Stores are trying to drive sales by starting deals earlier than ever before. Most retailers had their Black Friday deals two or three days before the shopping holiday.

In regard to branding, retailers are marketing toward the new lifestyles that their consumers have developed while being quarantined at home.

The top gifts predicted for the holiday season are items such as cooking pans, streaming subscriptions, Apple Air Pods, weighted blankets, the Playstation 5 and a vacuum. All items can be used in the comfort of the consumers’ homes.

Another hot item that is forecast to fly off the shelves (or rather online shelves) is workout equipment. Many individuals took the opportunity during quarantine to work on themselves, and therefore, as I previously noted, form new lifestyle habits that retailers can use to their advantage.

Retailers pushing different products than in years past means having a new audience, therefore resulting in more exposure for those stores. More exposure means more traffic on social media. This means having a well-rounded and current social is still very important.

Companies are taking this unusual holiday season and making the best out of it with new strategies and tactics that focus on the consumers and not just sales.

So, whether you are shopping in stores or from the comfort of your bed, be thankful for your favorite retailers.