ce magazine December issue 2021

NRF‟s Shay said shoppers still have plenty of gifts to buy. About 84% of shoppers said they
have already started holiday purchases, according to a survey of nearly 6,000 consumers in late
November by the trade group. On average, they said they have completed about 52% of their
holiday purchases, the survey found — meaning they have a little under half of their purchases
still to make.
Extended discounts, shoppable events and new merchandise are among the ways that retailers
aim to grab attention and sustain momentum.
The day after Cyber Monday, Rent the Runway sent an email to potential customers saying its
one-day-only sale had been extended for another day. Fashion retailer Rebecca Minkoff‟s
marketing email blasted out on Tuesday read: “Surprise! It‟s Cyber Tuesday!” Athletic apparel
maker Bandier extended its deals. Department store chain Saks Fifth Avenue also had a twoday
Cyber Monday promotion, similar to previous years.
Target will debut a limited-time collection of nearly 300 Lego-themed items in early December
on its website and in stores. It will include colorful clothing, home goods, pet accessories and
more. The big-box retailer has a long history of using short-term collaborations with brands,
such as Hunter, Lilly Pulitzer and more, as a way to drive foot traffic and web traffic.
And Walmart will have more than 30 livestreaming events over the holidays to point out
products people may want to add to the gift list.
Delayed shipments: A blessing or a curse
Delayed shipments could be a blessing in disguise for some retailers, if they receive inventory
in the next week or two that could freshen up store displays and fill up emptying shelves,
Johnson said.
“There may be a silver lining that alleviates some of the early December lull issues,” he said.
“But I think the risk is still more to the downside than the upside.”
Retailers could lure some people back to spend more money if they clearly communicate about
new inventory or new deals, said Adam Pressman, a partner at the multi-industry consulting
firm AlixPartners. Not everyone will have the flexibility to expand their budgets, he said, but
some consumers do.
“Customers who were buying in early October versus potentially the end of November might be
open to additional purchases or other things that are coming back into stock,” he said.
Mastercard‟s Sadove said the biggest challenges could come after the holidays. Retailers may
receive a delayed shipments of inventory that is out of season, and wind up with a glut of items.
That would trigger a higher level of markdowns.
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