{"id":28178,"date":"2020-10-13T14:39:13","date_gmt":"2020-10-13T21:39:13","guid":{"rendered":"https:\/\/paladinpointofsale.com\/retailscience\/home\/?p=28178"},"modified":"2025-09-22T15:16:49","modified_gmt":"2025-09-22T22:16:49","slug":"holiday-shopping-will-change-in-2020","status":"publish","type":"post","link":"https:\/\/paladinpointofsale.com\/retailscience\/home\/holiday-shopping-will-change-in-2020\/","title":{"rendered":"How Holiday Shopping Will Change in 2020"},"content":{"rendered":"

[et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.16″ background_color=”rgba(0,0,0,0.29)” global_colors_info=”{}”][et_pb_fullwidth_post_title meta=”off” featured_placement=”background” _builder_version=”4.16″ title_font=”|700||on|||||” title_text_color=”#ffffff” title_font_size=”30px” background_color=”rgba(0,0,0,0.15)” background_image=”https:\/\/paladinpointofsale.com\/retailscience\/wp-content\/uploads\/sites\/2\/2020\/10\/RS-COVIDHolidayShoppingWeb.jpg” background_blend=”color” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ text_orientation=”center” custom_padding=”15%||15%” z_index_tablet=”0″ title_text_shadow_horizontal_length_tablet=”0px” title_text_shadow_vertical_length_tablet=”0px” title_text_shadow_blur_strength_tablet=”1px” meta_text_shadow_horizontal_length_tablet=”0px” meta_text_shadow_vertical_length_tablet=”0px” meta_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” text_shadow_style=”preset2″ parallax_effect=”on” module_bg_color=”rgba(255,255,255,0)” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”][\/et_pb_fullwidth_post_title][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_padding=”0px|0px|18.95px|0px|false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Intro” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]What are your favorite images of the holidays?\u00a0<\/span><\/span>Costumed children running from house to house collecting candy<\/span><\/span>?<\/span><\/span>\u00a0A large family gathering sharing a Thanksgiving\u00a0<\/span><\/span>meal<\/span><\/span>?<\/span><\/span>\u00a0Holiday shopping, including those maddening Black Friday visits to a favorite store<\/span><\/span>?<\/span><\/span>\u00a0New Year\u2019s Day football viewing with family and friend<\/span><\/span>s<\/span><\/span>?<\/span><\/span>\u00a0All those activities will undoubtedly change in 2020 thanks to the novel coronavirus. But retail businesses that count on the holidays for 30% or more of their annual revenue can brace for the changes in holiday shopping with a little\u00a0<\/span><\/span>ingenuity and\u00a0<\/span><\/span>planning.<\/span><\/span>\u00a0<\/span> [\/et_pb_text][et_pb_text admin_label=”What will be different” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n

What Will Be Different<\/span><\/span>\u00a0<\/span> <\/span> <\/span> <\/span><\/h2>\n

Normally, retail business owners start planning for the holidays during the summer by attending trade shows and dealer markets\u00a0<\/span>to stock\u00a0<\/span>up on the latest products. Coronavirus not only up-ended those gatherings \u2013 most buying events went virtual \u2013 it changed the way business will be done for the foreseeable future. It also introduced a new wave of variables and\u00a0<\/span>category<\/span>\u00a0of\u00a0<\/span>experts<\/span>\u00a0to the retail equation<\/span>. The opinions of health experts and physicians are now as valuable as those of retail and economic theorists.<\/span><\/p>\n

\u201cMy gut tells me I don\u2019t think the holidays are going to be normal this year,\u201d sa<\/span>ys<\/span>\u00a0Dr. Joseph\u202f<\/span>Khabbaza<\/span>, a critical care and pulmonary physician<\/span>\u00a0<\/span>at\u00a0<\/span>Cleveland Clinic.<\/span><\/p>\n

Deloitte\u2019s annual estimate of holiday spending<\/a>\u00a0predicts a stunted 1<\/span>% to 1.5% growth in holiday spending from last year and sales of $1.1 billion.<\/span><\/p>\n

Big parties and large family gatherings are<\/span><\/span>\u00a0only for the brave.<\/span><\/span><\/strong>\u00a0<\/span><\/span>In fact, up to 70% of respondents in\u00a0<\/span><\/span>Morning Consult<\/span><\/span><\/a>\u00a0polls indicate their holiday plans will change as a result of the coronavirus. In general, the survey shows Americans will be traveling less, having smaller get-togethers, and spending less.<\/span><\/span>\u00a0<\/span>
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gifts. ” use_icon=”on” font_icon=”||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – Spending less” _builder_version=”4.16″ header_text_color=”#3e5062″ vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ animation_style=”slide” animation_direction=”top” animation_delay=”750ms” z_index_tablet=”0″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” body_text_shadow_horizontal_length_tablet=”0px” body_text_shadow_vertical_length_tablet=”0px” body_text_shadow_blur_strength_tablet=”1px” body_link_text_shadow_horizontal_length_tablet=”0px” body_link_text_shadow_vertical_length_tablet=”0px” body_link_text_shadow_blur_strength_tablet=”1px” body_ul_text_shadow_horizontal_length_tablet=”0px” body_ul_text_shadow_vertical_length_tablet=”0px” body_ul_text_shadow_blur_strength_tablet=”1px” body_ol_text_shadow_horizontal_length_tablet=”0px” 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\"Man\u200bIs this\u00a0RIP\u00a0for\u00a0Black Friday?<\/strong>\u00a0<\/span><\/b>For decades, retail businesses have\u00a0<\/span>exploited the impatience of American shoppers\u00a0<\/span>and lured them\u00a0<\/span>en masse to their stores<\/span>. They have\u00a0<\/span>turned the day after Thanksgiving into\u00a0<\/span>a frenzy of consumerism.\u00a0<\/span>It grew so big that it eventually crept into\u00a0<\/span>Thanksgiving<\/span>\u00a0and beyond<\/span>.\u00a0<\/span>That will\u00a0<\/span>change in 2020.<\/span><\/p>\n

\u201cEverything has\u202f<\/span>changed<\/span>,<\/span>\u202fand retailers are having to reinvent themselves,\u201d says Marie Driscoll, managing director at the retail advisory firm\u202f<\/span>Coresight<\/span>\u202fResearch. \u201cThe deals will start in October and retailers will re-up week after week. They\u2019ll have one limited edition on week one, and week two it\u2019ll be something else so they can get consumers to keep buying.\u201d<\/span><\/p>\n

The big boxes\u00a0<\/span>\u2013 Walmart, Target, Best Buy<\/span>, Dick\u2019s Sporting Goods<\/span>, Kohl\u2019s and others \u2013 have\u00a0<\/span>already announced they will be closed on Thanksgiving\u00a0<\/span>D<\/span>ay<\/span>, thus eliminating the in-store mobs<\/span>.\u00a0<\/span>That doesn\u2019t mean they\u2019re giving up on the holiday rush, though. Instead<\/span>, th<\/span>ey will\u00a0<\/span>trot out their holiday\u00a0<\/span>sales earlier than\u00a0<\/span>ever<\/span>. Target\u00a0<\/span>is starting its holiday campaign in October<\/span> with both online and in-store sales.<\/span><\/p>\n

Google, which, like it or not, probably knows more about your <\/span>holiday\u00a0<\/span>shopping preferences and habits more than you do,\u00a0<\/span>agrees that\u00a0<\/span>Black Friday will look decidedly different.\u00a0<\/span>According to its\u00a0<\/span>surveys,\u00a0<\/span>more than a third of\u00a0<\/span>American<\/span>\u00a0shoppers who normally\u00a0<\/span>participate in\u00a0<\/span>Black Friday\u00a0<\/span>sales\u00a0<\/span>say they won\u2019t\u00a0<\/span>be doing it\u00a0<\/span>this year. H<\/span>alf say the pandemic will affect how they\u2019ll shop\u00a0<\/span>during\u00a0<\/span>the holidays.<\/span><\/p>\n

All\u00a0<\/span>these variables make it\u00a0<\/span>hard for\u00a0<\/span>businesses\u00a0<\/span>to plan as they normally would<\/span>. Timetables have been jumbled,\u00a0<\/span>manufacturing and\u00a0<\/span>supply chains<\/span>\u00a0have been inconsistent<\/span>,\u00a0<\/span>and consumers have\u00a0<\/span>changed their shopping habits and have\u00a0<\/span>been hesitant to\u00a0<\/span>return to stores<\/span>.<\/span>\u00a0<\/span><\/p>\n

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Expect More from\u00a0Cyberweek. <\/strong>Marketing specialist Salesforce expects a later-than-usual Prime Day will cut into both regular holiday sales and\u00a0<\/span>CyberMonday<\/span>\u00a0or\u00a0<\/span>Cyberweek<\/span>, depending on your p<\/span>reference<\/span>. The company predicts up to 30% of global retail sales during the holidays will be made online.<\/span>\u202f<\/span>\u00a0<\/span> Deloitte estimates e-commerce to jump by 25% to 30% from last year\u00a0<\/span>thanks to<\/span>\u00a0increased\u00a0<\/span>activity due to the coronavirus.<\/span><\/p>\n

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All Doesn’t Appear to be Lost<\/span><\/span>\u00a0<\/span><\/span>\u00a0<\/span><\/span><\/h2>\n

Back-to-school doesn\u2019t really count as <\/span>a\u00a0<\/span>holiday \u2013 unless\u00a0<\/span>you consider all those parents who celebrate \u2013 but <\/span>the shopping that started in August showed encouraging increased <\/span>foot traffic in brick-and-mortar stores.<\/span><\/p>\n

Best Buy showed a 7.6% increase in the first week of August. T<\/span>he store says 60% of sales flowed through its brick-and-mortar stores ei<\/span>ther through curbside pickup or ship from store programs.<\/span>\u00a0<\/span><\/p>\n

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How to Make Holiday Shopping Joyous<\/span><\/span>\u00a0<\/span> <\/span> <\/span> <\/span><\/h2>\n

Luckily<\/span>, many of the lessons retail businesses learned\u00a0<\/span>during the coronavirus-induced economic shutdown and restart\u00a0<\/span>will pay dividends when preparing for the holidays.<\/span><\/p>\n

Omnichannel\u00a0is Omnipresent<\/strong>\u00a0<\/span><\/b>\u2013<\/span><\/b>\u00a0<\/span><\/b>When economies all over the world began shutting down to stop the spread of coronavirus, it\u00a0<\/span>was painfully evident that businesses that had robust\u00a0<\/span>and interactive\u00a0<\/span>on-line and in-store\u00a0<\/span>sales programs fared best.<\/span><\/p>\n

Depending on your point of r<\/span>eference,\u00a0<\/span>Digital<\/span><\/i>Commerce360<\/span><\/i>\u00a0reports that\u00a0<\/span>U.S. online sales increased\u00a0<\/span>approximately 49% during the first weeks of the shutdown, while\u00a0<\/span>programs like click-and-collect and\u00a0<\/span>Buy Online Pickup In-Store (BOPIS)<\/span>\u00a0<\/span>increased over 200%.<\/span>\u00a0<\/span>Those numbers make omnichannel retail a must for stores\u00a0<\/span>going forward, not just this holiday season.<\/span><\/p>\n

Kick it to the Curb<\/strong> \u2013\u00a0<\/span><\/b>With\u00a0<\/span>many consumers still leery about visiting potentially busy stores and\u00a0<\/span>BOPIS, click-and-collect and curbside pickup programs\u00a0<\/span>having gained heavy momentum during the coronavirus shutdown,\u00a0<\/span>customers\u00a0<\/span>will expect those kinds of services during the holiday\u00a0<\/span>shopping season.<\/span><\/p>\n

A\u00a0<\/span>June 2020\u00a0<\/span>survey from TPN, a commerce agency,<\/span>\u00a0shows that 60% of BOPIS users were doing so to avoid crowds and long checkout lines<\/span>\u00a0and 52% said they were using it to minimize time spent inside stores.<\/span><\/p>\n

Gift Cards<\/strong> \u2013 <\/span><\/b>Yes, those immensely impersonal gifts that are often very popular with the recipient because they let them cho<\/span>o<\/span>se their own\u00a0<\/span>gifts, will be widely given during our upcoming Covid-19 holidays<\/span>\u00a0to prevent the spread of both the virus and potential returns<\/span>.<\/span>\u00a0So, it\u2019s a good idea to have plenty of gift cards in stock this year.<\/span><\/p>\n

Create Your Own Holiday<\/strong>\u00a0\u2013 With occupancy restrictions in place in many parts of the country for many businesses, store owners might consider using their rewards or incentive programs to create special invitation-only shopping events for their good customers. These events can be spread out between Halloween and Christmas to provide ample shopping opportunities. Parking lot sales are another way to dodge indoor occupancy issues.<\/span><\/p>\n

\"Delivery\u200bDelivering the Goods<\/strong>\u00a0\u2013\u00a0<\/span><\/b>With more people working from home and shopping online, the need for programs like curbside pickup and local delivery have never been more important.\u00a0<\/span>It\u2019s a lesson Amazon learned long ago and works constantly to improve.\u00a0<\/span>In 2018 the company spent $27.7 billion on shipping. That\u2019s more than Starbucks reported in annual revenue.<\/span><\/p>\n

Thanks to that effort, shoppers now expect those services from almost every <\/span>store,<\/span>\u00a0and most are working to oblige<\/span>.<\/span> Retail Dive reported\u00a0<\/span>in\u00a0<\/span>March that Instacart (218%), Walmart Grocery (160%) and\u00a0<\/span>Shipt<\/span> (124%) saw average daily download increases over compared to the previous month.<\/span><\/p>\n

Target also saw a 98% increase\u00a0<\/span>jump from February to March<\/span>.<\/span>\u00a0Delivery is so important to Target that in its effort to keep pace with Walmart, the company<\/span>\u00a0paid $550 million in 2018 to acquire\u00a0<\/span>Shipt<\/span>, a same-day delivery service.<\/span><\/p>\n

Independent businesses can employ the stalwart delivery companies<\/span>\u00a0\u2013 USPS, FedEx, UPS<\/span>,<\/span>\u00a0or DHL \u2013 employ one of the many delivery startups such as Dropoff, Deliv,\u00a0<\/span>GoShare<\/span>\u00a0and other<\/span>s<\/span>, or\u00a0<\/span>do it themselves.<\/span><\/p>\n

Many companies today are investing in delivery services to keep up <\/span>with the big boxes.<\/span>\u00a0These programs are made more effective with mobile retail technology connecting sales associates outside the store and delivery drivers with the store<\/span>\u00a0database.<\/span>\u00a0<\/span><\/p>\n

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Happy Holidays<\/h2>\n

2020 probably won\u2019t set any records for holiday\u00a0<\/span><\/span>shopping but<\/span><\/span> by <\/span><\/span>making sure your store can sell on multiple channels and deliver a cohesive customer exp<\/span><\/span>erience, the holidays can still brighten your year.<\/span><\/span>\u00a0<\/span>
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Author” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n

brian bullock\u00a0<\/span><\/h3>\n

Author<\/span> [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Thanks to the pandemic, holiday shopping in 2020 will look very different from past years. 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