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Strategies for Growth During a Frugal Holiday Shopping Season

As the ‘golden quarter’ once again rolls around — the third since the pandemic began — retailers have learnt from experience to expect a direct challenge to business. In 2020, lockdown-fuelled online shopping surges led to mass stockouts; 2021 brought global supply chain issues and delays; and this year, among skyrocketing inflation and the cost-of-living crisis, there is a widely expected lack of demand.

It is the ‘season of silent tills,’ as far as Christmas spending is concerned. Recent research by Brightpearl showed almost seven in 10 US (68%) and half of UK shoppers (49%) are worried about affording the holidays and will be halting their purchases sooner than ever this season, saving what little income they have for essential food, energy, and healthcare expenses.

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