As retailers prepare for the holiday shopping season ahead, many may be thinking that now is the time to start preparing, wondering if we are gearing up for another extended, ecommerce-driven season. While we likely can expect to see more digital acceleration, what do we know beyond that?
The Delta variant is presumed to be stronger and spreading faster, and retailers are already being affected in fundamental areas. Mask mandates are returning, consumer confidence is dwindling and shortages have caused a strain on retailers’ supply chains. What will it take to make this year a successful holiday shopping season in the most unorthodox of times?