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What will Christmas shopping be like?

Sales increase for retailers but price war with e-commerce.

The National Retail Federation estimates a 3.7% growth in Christmas shopping (slightly down from last year), with total revenues of about $ 850 billion. However, retailers should not be expecting a similar profit boost as they will have to cope with the price wars implemented by e-commerce, according to Purdue University retail management expert Richard Feinberg. "Online shopping will have a double-digit increase, 10 to 15%. I suggest that all retailers have a dynamic web presence and offer something special or good deals in order to attract consumers to their stores" says Feinberg.

Feinberg suggests some Christmas shopping trends to watch:
  • Facebook and Pinterest are significant in influencing consumers on what and where they purchase;
  • Retailers need to pay attention to online review sites. In-store experience must be pleasant, leading to positive reviews;
  • Retail loyalty clubs have become increasingly important in communication and capturing consumers;
  • Black Friday is no longer king. The Saturday or Sunday just before Christmas have been the biggest shopping days the past five years


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