Retailers Welcome Back Customers For Most Crucial Shopping Weeks Of 2020

When retail experts look back at 2020, this week will surely stand out as one of the most significant in recent history. Not only did it bring the news of the demise of two industry giants with both Debenhams and The Arcadia Group collapsing into administration, it also marked the long-awaited reopening of “non-essential” retailers.

These businesses, forced to close for most of the key shopping month of November, were finally able to re-open their doors on Wednesday, and were hoping to see a festive rush at last. Many will be anxiously awaiting an influx of customers to help them claw back some of the losses incurred by lengthy lock-downs.

Will the shoppers return?

“Today marks the beginning of the most important three weeks for British retail in recent memory. The eight golden weeks of Christmas normally deliver £2.5 billion in spend to businesses in the West End alone – this is set to be reduced to just £900 million this year in just three weeks.” said Jace Tyrrell on Wednesday, Chief Executive of the The New West End Company, who represent over 600 businesses in Central London.

With the typical Christmas shopping period condensed into a much smaller time frame, retailers will be hoping that they’ll be serving a large number of customers to make up for earlier shortfalls. But how will the customer react?

“The next couple of months will be a real test for retailers and the high street. Consumer confidence is low and with customers now more accustomed to the ease and safety of online shopping, retailers face an uphill battle to drive shoppers back in-store” said Chris Biggs, Global Head of Retail at Boston Consulting Group (BCG).

“Those larger retailers that think smart, closely integrating their online and physical offerings, while also simultaneously focusing on experiential elements, stand to gain the most and will likely see shoppers returning through their doors much more quickly.”

 Today’s customer is ready to get back to the shops, but safety high on their priority list. Retailers hoping to make the most of the final Christmas rush will need to look at ways to meet that customer desire.

“Combining options like click and collect with in-store only deals and personalised timed shopping appointments will entice customers in-store, while also ensuring they feel safe to do so” explains Biggs.

Retailers will be hoping that they can not only reassure customers concerned about safety, but offer an enticing experience for customers that have become frustrated with current restrictions and are ready to shop.

Biggs says: “This gives retailers the opportunity to become a destination once again where people are open to spend their free time and so an engaging browsing proposition becomes key.”

For many retailers, they will be focusing on making the most of these three weeks, and hoping that shoppers return to bring them a boost in sales to carry them in to the new year.

As Tyrrell concludes: “Not only should this bring some needed festive cheer to the public, but it will also give the high street the support it so desperately needs. With just three weekends until Christmas, it’s finally time for the great British public to shop out to help out.”