Guerrilla Retailing: How to Prepare for the Holiday Retail Season
With record high temperatures throughout the West and flooding in the Midwest, it’s hard to believe that the holiday selling season is near. No, it’s here. We’re well into fall; leaves are falling and baseball fans have turned their sites to football.
I don’t have a crystal ball, but I do have some thoughts on what the upcoming few months might bring.
• Black Friday will come earlier—perhaps just as you see this column. There will be heavy advertised discounting as stores work to lure early season buyers from their competitors. Retailers have learned from their successes during their Fourth of July and Labor Day promotions that special events and low prices do motivate consumers.
• Although consumer confidence recently fell to a seven-month low, many say consumers are gearing up to spend more on family and friends than they did last year. Yes, purchases will be more considered and will be made more carefully, but shoppers will be looking to buy.