Retail Merchandiser - November/December 2017 - 10
Shoppers now expect special sales and deals to appear at any time of the year. Retailers
should reevaluate what they can do for this new Cyber Everyday mindset. BY BART DEFOOR
Thanks to the ease of finding deals online,
customers have come to expect sales year-round
for their holiday shopping needs.
The holiday shopping season, and the flurry of activity that comes with it, will soon be in full swing. Retailers
know that their holiday sales will set the tone for the following year.
This has been the case since the dawn
of mass retail and is the genesis of the
industry. In recent history, retailers
and media alike focus on two seminal
shopping days: Black Friday and Cyber
Monday, as an indicator for the year.
Nowadays, shifting consumer buying
behaviors, driven by online technology,
have retailers pondering two big questions: "How much will online shopping
impact Black Friday turnout in my store?"
and, "Is Cyber Monday still relevant?"
Today, what were once disruptive market
forces have now become the norm. Consumers have Internet speeds at home
that rival their business connections, as
well as easy to use, powerful tools for
finding, comparing prices, buying and
receiving millions of products. Moreover,
thanks to the ease of finding deals online, customers have come to expect sales
all of the time - in fact, year-round - for
their holiday shopping needs. As such,
single day watershed shopping events,