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Final Sprint to Christmas

Penny Cleaver • Dec 15, 2020

This year will not be a normal Christmas; the COVID-19 pandemic has put an enormous strain on the retail industry. Now that the second lockdown has ended, a busy Christmas season is upon us.

How have shops reopened with the new tier system, what measures are retailers taking in to recover during the final weeks leading to Christmas? And how will people shop this season?

There are many changes to be made this year to compensate, not only for the economic loses, but also to assure that everyone is able to do their Christmas shopping with the minimum stress possible.


Back to Business- How brands adapted to the new normal


On the 2nd of December, Christmas shoppers headed back to the high street as the second lockdown concluded. The UK moved to a tiered system for various regions within the country to control the spread of the virus efficiently. These are Tier 1 (medium alert), Tier 2 (high alert), Tier 3 (very high alert) in England.

Just over 57% of the population in England have been placed under Tier 2, while the other 41.5% of the population is under Tier 3. On the other hand, Scotland has COVID-19 protection levels ranging from level 0 to level 4 in different areas. More than two million people have been subject to level 4 restrictions since 20 of November, which has been downgraded to level 3 last week.


With all these Tier systems put into place, retailers and brands needed to shift their effort practically overnight in order to adapt in time within the different regions. Capacity of shoppers are greatly reduced within shops depending on the Tier. The good news is that there are many ways to complete the shopping list in time for Christmas.


50% of shoppers said that they were still planning to hit the high street.


For retailers, all shops are open at all Tier levels. Some non-grocery retailers are offering 24-hour opening times to provide a better opportunity for everyone to shop and maximise sales. This move is unprecedented, usually only reserved for supermarkets. Luckily, there is a possibility of purchasing goods online and ordering groceries with services from supermarkets such as Morrison or Tesco with their click and collect option. This saves not only saves time to the consumer but also gives space for others to go into store and is a safer option for everyone. Some of the strategies used by brands was to arrange Christmas media bookings no later than summer, but this proved to be impossible. Instead, quick thinking was necessary to prepare for this busy time.


What are shoppers doing post-lockdown?


We interviewed a selection of 30 shoppers from our panel, representing different demographics and contrasting Tier systems, to find out how they will be preparing for Christmas the first weekend out of lockdown.

Reasons varied; for some it was that it was important to see the item, especially in terms of clothing. Shoppers worry that it will be difficult to return something in time if something did not look as expected, or if they purchase the incorrect size. Many customers found that some items were not available online, resulting in a visit to the store. Another important component was the shopping experience; socialisation and getting into the spirit of Christmas. From this survey it seems evident that retailers need to cater for a variety of needs, and account for the changes to create safer shopping experiences. After everything that has occurred this year, it is promising to know that people still want to visit the high street and continue the festive shopping experience in person. hit the high street.


About 30% of shoppers stated that they were going to do a combination of online shopping and visiting stores due to commodity and safety. The remaining 20% wanted to avoid the shops completely, due health concerns. Even with social distancing rules customers will be rushing around shops, making others feel more vulnerable. Shoppers who have chosen to avoid the high street are happy to opt for click and collect and home delivery options.


So, with the few weeks left for Christmas, what else can brands do?


While brands have worked intensively over the last few weeks, it is not too late for further changes. Retail media digitalisation has allowed for further advertising efforts within social media, targeting mobile and digital outlets, digital screens in supermarkets and shops, and e-commerce services. All these efforts have made an impact to improve sales, even during these uncertain times.


If you'd like to explore further last-minute opportunities to activate your brand, please visit:

Iceland Supplier Optimisation Team
The Co-operative Media
Morrisons Media
TiSN 

...and find how we can help you drive sales. 

Happy Christmas!

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