For the first time ever, retail and e-commerce sales during the holiday season topped the trillion-dollar milestone. Although sales may be modest this year, having the correct strategy and channels in place may assist firms in pushing products through digital channels. Brands must adapt their Christmas marketing tactics to meet new needs as consumption patterns, user preferences, and total spending power of consumers evolve.
Here are some of the issues that the pandemic has created that could make holiday marketing more difficult:
Consumers, particularly millennials, have shifted their buying patterns and are now savers rather than swipers. While shopping, customers will be more cost-conscious and less impulsive.
Retail logistics have been hurt hard by global lockdowns and mobility restrictions. Because of supply chain concerns, retail sales in the United States fell 16.4% in April

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