From toy demos and personalized skincare sessions to free cocoa and cookies. This holiday season, stores and malls like Target, Kiehl’s and Westfield Shopping Centres are going beyond the transactional product push to hook shoppers with gifts and marketing ploys that are experiential, service oriented and appeal to the five senses.
Traditionally the single-biggest sales day of the year, the shopping holiday has morphed into a month-long event — causing retailers to adapt their strategies. This year, Black Friday will no longer be the biggest sales day of the year, according to a forecast from in-store analytics firm RetailNext. In fact, Black Friday is expected to be only the third biggest shopping day in overall sales and the second biggest traffic day for stores during the holiday season: Friday, Dec. 23, and Super Saturday, Dec. 17, are projected to beat Black Friday for overall sales, while Super Saturday is expected to see more store traffic.
The National Retail Federation said Tuesday it expects sales in November and December, excluding autos, gas and restaurant sales, to increase 3.6% to $655.8 billion — significantly higher than the 10-year average of 2.5% and above the seven-year average of 3.4% since the economic recovery began in 2009.