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The Top Holiday Shopping Trends of 2021

Published November 19, 2021

Supply chain disruptions and lingering pandemic restrictions continue to have an effect on holiday shopping. To help you plan ahead, we’ve done the research so you know how to prepare for this year’s holiday season with confidence.

If you haven’t already done so, start your holiday promotions now.

Supply chain issues have many stores already starting their holiday sales push, with Black Friday deals in full swing. Most consumers are aware of this year’s challenges, so expect to see e-commerce drive early holiday shopping.

Last year, November sales increased by eight per cent, while December stayed the same. The trend continues this year with stores promoting Black Friday shopping throughout the month of November.

E-commerce remains strong, but the hybrid model is here to stay.

As consumers had less chance to shop in person last year, stores became much more creative, with many adopting a hybrid model. Shoppers made purchases online and picked them up in person.

Conversely, many brands refined their e-commerce offerings, creating virtual stores, tips on styling and live chat options, with shopping assistants giving a personal feel to the online experience.

Retailers that encompass both brick and mortar stores as well as creative, easy online purchase options are poised to become the new normal.

Expect more transactions on mobile devices and don’t be shy, get social.

Social channels not only spark interest in products, they also anticipate what consumers want. Many brands are focusing their marketing efforts on giving their customers curated gift ideas this holiday season by recommending products they may not have thought of purchasing before.

People are also buying on their phones more than ever. In fact, last year, over half of digital Christmas revenue came from purchases on smartphones.

Don’t forget to keep your employees happy as well.

Good businesses know the customer experience is key. Customer service, feedback and meeting or exceeding expectations continue to be smart investments for retailers, paying big dividends in customer loyalty.

But COVID turned the labour market on its head, and workers are able to choose their workplace more carefully. In order to attract good employees, employers must think about incentives such as staff discounts and flexible schedules, even if they are only hiring seasonal workers.

Shoppers will still expect clean stores.

Brick and mortar shops have done a remarkable job adapting to changing health guidelines over the course of the pandemic. Shoppers are now accustomed to a level of cleanliness in stores to match what is recommended by health professionals. This will continue to be a priority for consumers.

Though retail is still recovering from the disruption of the past year and a half, it has proven to be a resilient industry. Many brands continue to open new stores, more people are shopping in person and the industry continues to maintain growth, all promising signs for the future.

Digital advertising works, and it’s a big part of what we do. Contact your sales rep or email hello@avenuecalgary.com to learn how to reach YOUR audience quickly, easily and effectively.

While this year’s holiday shopping season may feel more normal than last, retailers still have obstacles to overcome.

Avenue is a city lifestyle magazine that brings readers the best of the city. We love Calgary and the people who live here. We want to inspire readers to take part in their city.