It is better to spreading out e-commerce and in-store sales over two or three months instead of a shopping frenzy crammed into a few weeks
E-commerce and in-store sales over two or three months are better than a shopping frenzy crammed into weeksA few decades ago, it was taboo in the US to put holiday merchandise out before Thanksgiving. Retailers wanted to keep the focus on that massive shopping day after Americans stuffed themselves with turkey — one giant sales bonanza that they counted on to turn their ledgers from red ink to black. Hence the tradition of Black Friday.
In 2021, gift buying was dramatically pulled forward as a parade of dire headlines warned that supply-chain issues would leave store shelves bare and ruin the holidays. The supply chain, normally an obscure, behind-the-scenes function of global business, became a household word with worsening port, rail, trucking and warehousing problems blanketing the news this time last year.Retailers held promotions early and people responded.
The convenience of e-commerce has taken root so we will still see growth in package delivery during the traditional peak season, even as more people shake off the pandemic and return to stores. But it will be a more normal pace, says Marc Gorlin, who founded and still operates same-day delivery company Roadie, bought by UPS last year.
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