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Foreword by Dan Wallace-Brewster, Senior Vice President of Marketing, Scalefast.
Holiday shopping in 2020 is no doubt going to look
markedly different than it did in 2019. Thanks to the
ongoing Coronavirus pandemic, the divide between
brands and retailers that are thriving and those that are
dying has never been greater. It’s more evident than ever
that many of them need a successful holiday season to
drive that much-needed revenue, and the key to that
lies with their consumers.
Consumers are significantly more stressed this year;
many holiday shoppers feel more sensitive about their
spending, the precautions they are looking to take in
regard to COVID-19 and, most of all, what they expect
from brands. It’s crucial that retailers and brands alike
pay attention to their consumers’ needs and strategically
bring in the right tools to make that happen.
Our 2020 Holiday Hold-ups Report reveals that the
prescription for easing shoppers’ anxieties hinges
on excellent communication supported by robust
eCommerce platforms that update product availability,
shipping and delivery in real time. Our goal is to help
brands and retailers understand this new shopper – as
well as what might prevent the shopper from making a
purchase – so they can take the necessary steps to set
themselves up for seamless success this season.
