forbes.com
Retailers Leverage Holiday Events and Social Media to Boost Sales Amid Increased Spending
Holiday shopper spending is projected at \$1,449 per person, a 36% increase over initial estimates; retailers are using in-person events and social media marketing to compete with online shopping and boost sales during the holiday season.
- What types of events are retailers implementing to create unique, in-person experiences that cannot be replicated online?
- To counter competition from online and other physical stores, brick-and-mortar retailers are hosting diverse holiday events. These range from community support initiatives like food drives to collaborations with local businesses and unique themed activities such as Grinchmas. The goal is to transform shopping into an engaging experience, attracting a wider audience and increasing sales.
- How are brick-and-mortar retailers responding to increased holiday spending projections and competition to attract shoppers and boost sales?
- Holiday shopper spending is projected at \$1,449 per person, significantly exceeding initial estimates. Retailers are leveraging in-person events to attract customers and boost sales, focusing on experiences unavailable online. This strategy aims to increase dwell time and spending per visit.
- How will the use of social media marketing impact the effectiveness of these holiday events in driving sales and building stronger community relationships?
- The success of this approach hinges on leveraging social media to promote events and generate excitement. By creating shareable experiences and actively marketing them online, retailers aim to increase foot traffic and spending, driving profits and fostering stronger community ties. This strategy's effectiveness will depend on event creativity and marketing reach.
Cognitive Concepts
Framing Bias
The article frames the increased holiday spending as a positive development, focusing primarily on how retailers can capitalize on this opportunity. This framing emphasizes the business perspective and profit potential, potentially overshadowing other aspects like consumer debt or the environmental impact of increased consumption. The headline and introduction immediately set this positive tone, directing the reader to strategies for profit maximization.
Language Bias
The language used is generally positive and encouraging towards retail strategies. Phrases like "unmatched experience," "elevate the retail experience," and "capture significant profits" convey a celebratory tone. While not overtly biased, these choices subtly favor the retail perspective and the potential for profit. More neutral alternatives might include descriptions emphasizing consumer engagement or community building rather than profit alone.
Bias by Omission
The article focuses heavily on the strategies of large retail centers and malls to attract shoppers during the holiday season. It lacks perspectives from smaller businesses or independent retailers who may have different challenges and strategies. The experiences of online retailers are also largely omitted, despite the article mentioning their competition. While brevity may account for some omissions, a more balanced view would include a broader range of retail perspectives and strategies.
False Dichotomy
The article presents a somewhat false dichotomy between online and brick-and-mortar retail experiences, suggesting that only in-person events can create "unmatched experiences." While it acknowledges online competition, it doesn't fully explore the potential for blending online and offline strategies for a more comprehensive approach. The implication is that only in-person events can solve the challenge of attracting shoppers.
Sustainable Development Goals
The article highlights initiatives by retail centers to support local businesses and communities, such as partnering with food banks and hosting holiday markets featuring local artisans. These actions can help reduce economic disparities by providing opportunities for small businesses and addressing food insecurity, thus contributing positively to SDG 10.