Like 2020, the theme of this year’s holiday season is unpredictability, retail experts say. As a result, marketers will need to remain agile and responsive to challenges old and new while again attempting to do more with less.
COVID-19 irreversibly changed the way people discover and shop — now add compounding forces of the Delta variant, supply chain disruptions and fluctuating consumer sentiment to the already complicated puzzle. Retailers looking to to capture pent-up demand are adapting by shifting the timing of holiday-related marketing, reducing ad budgets, moving away from product-specific creative and embracing a “neutral but hopeful” tone.
