This means independent retailers have a judgement call to make: order more stock, or avoid the risk of having too much stock during an uncertain time, when customer spending is difficult to predict. “People aren’t panic-buying, but they’re buying earlier than they perhaps usually would do,” says Andrew Goodacre, chief executive of the British Independent Retailers Association. Other retailers are also noticing that people are buying in advance this year – perhaps partly due to seeing and hearing about empty supermarket shelves, and partly because they’re preparing for big celebrations. It’s going to be a well-planned Christmas,” she says. “Everyone wants Christmas to be special, so people are shopping earlier. Local food hits this smack in the face, as does eating naturally and sustainably.”īut this is driving a shift in consumers’ spending behaviours, which in turn, affects what retailers will be buying in last-minute. “Things will be more meaningful, with people being together and sharing. “People are preparing for a real celebration,” she says. This year, our message is all about recipes,” she says. “No one wants to be sold to anymore, so for us it’s about inspiring. “People will also be looking for local food that’s easy to prepare, so we’re doing a lot of recipe work with a local stylist,” she says, adding that these recipes are made up of locally sourced ingredients. Fodder will also be offering last-minute recipe ideas for customers looking for some inspiration. In response, Fodder will be stocking up on candles made from empty gin bottles, which a local woman has been collecting from bars around Harrogate. They want to spend money wisely, and know that spending money helps the local community.” They don’t want more stuff, they want special, meaningful things. They want to buy from small, local, artisan places, so the independent sector is uniquely placed.”Ĭustomers, Parry adds, are also increasingly looking for stories behind what they buy. They want local, good stuff that’s had thought and care put into it. “People are looking to be in tune with the environment more. She noticed through the pandemic that people reconnected with nature, and says this translates to an opportunity for retailers like Fodder. Parry expects this Christmas to be very different, and aims to respond to changes to what customers want compared to before the pandemic. For Heather Parry, managing director of Yorkshire farm shop and café Fodder, last minute-preparation this festive period has been dictated by how her customers will be shopping differently this year. Spending money wiselyįor many independent retailers, customers’ new and changing buying habits are keeping them on their toes.
The HGV crisis across the UK continues to affect supply chains, while constant reports on the predictions around numbers of Covid-19 rising in winter don’t do anything to allay fears of further uncertainty to come. But this year, retailers have a lot more to contend with – and many reasons to be flexible as close to December 25th as they can. Independent retailers especially have the flexibility to adapt last minute – whether that’s tweaking or changing their website or social media, writing up a last-minute festive blog post or newsletter to customers, or giving staff a new incentive to really ensure the festive enthusiasm that helps to drive sales. But there are always last-minute tweaks to be made once the festive season arrives – especially in these times of such economic and political uncertainty. It literally is Christmas every day at Booths,” says John Gill, the retailer’s head of trading and marketing.īy summer, stock is ordered, and by the time the first autumn leaf hits the ground, the decorations are ready – if not up – staff are well briefed, and festive promotions are underway.
“We start planning Christmas as soon as we finish delivering Christmas. Christmas is the biggest, most important time of year for retailers – so much so that barely a Boxing Day goes by without thinking about the following festive period.