2020 has been a year like no other for retail. With the pandemic ongoing and the uncertainty surrounding what a post-lockdown December looks like, consumers are in a bit of a holding pattern, and as small business owners, we have to expect the unexpected. We will see a Black Friday boom or will there be more in-person purchasing once lockdown is lifted?  With everything so up in the air I want to spend episode 18 of The Resilient Retail Game Plan looking at what current research indicates about the festive selling period and how you can use my five key takeaways to be as prepared as possible when it comes to securing your customers Christmas spending this year. We’ll look at the increase in online traffic for both purchases and gift research and the importance of putting your best foot forward when it comes to building your business’s digital presence; we’ll look at trends in spending across demographics and how, positively, the piece of the purchasing pie being given to small businesses is actually growing; and we’ll also cover the key purchase drivers of protecting, connecting and distracting and how you can leverage those themes to best market and share your products with your customers.

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