Uncertainty has been the only certainty for retailers since the pandemic hit in 2020. Brands have had to adapt quickly to the unprecedented growth of digital sales, with the Covid-19 crisis driving a momentous shift to online.

At the beginning of the pandemic, Black Friday and the Christmas season saw e-commerce platforms reap the benefits of brick-and-mortar store closures. But with physical stores reopening and customer habits normalising, sales during the peak trading period dropped dramatically last year.

In 2022, retailers are continuing to grapple with uncertainty, as the industry faces a cost-of-living crisis and supply chain disruption persists. To ensure they maximise sales and perform effectively during the holiday shopping period, retail companies must retain flexibility, meet customer expectations, diversify channels, and adapt to the growth of the conscious consumer.

To explore some of these challenges and opportunities, we're joined by Paul Clarke, Chief Product and Innovation Officer at Cashflows.

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