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Top Three Retailers’ Strategies During the Christmas Period

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Christmas is in seven days and people are panicking about presents. Store shelves are filling up with extra stock and retailers promote discounts on store windows to attract customers. The hype is real. Same-day deliveries help customers to make last minute decisions on what gifts to get.


Whilst I walk down Oxford Street, I feel anxious about going to a store and having to choose presents. Honestly, I have no idea what to buy my siblings. There is so much choice, which makes it so hard for me. I believe many other shoppers feel the same way when looking for the ideal gifts. In order to make decisions, I am comparing offers, browsing different retailers’ webpages and buying both online and offline. Here is what I noticed as the three key strategies retailers are using to attract customers’ attention this Christmas period and help them decide what to buy.

  1. Emotionally engaging adverts

Immediately after Black Friday week, retailers started launching their Christmas ads, which aim to emotionally engage customers. John Lewis' #ManOnTheMoon tells a story about a girl that tries to connect with the man on the moon. The retailer partnered with Age UK to raise awareness of the issue of loneliness amongst older people and to encourage others to support in any way they can. The ads’ objective is to make viewers think about the older generations as well as the children this Christmas.

Sainsbury's Christmas ad features the children's book character Mog, who accidentally destroys the house of his family the night before Christmas. As a result, his family has no gifts and where to celebrate Christmas, but all the neighbours come to the rescue with food and supplies to fix the house. The advert creates a feeling of happiness, hope and friendship as everyone gathers together at the end for a lovely Christmas meal.

Christmas adverts this year do not disappoint to deliver great emotional engagement with customers as they try to find amazing gifts for their loved ones.

  1. DiscountsChristmas-shop-saving-sales

Store windows are decorated with discount signs as retailers’ attempt to lure customers. With shoppers trying to finish their Christmas gift shopping, retailers drop prices a week before the holiday to sell off their holiday stock. For example, H&M are offering up to 25% off selected items and free delivery. Sales and discounts draw customers into stores and encourage them to wonder around to find deals that benefit them.

  1. Same day delivery

Argos and Amazon are competing this Christmas offering same day delivery for specific goods. Amazon offers Prime members unlimited same-day delivery on eligible items free of charge in selected cities. Argos has a same-day delivery and in-store collection on up to 20,000 products. This makes last minute Christmas shopping possible as customers have busy work schedules toward the end of the year.

After battling with competitors for big Black Friday sales, retailers are faced with the challenge of Christmas shopping. Whilst customers like me have difficulties deciding what to buy their family and friends, we do benefit from retailers that make the buying process easier by providing discounts and better delivery options, so they can maximise their capture of the Christmas spend.