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As we reflect on this year and the multiple and still-ongoing effects of the pandemic, we are inspired once again by the resilience and perseverance of independent retailers. Then we saw a comment about dealing with adversity that seems particularly relevant to retailers. Remember Cher, the entertainer? (And conservationist and philanthropist.) She was asked by Christine Amanpour about how she dealt with adversity and setbacks (like bankruptcy) throughout her career.
Isn't that the perfect example of surviving as a retailer? Be a bumper car! When adversity strikes, bounce off and find a new direction. And then keep at it. And one more thing retailers can identify with: how many "Farewell Tours" has Cher had so far? If you've said "Farewell" to something, even your store, get cracking on your next idea. Especially in 2020-21, we all can benefit by taking Cher's advice. Be a bumper car!
That message is emblazoned – in sunshine colors - in the windows of Nordstrom's flagship store in downtown Seattle. And yes, on a drizzly January day in Seattle, it was a welcome sight this morning. A nice pep talk for us all. And a fitting message to follow our reflections on the year we just experienced. Since March 2 of 2020, our From The Co-Founders commentary has been focused on the pandemics. Revisiting those was quite the "year in review" experience.*
Is 2020 continuing to wear you down? No surprise. And no shame in that! Retailers are among the most optimistic folks we know. But the relentlessness of the disruptions and in some cases tragedies of the three pandemics – the virus, the economic meltdown, and the civil unrest – followed by the wildfires in the West and the hurricanes in the Southeast, now compounded by the uncertainties of national election. Oh, and then there's the impending flu season. And... And... It IS a lot. And it feels as if there is no relief in sight. But maybe there is.
Maybe you heard it. We heard this weekend a resounding sigh of relief from around the world. The election has ended. For all of us, this passage invites fresh optimism, a fresh resilience, and a fresh commitment to the important things in life. As retailers, one of those important things is your operation. The situation suggests that now is the perfect time to reexamine your competitive edge.
Every day, there are all too many headlines of things outside our control.
The drumbeat of news about these events is relentless. And wearing. While retailers are notably resiliant and optimistic, there IS a limit to how much uncertainty one can continue to take. Then we discovered that there is a name for all this: VUCA.
Well, actually, Christmas will be here the same time it always is: December 25.
However, what does change are the cues for the shoppers.
That is, Thanksgiving falls as late as it can this year, on November 28. That means, for those keeping score at home and for the breathless business pundits, there are only 26 shopping days between Thanksgiving and Christmas. This is six days shorter than a year ago, and the shortest since 2019.
That's why some retailers, especially those that are publicly traded, are making mighty efforts to lengthen the shopping season.
But, is there actual value in trying to prompt shoppers to start their Christmas shopping before they have even handed out Halloween candy? Yes, but...
Incredible value! 👀
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