One of America’s biggest holidays and the most important for business is undoubtedly Thanksgiving. The coronavirus has forced marketers to come with new ideas to drive sales. Here are some key trends and what is different this year.
Smaller, multiple celebrations, turkey dinner kits
Families are splitting the celebration over several meals and multiple days, while others are sending out turkey dinners to family and friends! Retailers have options for a smaller bird, as well as all inclusive kits complete with the cranberry sauce and pumpkin pie – that typically accompany a traditional feast!
Doorbusters shift online, extended shopping periods and outages
Doorbusters, where stores offer their best deals on products on Black Friday (the day that falls after Thanksgiving) has gone digital this year.
To ensure a robust backend, on-time fulfillment of deliveries, and to keep up with the surge in demand while managing the single day that Black Friday is, most businesses have played it smart by offering deals as early as October and beginning of November. Despite this, outages were experienced by customers.
Major retailers remain shut, Macy’s Thanksgiving parade on TV
Big retailers like Walmart, Target, Costco, Macy’s, Home Depot, Lowe’s etc. that usually see long queues and customers falling and fighting over purchases, have taken a decision to remain off- limits in the physical format, and allow employees to spend the time with their families
Also, Macy’s epic Thanksgiving Day Parade will be a TV-only event this year.
Curbside pickups, stores go outdoors, customer counting
Physical stores that have chosen to remain open this year are making changes too. Curbside pickup service is a norm. Stores will have your online orders delivered to you at your car. Several stores have also improvised and taken their wares outside the store to allow for a safer shopping experience. Also, those that remain indoors will restrict numbers by keeping a count at entry and exit.
Some old and new favourites that are doing well include wearable fitness technology, instapot, multi-use pans/cookware, air fryers, bot vacuums, Apple products, brand-name television, laptops, standing desks, headphones, Pyjamas and athleisure. Some e-tailers like Amazon are also using this opportunity to discount in-house products and drive sales.
Less impulse buying
With many businesses going south, layoffs, furloughs, job cuts and uncertainty, many have curtailed frivolous or unnecessary buys. People are spending mindfully and postponing purchases that can wait.
And then there is Cyber Monday…
If you missed out a deal or remembered something, fret not, there is always Cyber Monday to fall back on. Major retailers have spectacular deals on electronics and gadgets, with many already offering sneak peaks and previews!