RMIT University School of Economics Finance and Marketing expert Professor Con Stavros Stavros, who is also a media commentator on marketing particularly in relation to the intersection between technology and consumption, said that the Christmas sales period offered hope especially for small businesses after the great difficulties that they faced as a result of the COVID-19 pandemic.
He said the rise of online retailing over the year had added to the issues faced by traditional retailers but also offered alternative ways to sell their products.
“The growth of online retailing and the massive acceleration that this mode of transacting received in 2020 due to the pandemic adds extra layers of complexity for traditional bricks and mortar retailers,” said Dr Stavros.
“For many of these retailers the allure of ‘click and collect’ is especially enticing and exciting in that it not only means a purchase but is also a reason for the customer to enter the store to pick-up their item, thus opening the door to other sales opportunities.”
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He added that consumers were ready to spend after the long periods of lockdown that they had experienced over the past year.
“As for consumers themselves who have had to live through difficult times and financial uncertainty there is a sense that they are ready to open their wallets and spend up, perhaps as a reward for themselves or a need to seek some normality.
“While many have become adept online shoppers the allure of buying in person remains, so the major shopping centres will likely remain full of activity,” said Dr Stavros.