As we look toward the third holiday season since Covid-19 reared its nasty head, there are some pandemic trends here to stay.

Longer Season

Consumers aren’t waiting to put away their Halloween decorations before beginning their holiday shopping this season. Whether due to high prices and needing to space out spending, or worries over shipping delays, consumers have become accustomed to a longer shopping season.

Throughout the pandemic, many consumers began their holiday shopping early to avoid their orders arriving late, and several retailers expect that trend to continue.

“We expect the holiday buying still will be starting in the month of October as it did in the pandemic years,” said Macy’s CEO Jeff Gennette.

Target, Amazon and others are planning sales events in October that could kick off the season.

Read Next: How Covid-19 has Influenced Marketing and Advertising

Concern Over Price

Where collective anxieties revolved around the pandemic in 2020 and supply chain failures in 2021, this year much of the focus is on price.

As everyday costs continue to rise, consumers are looking to discounts and sales for relief.

Retailers with excess inventory will have an advantage during the long sales season if they can keep prices competitive.

Reliance on Research and Reviews

During the height of the pandemic, consumers spent more time at home researching products and reading reviews, and little time wandering the aisles. Therefore, they became less reliant on sales associates for recommendations.

According to Alexa Driansky, a director in AlixPartner’s retail practice, three-fourths of consumers will research a product online before buying.

“That is something that is here forever,” Driansky said.

Read Next: What is Social Proof and How to Use It to Sell More of Your Product

Sources:

https://www.retaildive.com/news/covid-19s-lasting-impact-holiday-season-retail/633307/

https://www.insiderintelligence.com/content/holiday-shopping-season-starting-earlier-than-ever