Leader - with Clare Turner

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Clare Turner

So, we’re now in the midst of the Golden Quarter. All eyes are looking towards Black Friday and Cyber Monday - and on Black Friday purchases and festive gifts. According to the survey of 2,000 respondents, 55% intend to make Christmas the biggest the toy industry is holding its collective celebration yet. breath to see how the Christmas peak period As Tom Harwood, data and insight manager of pans out. marketing solutions agency Gekko Group notes, a

At the time of writing, with less than big draw for spending that money for most people 60 days until Christmas Day, department this year will be the fact that we all missed out in store group Selfridges has just unveiled many ways last year - whether it be meeting loved its Christmas of Dreams theme through ones in-person or a trip to an atmospheric high window displays across its shops in London, street to do our Christmas shopping. Birmingham and Manchester, and a digital campaign starring actress Jane Horrocks. Topping its ‘most magical gifts and toys “ Businesses from small to And with Christmas Day falling on a weekend this year, this provides a longer final trading week - offering any last-minute customers an opportunity for kids’ list are Squishmallows, large have to shop in-store in the immediate days Star Wars LEGO sets and the Paw Patrol Ultimate City Tower. worked hard leading up to December 25, when it cannot always be guaranteed that online

And, in a sobering sign of the to ensure they purchases will be delivered in time. times, Harrods has announced that the traditional Christmas have the stock Those paying a visit to their local toy shop will of course be expecting Grotto experience, which the they need a positive experience - and retailers, Knightsbridge department store is renowned for, will not for a as ever, will continue to rise to the challenge. Businesses, from small to be returning in 2021 as Santa is successful large, have worked hard to ensure they social distancing. Aside from the ongoing need to mind Covid measures, other issues could potentially dampen the festive mood for Christmas period ” have the stock they need for a successful Christmas period. Examples include our columnist Hazel McCarthy, owner of Toy Corner in Galway, who planned on having 95% toy retailers. It’s been well documented that of her Christmas stock in by the end of October, global supply chain disruptions may delay while fellow columnist Amanda Alexander, owner products arriving to the UK, resulting in of Giddy Goat Toys in Didsbury, “threw caution to possible shortages. the wind” and spent three times as much on stock

But businesses have moved fast to warn this September as in any previous Septembers. consumers and, from talking to several Alan Simpson, founder and executive chairman indies for this issue, it’s clear that the of SMF Toytown - which operates 33 stores across call has been heard and heeded. It seems Northern Ireland, Scotland and England - took a many shoppers have already brought their similarly pragmatic approach even earlier in the Christmas purchasing forward to guarantee year. He says that back in June he knew price rises the availability of their desired gifts. In fact, were in the pipeline, so set in motion a mission several retailers noticed a trend to buy early to “buy in pre-price increase as much as we can as far back as September. As Downtown toys actually get”. His company bought domestically buyer Zac Chapman points out in our popular too, and “filled our boots where we could”. Talking Retail section: “Customers are clued You can read more about their trading up, and with everything they see in the news, experiences on pages 24, 23 and 42 respectively. I think they are very much taking the ‘see-it- But how have you ensured that you are managing buy-it’ mentality this Christmas.” the unprecedented issues that 2021 has brought

And there’s more good news from Future us? I’d love you to get in touch and share plc, the global platform for specialist media. your story. Its research has revealed that Brits saved You can connect with me via LinkedIn or email nearly £200 billion in the various lockdowns, me at clare@lemapublishing.co.uk. I look forward and 82% plan to splash their accrued cash to hearing from you.