Holiday shopping moves online amid Covid-19

WASHINGTON: Long lines and crowds at shopping centres have been as much a Thanksgiving tradition as the turkey dinner, but this year, things could look different.

As Covid-19 numbers continue to surge, rushing to brick-and-mortar retail stores might seem not so appealing to many, and the holiday shopping season is moving online.

“More and more shopping was already moving online, but Covid-19 concerns are definitely accelerating the shift to online buying,” David Reibstein, a marketing professor from Wharton School at the University of Pennsylvania, told Xinhua.

The trend is evident as shown by recent data. Walmart, the nation’s largest retailer, reported that its third-quarter e-commerce sales surged 79% from a year ago. Amazon, the largest e-commerce retailer, reported a 37% increase in sales in the quarter.

Holiday season, a crucial period for retailers, generally refers to the days between Thanksgiving in late November and Christmas in late December. Black Friday, the day after Thanksgiving, is considered the start of the holiday shopping season.

Noting that many households are expected to depend on digital shopping to make many of their holiday purchases, the National Retail Federation said in a statement that the online spending includes websites operated by bricks-and-mortar retailers, “which have become major players in the online market as retail channels have merged”.

Instead of one-day doorbusters on Black Friday, retailers are rolling out “a drumbeat of holiday deals” online, making it easier for shoppers to get the best sales at home, according to a CNBC report.

As Covid-19 continues to ravage the economy, unemployment is elevated, income reduced and customers “will be looking for bargains,” Reibstein said. —