The season of gifting is well and truly upon us. With a renewed sense of optimism following the announcement of vaccine rollouts across the US and UK, customers are spending money to make Christmas 2020 one to remember. US holiday sales are expected to rise between 3.6% and 5.2% year on year, amounting to between $755.3 billion and $766.7 billion in 2020 (NRF, 2020). To capitalise on increased spending behaviours, US department stores are creating immersive, entertaining and festive services across channels to spread Christmas joy to customers and find ways to drive revenue streams.
Nordstrom has opened a website dedicated to Christmas activities, gifts and events. Customers who use the retailer’s curbside pick-up feature will receive complimentary gift wrap on purchases and can win surprises gifts when they collect.
Neiman Marcus is bringing excitement to the Christmas gifting experience through an online personalised gift advisory service. Once customers answer an online quiz, they are paired with their own personal shopper to help select and deliver presents. The retailer has also added a festive touch to curbside pick-up, with Santa delivering items, alongside a glass of champagne.
Saks Fifth Avenue, known for its Christmas window displays, has partnered with Mastercard to create an interactive, virtual version of its NYC flagship’s holiday shop, for those unable to visit due to safety concerns.
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Initiatives
Nordstrom launches new services online and in store to help Christmas shopping
Neiman Marcus is bringing excitement to Christmas gifting through an online gift advisory service
Saks Fifth Avenue has partnered with Mastercard to create an interactive, virtual version of its flagship’s holiday shop
UK department store John Lewis and Charlotte Tilbury break a Guinness World Record for UK’s largest ever beauty masterclass
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Image courtesy of Unsplash
