You’ve heard the phrase, “Christmas comes early” when someone receives unexpected good news.
In Burnaby, Christmas will indeed be coming early in the form of ramped-up holiday shopping campaigns – with businesses hoping they will receive good news during a dismal financial year marred by COVID-19.
Set amidst a backdrop of store closures around Burnaby – including Aldo (Lougheed location), Microsoft, Thyme Maternity, Addition Elle, Freddy Pant Room, David’s Tea, Pink, Reitmans, Frank and Oak, the list goes on and on – local retailers are ramping up plans for a transformed Christmas shopping season.
The strategies are aimed to draw in buyers early, step up their e-commerce game and convince consumers to buy gifts for far-flung friends and family.
Burnaby’s Indigo Books & Music Inc. at the city’s biggest mall, Metropolis at Metrotown, is already rolling out cards and advent calendars.
Hudson's Bay Co., which operates out of Lougheed Town Centre and Metropolis at Metrotown, will launch its yuletide collection of clothing and decor six weeks early at the start of October, while some Canadian Tire stores are already aglow with Christmas lights and baubles.
For Indigo CEO Heather Reisman, flexibility and health awareness are top of mind.
In the wake of 15 store closures since March, the chain has revamped its customer experience with private shopping hours "for people who may feel particularly compromised," she said. Loyalty program members can visit outside of normal operating hours — typically before 10 a.m. and after 9 p.m. — to browse at will, free from crowds.
The 12 weeks leading up to New Year’s Day usually account for about one-third of annual sales, she said.
"It’s not possible to fully make up for almost three months of almost 200 physical stores closed (earlier this year) … so our goal is to get as close to last year’s sales as possible, recognizing that it will depend on customers spreading out their time."
Shipping and logistics continue to be upended as the pandemic's second wave begins to break.
While some companies are relying on online deals and curbside pickup, London Drugs is bulking up its physical presence. It plans to construct queue shelters at more than half of its 82 stores by mid-October, including metal-roofed structures bolted to buildings to shield customers from wind and possible snow.
Companies like Apple Inc. have relied on fluid customer appointment systems for years, but Cadillac Fairview hopes to bring less tech-savvy bricks-and-mortar vendors on board across its 19 shopping centres before Christmas.
Michael LeBlanc, a senior adviser at the Retail Council of Canada, says consumers may have more spending money on hand after shelling out less on vacations, commutes and lunchtime cappuccinos.
"Our message to Canadians for the holidays is: shop early and shop often. This is not the year to wait. And retailers are telling me they’re seeing signs of gift buying already," LeBlanc said.
But a holiday season that features fewer store visits and gatherings of friends and family may see a corresponding decrease in impulse buys and lavish gift giving, with the unemployment rate lingering above 10 per cent and rent and loan payment deferrals set to expire.
More e-commerce means fewer whimsical purchases in the aisles. But online browsing offers plenty of impulse options as well, with retailers able to suggest products based on previous searches and purchases.
"That’s not as smooth online as we’d like... But that’s where you’ll have to fight this game, online," LeBlanc said.
"I can’t think of a more important season for all of us, and then maybe that’s reflected in sending people gifts online. Merchants are hoping that will be the case… but we just don’t really know."
Reitmans Canada Ltd., which is restructuring after the insolvent women's apparel retailer was granted creditor protection in May, hopes to claw back customers with online style sessions by appointment for those hunting for personalized tips.
More casual winter wear will be among the threads on offer as telecommuting remains the norm. "We definitely have increased our cozy assortment," said Reitmans president Jackie Tardif.
Seasonal outfits and items will hit the shelves early at various retailers across the country as COVID-19 upends the annual shopping surges on Black Friday and Boxing Day. But unless the pandemic returns with a vengeance — a real possibility — in-person purchases will not disappear entirely.
- With files from the Canadian Press
