A cleaner wipes a glass panel at Toronto’s Eaton Centre Shopping mall on Saturday, March 21, 2020. THE CANADIAN PRESS/Chris Young

12 weeks of Christmas — retailers speed up holiday plans in a daunting year

Higher than usual unemployment, end of loan deferrals could hamper shopping

Prepare to buy your boughs of holly early this year — or just have them delivered — as store owners adjust to a holiday season that may prove far from jolly.

Retailers are ramping up plans for a transformed Christmas shopping season in response to the COVID-19 pandemic, with strategies to draw buyers early, step up their e-commerce game and convince consumers to buy gifts for far-flung friends and family.

Indigo Books & Music Inc. is already rolling out cards and advent calendars. Mountain Equipment Co-op has seen a sales surge for winter products such as snowsuits, which it aims to load onto shelves ahead of schedule alongside snowshoes and skis to spread out the holiday rush.

Hudson’s Bay Co. 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. Fashion retailer Simons is investing millions in temporary shipping and packing stations to meet the expected spike in demand for online orders. However, CEO Peter Simons doubts the 180-year-old department store can reach previous revenue peaks for the season, which typically make up 40 per cent of sales for the year.

E-commerce poses a “huge logistical challenge,” he said, with online sales already tripling. “The complete infrastructure will be very taxed.”

The pandemic prompted Simons to postpone the opening of a $215-million automated distribution centre in the Montreal area. As a result, it will have to spend millions more on a hiring surge, already underway, to pack and sort online purchases through December, he said.

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 Prairie customers from wind and snow.

Real estate company Cadillac Fairview hopes to shorten indoor lineups by registering retailers on its appointment-booking app. The platform, launched recently as a pilot with jewelry chain Pandora at Toronto’s Eaton Centre, lets customers schedule a time to swing by the store without having to worry about long queues or crowded aisles.

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.

“We’re social animals. We’re tactile, social beings. The pandemic has perhaps made us realize what a privilege that is,” said Peter Simons.

“But it hasn’t taken away the hunger or the need for that contact, and I believe that will remain.”

Christopher Reynolds, The Canadian Press


Like us on Facebook and follow us on Twitter.

Want to support local journalism during the pandemic? Make a donation here.

ChristmasCoronavirusRetail

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

The last forum before the election on Saturday focused on health care.
Boundary-Similkameen candidates talk health care over digital forum

The Support Our Health Care Society hosted the forum

The riding of Boundary-Similkameen has been held by the B.C. Liberals since 2009. (File image)
Past elections showed Liberal support in Boundary-Similkameen

Since 2009, riding has been represented by Liberal MLAs

Greenwood’s Volunteer Fire Department attended a vehicle accident on Highway 3 Friday morning, Oct. 23. Photo courtesy of Mayor Barry Noll.
BREAKING — 3 accidents on Highway 3, 33 in Greenwood, Rock Creek

“The roads are absolutely horrible right now,” Midway RCMP

CEO Wendy Higashi said the mistake was the first miscount after a Greenwood election. Photo: Laurie Tritschler
Province given wrong vote count after Greenwood byelection

Miscount first in city’s history, according to Chief Election Officer

Midway RCMP confirmed thieves broke in to South Gold Storage in Greenwood Saturday, Oct. 10. File photo
Midway RCMP looking into burglary at Greenwood storage facility

Police have recovered a stolen bicycle, but a four-wheel utility vehicle is still missing

B.C. provincial health officer Dr. Bonnie Henry gives a daily briefing on COVID-19 cases at an almost empty B.C. Legislature press theatre in Victoria, B.C., on March 25, 2020. (Don Craig/B.C. government)
B.C. sees 223 new COVID-19 cases, now 2,009 active

Two new care home outbreaks in Surrey, Burnaby

100 Mile Conservation officer Joel Kline gingerly holds an injured but very much alive bald eagle after extracting him from a motorist’s minivan. (Photo submitted)
B.C. driver thought he retrieved a dead bald eagle – until it came to life in his backseat

The driver believed the bird to be dead and not unconscious as it turned out to be

Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Chastity Davis-Alphonse took the time to vote on Oct. 21. B.C’s general Election Day is Saturday, Oct. 24. (Chastity Davis-Alphonse Facebook photo)
B.C. reconciliation advocate encourages Indigenous women to vote in provincial election

Through the power of voice and education Chastity Davis-Alphonse is hopeful for change

Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

White Rock RCMP Staff Sgt. Kale Pauls has released a report on mental health and policing in the city. (File photos)
White Rock’s top cop wants to bill local health authority for lengthy mental-health calls

‘Suggestion’ included in nine-page review calling for ‘robust’ support for healthcare-led response

A Le Chateau retail store is shown in Montreal on Wednesday July 13, 2016. Le Chateau Inc. says it is seeking court protection from creditors under the Companies’ Creditors Arrangement Act to allow it to liquidate its assets and wind down its operations.THE CANADIAN PRESS/Ryan Remiorz
Clothing retailer Le Chateau plans to close its doors, files for CCAA protection

Le Chateau said it intends to remain fully operational as it liquidates its 123 stores

Green party Leader Sonia Furstenau arrives to announce her party’s election platform in New Westminster, B.C., on October 14, 2020. THE CANADIAN PRESS/Jonathan Hayward
B.C. Green party says it’s raised nearly $835,000 in 38 days

NDP Leader John Horgan is holding his final virtual campaign event

Most Read