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It’s the season to buy early: festive advertising campaign | Company

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It may still be pumpkin patch season, but the British Retail Consortium continues to launch a new ad campaign urging the public to start Christmas shopping early. The ad campaign to shop early, start packing, take advantage of Christmas launches today, and aims to spread demand during the busiest shopping season of the year.

The BRC hopes to encourage the public to embrace the true Christmas spirit by thinking of others and avoiding the usual retail rush of late November and December, both in-store and online.

Since March, the organization reports that retailers have strengthened their supply chains and invested hundreds of millions of dollars to implement additional safety and health measures in their stores. By getting the public to start early and spread their purchases, the industry aims to drive sales in the weeks to come while ensuring the safety of customers and staff.

As the pandemic has hammered Main Street and cost tens of thousands of jobs, an early Christmas rebound is already being felt at some retailers, with sales surging 5.6% in September against 0.9% last year.

The John Lewiss online Christmas store opened in August after an increase in customer searches. Friday, the department store announced it will invest $ 1 billion to expand its online business and diversify beyond retail.

Helen Dickinson, Managing Director of the British Retail Consortium, said: BRC’s September sales figures show signs that some customers have already started a little earlier than usual, as your Christmas shopping broadcast shows many benefits in today’s climate, from security to financial management.

While the celebrations are undoubtedly a little different this year, we know customers want Christmas to be special. That’s why we encourage people to buy early and avoid the last minute rush so that their fellow customers and all store colleagues, warehouse workers and delivery drivers working behind the scenes have the space they need. they need to stay safe and healthy.

BRC commercials will air on national and local radio stations from today and will air on national print and social channels until early November.

Even before the pandemic, online shopping was up 5% from last year and has seen growth rates of 40% to 50% according to IMRG, the industry body of online retailers. A huge wave of Christmas shopping is expected to take place online this year as more customers stay at home. IMRG’s Andy Mulcahy warned customers risk missing out on an opportunity if they leave their groceries until the last minute.

We think the volumes are going to be very, very excessive this year, Mulcahy said. If you can expand your shopping and do a lot in November, maybe even a little now, then that would really help.

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