KANSAS CITY, Mo. — Experts predict consumers will spend more money than ever this holiday shopping season.
This week, the National Retail Federation (NRF) released its annual holiday shopping forecast.
The organization said retail spending over November and December should go up 3.6 to 5.2 percent above 2019’s record high.
Katherine Cullen, the NRF’s senior director of industry and consumer insights, admitted the prediction is surprising, but that shoppers have been spending money all year, so that shouldn’t stop now.
“Not necessarily where we thought we were going to be six months ago, but the consumer has shown themselves to be fairly resilient during this time,” Cullen said. “We’ve seen strong retail spending through the first 10 months of the year even though we’re all dealing with very different circumstances in our lives.”
Research by the NRF shows online sales jumped 36 percent in the third quarter of 2020 compared to the same time period in 2019.
Another survey showed many shoppers will not shop doorbuster deals in person on Black Friday. Cullen believes online sales will boost holiday spending during the pandemic as some shoppers may want to avoid crowds.
Many retailers are now offering curbside pickup options, allowing customers to order and pay online, drive to a store and have an employee bring the item to them. That option allows shoppers to get their item in a matter of hours without going inside or waiting on delivery.
Retailers began their holiday sales earlier than in years past, according to Cullen, and consumers responded. She explained 41 percent of shoppers said they began holiday shopping earlier than normal in 2020.
Cullen pointed to a recent survey that found 70 percent of shoppers said they feel comfortable shopping in person because of COVID-19 precautions retailers have put in place.
“Consumers notice if your store is clean, if people are social distancing, if you’re putting their health, as well as the health of their employees, front and center of mind. All of that is really showing,” Cullen said.
Locally, the marketing director of Oak Park Mall in Overland Park, Kansas, Sean Phillips, said shoppers will notice those extra precautions at the mall this holiday season. Smaller stores will limit capacity, most cashiers are behind plastic barriers, decals on the floor encourage social distancing and cleaning crews are sanitizing more frequently.
About 40 retailers in the mall now offer “carside” pickup, which will be operating Black Friday.
The mall opens at 6 a.m. on the annual shopping holiday. It is extending hours between now and Christmas, giving shoppers about 40 extra hours of shopping opportunities. The marketing director said early morning and evening are usually less busy.
Santa arrives at 11 a.m. on Black Friday, but this year, he’ll be wearing a mask and children will only be able to get within six feet of him. The mall is asking families to make a reservation online to see Santa.
“They’ve done a lot of preparation and testing to make sure that the photo with Santa looks as traditional as possible,” Phillips explained. “You know a lot of people keep all their photos with Santa on their mantle every holiday season. Of course, everyone will remember 2020, but hopefully trying to make it as normal as possible.”
Phillips and Cullen said they expect people to seek some normalcy during the holiday shopping season.
