T’was the night before Christmas, and Mum was aflutter, as the milk had gone off and she’d run out of butter. Consumers across the UK today will be thrown into a panic as supermarkets close their doors for a 24 hour period, which in the modern world of constant access to essentials can be something of a shock to the system.
Fortunately, a large number of local stores have cottoned on to the fact that Christmas provides a unique opportunity to boost profits ahead of the New Year, so will remain open for a certain amount of time today.
Local retailers remain in something of a precarious position as the UK’s top supermarkets tend to be the more attractive option for consumers around the festive period. This is partly due to marketing opportunities afforded by Christmas Taste Tests, as these can heavily influence consumer purchases and drive those who tend to shop on the high street into larger out of town supermarkets.
Therefore, smaller stores often have no choice but to remain open on Christmas Day as a means of regaining custom which would otherwise be lost in the run up to Christmas.
However, increased profits are not the only benefits for those retailers who choose to remain open on Christmas Day. Consumers tend to appreciate retailers which have a reputation for reliability – and what is more reliable than a store which stocks the items essential for saving Christmas dinner from disaster? Appreciation fosters loyalty, and can in turn help to draw consumers away from larger rivals and back on to the high street when popping out for essential items throughout the year.
Finally, when all is said and done, Christmas is a great opportunity for those with large families to get together and catch up but, in the words of Victor Borge; “Santa Claus has the right idea – visit people once a year.”
Family arguments have become something of a long-standing joke at Christmas, and with many relatives crammed into one house the pressure can become rather overwhelming.
Giving consumers a safe haven from which to escape the madness at home while everywhere else is closed will again lead to a greater level of appreciation from said consumers and also enforce a feeling of community in a store, which has been identified as one of the key measures required to save the nation’s ailing high streets.
If you are a retailer opening up shop instead of opening presents today, take solace from the fact that this one day could potentially see your consumer base increase throughout the rest of the year and will go a long way in helping raise profits during the final quarter. Furthermore you, at least, will be spared the inevitable trip to A&E following the traditional tempestuous game of charades!
Have you been called into work or chosen to keep your business open today?
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Christmas pushes West End Sales up by Ten Per Cent
