Analysis: What are retailers doing to avoid a nightmare before Christmas?


Retailers need a Christmas miracle. With unaffordable fuel bills and economic turmoil wreaking havoc on consumer confidence, the backdrop of this year’s festive season is looking closer to a Dickens novel than a winter wonderland 

The gloom has even got to Amazon, which terrified Wall Street by warning that sales would be $15bn short of predictions this year and operating profit could be anywhere between $4bn and zero.

Tech giant Apple also flagged its cautious outlook for the December quarter, saying “total company year-on-year revenue performance will decelerate during the December quarter as compared with the September quarter”.


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