Asked about the outlook for Christmas, retailers always like to reply: “It will be on December 25.”

That’s the case this year again, and the fact that in a disrupted year people can enjoy the break is down to retailers’ ability to navigate the toughest of conditions.

When three ships came sailing in this year, sighs of relief that shoppers’ goods would be there on Christmas morning were accompanied by cold sweats that they were docking at three times the freight price than previously.

And a shortage of drivers for months on end no doubt left some wondering whether they’d have to enlist the services of Little Donkey.

But despite all the challenges, retailers have delivered once again for customers, their staff and the country – not just at Christmas, but throughout this year.

“Despite all the challenges, retailers have delivered once again for customers, their staff and the country – not just at Christmas, but throughout this year”

Many thought and hoped that by this Christmas, there would have been a return to normality. That is clearly not to be, but retailers have done their part for the national vaccination effort vital to its eventual restoration.

Primark and Boots are among those to have hosted vaccination centres in stores, including at Primark’s flagship Birmingham branch where fitting rooms were converted for the purpose.

And the hard work of emergency services, still desperately needed as Omicron cases climb, is being recognised in other ways.

Asda, for instance, is offering a 10% discount this Christmas to Blue Light cardholders – a price reduction available on all seasonal essentials from turkeys to toys.  

Many people may face a difficult December as the cost of living rockets, but retailers are doing their part to make sure it’s a merry Christmas for all those in need. 

Morrisons is offering pre-packed bags of groceries that customers can purchase for donation to food banks – costing between £1 and £3, they make doing a good deed easy for customers. Amazon UK, meanwhile, has teamed up with charity In Kind Direct to deliver toys to vulnerable children. 

Staff rewards

As well as fulfilling wider obligations to society, retailers have throughout this difficult year also focused on their staff to ensure they are well rewarded, engaged and offered opportunities. 

Lidl laid claim to becoming the highest-paying grocer in November when it revealed new pay rates coming into force early in the new year. It means a pay rise of up to 6% for entry-level employees – hourly rates that were later matched by its great rival Aldi. 

And retailers are encouraging employees to benefit from long-term success through share schemes that make them equity owners. Pets at Home said in November that its average scheme is now estimated “to be worth around £26,400 resulting in a potential gain of £21,000” for participants.

Future opportunities are being created by retailers such as Marks & Spencer, which has launched a digital academy. To date, 280 employees have participated, learning skills that will set them up for the future – and benefit M&S, too, as it adopts an increasingly digital-first approach.

“The pandemic accelerated the shift to online, whether for shopping or socialising, but some are at risk of being left behind”

The pandemic accelerated the shift to online, whether for shopping or socialising, but some are at risk of being left behind. To help counter that, tech retail giant Currys appropriately jointly founded the Digital Poverty Alliance to tackle digital poverty in the UK, particularly for disadvantaged children.

Youngsters were also disadvantaged by the disruption of education by the Covid outbreak.

Bookseller WHSmith, along with the National Literacy Trust and supported by Manchester United and England footballer Marcus Rashford, drew on its own specialist strengths to provide free books.

It was the latest initiative in the retailer’s relationship with the Trust, which has over more than a decade donated 76,000 books to help children with their reading and writing.

Taking responsibility

In the wider world, retailers have been doing their best to be responsible businesses. In the year of COP26, retailers have raced to set ambitious net-zero goals ahead of official targets as they play their part in addressing climate change. 

Retailers ranging from Joules to John Lewis are putting their money where their mouths are, linking new financing arrangements to the achievement of ethical, social and governance (ESG) objectives.

Even one-time laggards have taken up an ESG agenda that reflects the mood of the times. Boohoo, which last year was in the spotlight over labour abuses among some suppliers, backed the launch of the Leicester Garment and Textile Workers Trust to the tune of £1.1m. The initiative, will “work with workers, industry, public and private stakeholders … to improve the sector for all”.

But perhaps retailers’ biggest gift this year is – through their operational prowess – enabling people to enjoy the celebrations at all.

“Perhaps retailers’ biggest gift this year is – through their operational prowess – enabling people to enjoy the celebrations at all”

Just weeks ago, as the golden quarter got underway, scare stories abounded about stock shortages. In the event, there is plenty of turkey available. Pigs in blankets, too. And toys. In fact, an abundance of products of almost every sort.

This Christmas may still not be normal, but it will be merry – thanks to the hard work of retailers.

Best wishes from all of us at Retail Week for a happy and successful Christmas and New Year.