A post-pandemic bounceback by stores is likely to continue at Christmas, powered by their experiential and omnichannel appeal.
A Christmas advert caught my attention the other day.
It wasn’t in a magazine or an online promotion; it was a poster in a Middlesbrough travel agent’s window. In among the offers for winter sun breaks in Benidorm or visits to see the Northern Lights was a bus trip to Birmingham – two days for £89 and the big draw was the chance for seasonal shopping at Primark.
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