‘Stores will be stars again this Christmas as they play to strengths’

Christmas scene in central London with lights and a blurred red bus

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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