Holiday retail in an inflation crisis: Getting the message right

Sam Chapman

With the inflation crisis hitting consumer spending in the UK, retailers are gearing up for a Christmas season where shoppers will not be spending as usual on top of two difficult years for the industry with COVID.

A Christmas retail season amid a cost-of-living crisis is fast approaching. But for brands, the best response is not so clear. In the current economic climate, they rightly feel they should be cautious. Yet they also need to make the most of the festive season – for many businesses, a critical trading time. The key lies in striking the right balance between both, following the lessons from past downturns while at the same time putting in place a broader action plan.

A time of growing concerns

The latest predictions in the United Kingdom are sobering.

In recent weeks, the...

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