As families gather on Thursday to celebrate one of the year’s most popular holidays, another Thanksgiving tradition is slowly fading away. Black Friday, once known for its chaotic crowds and big sales, is now stretching into a longer, more planned-out shopping season. Retailers, consumers, and supply chains are adjusting to this change as they deal with economic challenges and shifting shopping habits.
Large retailers are adjusting their operations for earlier shopping and a longer holiday season, while small and medium-sized enterprises (SMEs) remain hopeful despite challenges. A recent DHL survey of U.S. SMEs found that nearly half expect higher holiday sales than last year, with 14% anticipating significant growth. To prepare, many SMEs have started their holiday strategies earlier, with 45% beginning as early as Q2—a notable increase from 39% in 2023.
Creative Strategies for Growth
With the decline of in-store shopping rushes, SMEs are turning to strategies like international expansion, unique discounts, and personalized customer service to tackle inflation and supply chain challenges.
According to the DHL survey, 35% of SMEs are expanding into global markets, while 32% use holiday discounts such as tiered promotions and limited-time offers to attract shoppers. These strategies reflect a proactive approach to aligning with consumer expectations and managing demand more effectively.
This aligns with the larger retail trend of efficiently cutting costs and running operations.
“Retailers are comfortable extending fulfillment timelines, reducing the need for seasonal labor,” said Drew Taranto, VP of Operations at DHL Supply Chain. “These changes are transparent to end-consumers, who have been proactively informed about adjusted shipping times for the holiday season.”
Shoppers and Supply Chains
Consumer behavior also shapes the season in unique ways. “This shift towards online shopping has fundamentally changed consumer habits, especially during the holiday season,” noted Charles Jackson, Head of North America at ProGlov. “Early sales events like Black Friday and Cyber Monday have conditioned shoppers to start planning and purchasing well in advance.”
Despite these changes, the holiday season still brings a sense of resilience and creativity, particularly among SMEs. Personalized customer service is a major focus, with 60% of SMEs tailoring interactions to improve customer experiences. Additionally, businesses are enhancing websites and mobile platforms and even incorporating sustainable practices to align with evolving consumer values.
As Taranto succinctly said, “Ultimately, the strength of the economy and consumer disposable income will dictate the season’s outcome.”