It's Not Even About You, Retail

Fa-la-la. 'Tis the season to be jolly, right?

Look, even if you are a self-proclaimed humbug, you are someone who doesn't celebrate any particularly religious holidays around this time of year, or you aren't a fan of all the festivities that happen from the end of October into 2025, you are still going to participate in some way. How do I know you are still part of the economic excitement that fills this time of year?

It's practically science driven by your inability to avoid it, but it is also built into a lot of cultural happenings this time of year.

I am talking to you. Even people who proudly boast about their choice not to exchange gifts or to buy experiences instead of things are part of this seasonal eruption.

The economic flow is not beneath you.

Honestly, I don't think those practices are all that bad for those of us at an age where we have acquired the things we actually need in our day to day lives. I don't push that option because I still have growing kids. So every time I hear this, it feels a little like having the cashier ringing out my Thanksgiving turkey tell me all about their moral decision to be a vegan. I don’t need another moral or ethical debate on consumerism for the holidays. When it comes to managing my mental health through balance, this working mom leans into "easy".

So while discretionary spending is likely to fluctuate up or down from estimations, it isn't just retail being impacted.

Most of us know there is a lot of holiday travel at this time of year but that isn't just due to the holiday celebrations. With the end of the year, many companies shutter operations, or work skeleton crews. This offers a break from the typical schedule, making this time of year popular for travel even outside the realm of what we consider "for the holidays".

There are often new entertainment options and events that are seasonal and geared to drive traffic to theaters, movies, playhouses, and concert halls. This time of year is rich with offerings from the performing arts community too, a good number of which involve admission prices and ticket sales. New musical content and special edition publications show up at this time of year as well.

Another thing that kicks into high gear is food and entertaining. While restaurants may have special menus and new treats from cocktails to deserts, others may have merchandise available that is not available throughout the year. Sometimes a make at home version of a beloved dish or maybe a simple branded coffee mug from a favorite shop. Wine tastings increase as those entertaining may be looking to find the right pairings for their holiday entertaining or just the dinner they make the next Tuesday.

Let's also remember that whether you are celebrating something or not, this is the right time of year to score great deals on certain things. Clothing, accessories, electronics, jewelry, cosmetics and pretty much anything else you can think of come in limited edition styles, include extras, can be had at a discount and offer us all incentive to make a move now.

Of course, shipping and logistics are plugging along at a higher rate than ever, because the volume of all the additional widgets moving though the supply chain require more bodies and truckloads to get them where they are headed. Santa is just one man, after all.

And let's not forget that everything we consume this time of year begins life as a raw material.

Someone, somewhere is sourcing the 2025 holiday season as I type this. Their work is long over for 2024.

So wherever you are in the supply chain, this is the right time of year. You will see a boost. Maybe not what you are expecting or hoping for. Maybe it isn't even enough to make up for the last year of depressed sales. But you can count on it coming. You can assume you will be either an active or passive participant. And if you happen to be a B2B vendor that is selling to an end user highly reliant on a successful Q4, I hope your season ends brightly.

If it doesn't or even if it does, there's always risk mitigation and data to protect you. There's even still time to protect yourself in 2024.