BRC launches nationwide campaign to encourage early Christmas shopping

Published on: 19th October 2020

The ‘Shop early, start wrapping, enjoy Christmas’ campaign should help spread demand during peak shopping period this year.

‘shop early, start wrapping, enjoy Christmas’ campaign

The British Retail Consortium has announced a new national campaign to encourage the general public to begin Christmas shopping earlier, as an attempt to help spread demand for the peak shopping season. ‘Shop early, start wrapping, enjoy Christmas’ is designed to mirror the government’s coronavirus guidelines used throughout 2020.

With London, Essex and York placed into a Tier 2 lockdown over the weekend and Birmingham, Manchester and Liverpool in Tiers 2 and 3, the BRC is keen to get shoppers online or in store to start their Christmas shopping early. Shopping early this year should help retailers by reducing any last-minute demand for products in the final weeks in the run up to Christmas, the trade body argued.

The BRC further noted that retailers have been strengthening their supply chains since March, putting in place additional safety and hygiene measures across their stores and online operations.

BRC chief executive, Helen Dickinson, commented: “Whilst celebrations will no doubt be a little different this year, we know customers want to keep Christmas special. That’s why we’re encouraging people to shop early and prevent the last minute rush so their fellow customers and all the store colleagues, warehouse workers and delivery drivers working behind the scenes, have the space they need to stay safe and well.”

“BRC’s September sales figures show signs some customers have already started a little earlier than usual, as spreading your Christmas shopping has many benefits in today’s climate – from safety to managing finances. However, we want more people to embrace the true Christmas spirit, think of others and ‘shop early, start wrapping’ and most of all ‘enjoy Christmas’ – however they are celebrating,” she added.

London’s Oxford Street has also announced it will be switching on its Christmas lights on Monday 2nd November this year, three weeks earlier than in 2019, to help kick off the festive shopping season.

The central London shopping destination has said this year’s lights will showcase a poem created in partnership with Selfridges. The poem will be displayed across 27 LED light curtains and pays tribute to London and how communities have come together during the pandemic. There will be no switching on ceremony this year due to government restrictions.


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