The holiday shopping season is advancing, but faces challenges

Buyers in USA They’re coming back to stores and splurging on all kinds of items, buoyed by strong hires, salary improvements, and substantial savings, but the big question is: to what extent will supply shortages, higher prices, and staffing issues affect your mood this holiday season?

Americans, fatigued with social distancing policies due to the pandemic of coronavirusThey might get in a bad mood if they can’t afford to buy the items on their holiday lists, or they might be disappointed by the season’s meager discounts.

Adding to their bad mood is the fact that many workers quit before the holidays, leaving companies with a shortage of staff during the busiest time of the year.

Consumers are expected to pay an average of 5% to 17% more for toys, clothing, appliances, televisions and other purchases on Black Friday this year compared to last year, according to Aurelien Duthoit, senior industry advisor for Allianz Research. On average, televisions will experience the highest increases, 17% more than a year ago, according to the research firm.

The National Retail Federation, the largest retail trade group in the United States, predicts that christmas sales They will increase between 8.5% and 10.5% compared to 2020, when shoppers, locked in their homes by the pandemic, spent more on pajamas and household items and mainly through the internet. Christmas sales increased 8.2% in 2020.

“I think it’s going to be a tough holiday season,” said Neil Saunders, Managing Director of GlobalData Retail. “It will be a bit frustrating for retailers, consumers and workers. We are going to see long lines, more cluttered stores and more delays in online orders. “

Jill Renslow, executive vice president of business development and marketing for Mall of America, the largest mall in the United States, expects the Black Friday customer count to approach 2019 levels, but acknowledges that the mall’s tenants have had trouble hiring, and as a result, the center will open two hours later and close one hour earlier this Black Friday, tomorrow.

“They (the retailers) are doing everything they can to provide a good guest experience. “But consumers will have to be patient and know that the lines can be a bit longer,” Renslow said.

Still, shoppers have shown signs that they want to celebrate.

Kathleen Webber, a 58-year-old college professor living in Yardley, Pennsylvania, said she will have big family gatherings again for the end of the year holidays and will buy more gifts after spending the holidays last year with only her husband. and their three children.

“Everyone is very happy to be together, so we want to celebrate,” said Webber, an enthusiastic online shopper, but fear of a shortage will drive her to finish shopping next week. Usually, she used to wait until December 21 to finish her compasses online.