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This is why retail experts are encouraging consumers to do their Christmas shopping early

By Becky Bargh | Published: 22-Oct-2020

The initiative, promoted by the British Retail Consortium is to protect workers from Covid-19 by spreading demand during the busy shopping period

The British Retail Consortium (BRC) is encouraging shoppers to do their Christmas shopping early to protect workers from Covid-19 during the busy shopping period.

The ‘Shop early, start wrapping, enjoy Christmas’ advertising campaign is attempting to prevent the traditional Christmas rush in late November and December, both in stores and online.

Due to social distancing measures, introduced because of the coronavirus pandemic, retailers want to ensure all staff members, from in-store staff to warehouse workers and delivery drivers, have the space to carry out their job safely.

“Whilst celebrations will no doubt be a little different this year, we know customers want to keep Christmas special,” said The BRC’s CEO, Helen Dickinson.

“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.”

According to the trade association, since March, retailers have been strengthening their supply chains, and investing in new safety and hygiene measures.

And by encouraging customers to spread out their shopping, it will ensure retailers can create a “safe and pleasant” shopping experience.

Dickinson said there is evidence that customers have begun their shopping ahead of the usual shopping period.

“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.”

Meanwhile, retailers’ have been struggling to encourage customers back in store since the Covid-19 lockdown.

According to the BRC, footfall reduced 30% in September year-on-year.

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