With just two months left until the holiday, brick-and-mortar stores and e-commerce websites alike have begun the annual push to win our shopping dollars—and while kids start their letters to Santa, savvy parents will be comparing prices and looking for the best channels to fill their gift lists with the lowest pricing, convenience, and customer service.
The digital revolution has changed the way we do everything in the last couple of decades, and no industry has been more affected than retail. Recent indicators actually show that despite the rapid and continued growth of online sales, e-commerce is in many cases breathing new life into the physical stores of some retailers. Nordstrom and Macy’s, for example, are offering services that combine their in-store and digital capabilities by turning local stores into distribution centers, pick-up sites, and return locations for their e-commerce shoppers.
Meanwhile, retailers like K-Mart and Toys “R” Us are providing layaway plans that allow shoppers to make their selections on the store website, pay for items in installments, and provide storage at their local brick-and-mortar locations until days before the holiday, allowing parents to keep gifts from the prying eyes of anxious children until the very last minute. And rumors continue to persist that Amazon, the very model of e-commerce, will be opening its first retail store in New York City.
Regardless of how you choose to shop for the majority of your gifts this year, I urge you to consider saving some of your holiday dollars for small local retailers. Every community contains a wealth of these stores, and whether you live in the Palisades, Santa Monica, Malibu, Brentwood, or beyond, local retailers make up the fabric of our communities. Look for a schedule of holiday shopping events in your town, and enjoy some holiday cheer while supporting your neighbors and friends. Although convenience and low price may win the day more often than not, there’s nothing like finding a unique gift from a local shop that you can return to again and again.
Wishing you happy shopping as the holidays begin.