The British Retail Consortium (BRC) has launched a new national campaign called ‘Shop early, Start wrapping, Enjoy Christmas’, encouraging UK consumers to start their Christmas shopping early.
The British Retail Federation hopes the initiative will help spread the rising demand during what is traditionally the busiest shopping time of the year for the country.
Nationwide measures such as social distancing and stricter coronavirus rules are urging shoppers to “think of others” and “avoid” the usual rush to stores that is common at Christmas time.
This comes as the UK joins other countries in battling a second wave of COVID-19 infections. Prime Minister Boris Johnson responded by announcing a new three-tier ‘traffic light’ system that will impose stricter local restrictions.
“Retailers are urging customers to start shopping earlier to ensure everyone – customers, store associates, warehouse workers and delivery drivers – has enough space to stay safe and spread the magic of Christmas,” BRC said.
Since the height of the nationwide lockdown, retailers have invested millions to introduce additional safety and hygiene measures in their stores and online.
In July, total retail sales in the UK continued to recover more strongly than expected after the entire sector across the country was allowed to reopen for the first time.
Official data from the Office for National Statistics (ONS) showed that the volume of retail sales rose by 2% between June and July, while analysts had expected a rise of 0.2%. Some analysts had expected a decline in sales.
The volume and value of total sales also exceeded pre-lockdown levels, rising 4.4 percent compared to February. They were also above the previous year’s levels and a quarter higher than the levels at the height of the lockdown in spring.
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Helen Dickinson, BRC’s chief executive, said: “While celebrations will undoubtedly be a little different this year, we know customers want to make Christmas special.”
“That’s why we’re encouraging people to shop early and avoid 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 healthy.
“BRC’s September sales figures show that some customers have already started shopping a little earlier than usual, as there are many benefits to spreading out Christmas shopping in today’s climate – from safety to managing finances.
“However, we want more people to feel the true Christmas spirit, think of others, ‘shop early, start wrapping’ and, above all, enjoy Christmas – however they celebrate it.”
BRC’s campaign will air on national and local radio stations from Sunday 18 October and will run in national print and social media channels until early November.
Attention: Retail sales in the UK exceed pre-crisis levels
