From shunning toys to value-led shopping – the trends that defined Christmas
It has been a festive trading period dubbed by the BRC as “the worst on record”. With this week bringing the departure of a retail boss from one business and a profit warning at another, it does have the markings of a bleak Christmas.
But, like most headlines, these do not tell the full story. From Marks & Spencer posting its first like-for-like sales rise in three years, to Dunelm recording a “particularly strong” uplift in festive sales without participating in Black Friday or pre-Christmas discounting, there were bright sparks alongside high drama in this week’s slew of Christmas updates.
But with mixed results coming out for festive favourites such as food and toys, and Black Friday going from a damp squib last year to overshadowing Christmas this year, what are the shifting dynamics of retail’s golden quarter and what do they tell us about the year ahead?
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