Omnichannel

Retailers optimistic despite challenges in holiday season

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October 11, 2022

Retailers are generally optimistic about the upcoming holiday season and there will likely be a ramp up in promotion despite challenges such as inventory surplus and inflation concerns among consumers.

Those are prime findings of a CommerceNext and CommX survey regarding marking return-on-investment and the 2022 holiday sales season.

The study, conducted in August 2022, includes data from 100 retail and brand executives. The report revealed retailers are preparing to face stiff competition head-on by turning to promotions, email and SMS, paid search, affiliate marketing and a mix of shipping incentives to get consumers to shop this season.

Most merchants expect this year's holiday sales to outdo their 2019 numbers, but not necessarily those from holiday 2021, which was a record year for most, leaving many optimistic but also cautious about profits, according to a press release on the findings.

"Competition is tight this holiday season, as many brands face more expensive customer acquisition costs," Veronika Sonsev, co-founder of CommerceNext, said in the release.