The snow is falling, the lights are going up, the trees are shining bright, and that Christmas energy is in the air. Christmas is soon, and with that comes the frenzy of getting gifts for everyone on your list. You would think that with the loosened restrictions this year, the retail business would be booming. Everyone would be out spending money and buying gifts. But you would be surprised how the year truly has been for clothing stores specifically.
Ellen Murphy, a manager at Aria clothing store, shares how business has been so far this holiday season.’
“The retail industry this year so far has been pretty up and down. The summertime was one of our busier times, and we anticipated it would be so once again for Christmas. But it’s not turning out to be that way. It hasn’t been that busy compared to last year at all. In general, it has slowed down about 50%.”
It truly is strange that the store is less busy in a year with loosened restrictions than the previous year. A possible reason for this may be the climbing case numbers, the omicron variant, or online shopping. But, unfortunately, Murphy continues with ways they have tried and failed to lure customers in.
“We’ve only had a couple of events lately as well, where we’re able to broadcast certain specials and promotions to try and get a little bit more traffic and people throughout the stores. But for what it is, it’s just been kind of slow right now.”
Despite the slower season, Murphy has found ways to still make sales by utilizing online platforms.
“We have had lots of different demographic changes from different tourists that are now visiting after finding out where we are on social media and through different pages on the internet. We have been pushing advertising online to lead people back. So, being able to spread the word and also offer some online shopping as opposed to being in person has helped.”
Murphy hopes this doesn’t be a sign of things to come as she believes the best way to buy clothes is in store.
“At the end of the day, we would love to see people back in our stores and shopping and being able to feel and see our merchandise in person, which is a big way of selling.”
Whatever the reason for this slower season for clothing stores, time will tell if the change is permanent. Clothing stores would much rather have customers in the store rather than online.
