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While it's expected that at least some retailers will concoct strategies to get more people to come into the physical store, it certainly won't be the only way to score a cheap TV or discounted laptop. "We've seen a lot shift away from concentrating on Black Friday itself, not to mention the bad press that comes along … like people getting trampled," said Jordan Speer, a retail analyst with the firm IDC. This year, like last year, expect far fewer of these types of aggressive, in-store-only deals designed to get consumers lining up and chasing each other down the aisles. Far fewer doorbustersīlack Friday's reputation is one of shopping chaos: the doorbusters, the stampeding crowds and the injuries and violence that can result. Curbside pickup, which pre-pandemic was almost exclusively used for groceries, is now being expanded to include almost any product you can buy in store, Duffin said. "So what 'buy online, pickup in store' is being used for now is to drive online revenue, but also drive people into stores to give that economic balance between the two different channels."Ī Gartner survey of retailers found that more than 65% of them expected the share of revenue captured by BOPIS orders to nearly double over the next few years to about a quarter of all sales. "The cost of fulfillment for these companies is incredibly high," said Ant Duffin, a senior commerce analyst with the firm Gartner. That's where curbside pickup and BOPIS, or "buy online, pickup in store," come in, and the trend is expected to continue growing. But delivery is costly, and it's not sustainable for many brick-and-mortar retailers already operating on razor-thin margins unless they operate at the scale of Amazon or Walmart. COVID-19 meant shopping less in store and more online, with many consumers flocking to whatever store or website promise them cheap and fast last-mile delivery.
Among the shifts in shopping: the point of contact with retailers.
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