How Can Smaller Retailers Prepare for Black Friday & Christmas Holiday online shopping?

Updated: Oct 1, 2020

The coronavirus pandemic has changed the worldwide economy over the last six months and  will continue to have a substantial impact the foreseeable future.  How will this impact be felt during this years Black Friday & Christmas holiday season and how can smaller retailers prepare their approach for this prime shopping season to respond to changing customer trends? 

This blog will cover some of the key changes in recent customer behaviours and show you the most effective and cost-efficient ways to adapt your online sales strategy.


With an understandable reluctance to browse or window-shop as before, people are now searching online for days, sometimes weeks before making a final buying decision. Studies have shown that this 'consideration phase' averages 41 days. So how can you attract and convert potential customers during their research phase?