What would happen if stores opened on Christmas Day?
Through a special arrangement, what follows is a summary of an article from COLLOQUY, provider of loyalty-marketing publishing, education and research since 1990.
Why wait until Dec. 26? Throwing the doors open on Christmas Day for returns and sales appears to be the message to retailers, particularly from Millennials.
When LoyaltyOne Consulting asked 1,267 American consumers nationwide in November what they would do if retailers opened for business at 6 p.m. on Christmas, 18 percent of general population respondents (age 18 to 65 and older) said they would take advantage of the extra time to shop.
Among younger Millennials (age 18-24), 30 percent said they would shop on Christmas. Among older millennials (age 25-34), 27 percent said they would leave hearth and home on Dec. 25 to head for the mall.
Conversely, 24 percent of the general population said they would not shop on Christmas, and would be less likely to shop in the future at a store open on Christmas, or recommend such a store to friends and family.
Moreover, 58 percent of the general population said simply that they would never shop on Christmas. The never-shop-on-Christmas score for young Millennials (age 18-24) fell to 53 percent; for older Millennials (age 25-34), it was 52 percent.
While consumers appear divided on the shop-on-Christmas issue, other answers indicated that some may be open to a day during a holiday when there was less hustle and bustle:
- Ninety-four percent of all shoppers surveyed said they expect retailers to take extra measures to keep checkout lines moving during the holiday rush;
- Eighty percent of shoppers said they blame the retailer if they have to wait because of another customer’s coupons, returns or customer service problems — except in the Millennial demographic, where four out of ten said they resent the other customer, not the store, for making them wait;
- Eighty-nine percent of all shoppers said they expect retailers to take extra measures to keep departments orderly, despite the busy season;
- When asked why they avoided stores completely during the holiday season, 36 percent of shoppers said their primary reason is waiting too long at the checkout.
Do you expect to see openings on Christmas in the future? Will consumers eventually opt for the convenience of accomplishing returns and exchanges on Christmas night?