I’m knocking on a bit in years now but I have such a clear memory of visiting my granny in Springburn and my mum taking me hand-in-hand to the shops. As a Fifer, she always said how friendly Glaswegians were, especially when they sold her stuff she didn’t realise she needed. I’m not quite sure how we would have handled the online shopping experience, nowadays so prevalent, but surely, by comparison, something of a solitary pursuit.
As a seasoned shopper, what’s it going to be? Black Friday, Cyber Monday, Amazon Prime Day? Or just nip to the shops as per normal, ignoring all the pressures via the internet to buy, buy and buy. Also, whisper it: festive-flavoured emails are already informing me that I should act now to get things wrapped up. It isn’t really the fault of hard-pressed retailers. They’re desperately going through the motions in their build-up to Black Friday occurring later this month on the 26th, fully aware of commercial disappointments over recent years, and so pinning their post-pandemic immediate future on Cyber Monday, three days later.
Charged, the retail website, reports that despite Covid, or rather due to it, the online counterpart to the high street has become the most successful digital sales day of the entire year. Forbes reports that Cyber Monday has gained unprecedented popularity in recent years as shoppers ‘stay away from the mall’ and concentrate their efforts on the internet. Individual spending in 2020 was a smidgen short of £250 each on discounted electrical goods. Salesforce reports sales totalled £6 billion, up 29% on the previous year.
However, that ‘real deal’ may not always be what it seems. Which? the consumer website, doesn’t mince its words. Shoppers are warned to avoid ‘unclear discounts’ and ‘near-on constant sales’ tricking them into thinking they’ve got a worthwhile deal. The site’s tablet and TV expert Martin Pratt says avoid cheap tablets – tablet quality and price go hand-in-hand, and more expensive tablets do better.
When deciding between a smartwatch or a fitness tracker, think about what features are really essential. Expert Rebecca Duff says that if you’re not too fussed about smart features – the weather, making contactless payments, receiving texts, social media – you’re probably better with a fitness tracker. Otherwise, it’s a smartwatch: more advanced and offering lots more functions but chunkier. Here, price tends to reflect features and appearance rather than performance. Throwing more money at such a purchase won’t necessarily mean it’s a good model.
High-end features do not guarantee a better television. Back to Martin Pratt: advanced HDR (Dolby Vision, HDR 10+) isn’t always used well, fancy screen types (QLED, NanoCell) aren’t always better than ordinary LCD. ‘Steer clear’ of store-brand TVs. They often have features that match the big brands but when we’ve tested them in our lab they haven’t been at the same standard. Cheap printers aren’t always that cheap. Some inkjet printers cost as much as £100 in ink while others, like laser and ink-tank printers, can cost a few pounds to print the same amount. Dehumidifier? Think about where you’re going to use it. Yes, it can effectively tackle condensation, damp and mould. However, if putting it in an unheated room, go for a desiccant model. They use an absorbent material which extracts water from the air like a sponge. A heated room? Go for a refrigerant model.
As for that Amazon Prime event mentioned earlier, apparently it will be an entire cyber week as the online retail giant plans to clean up on the shoppers’ front and, of course, discounts will be offered aplenty. Based on market forces and supply-and-demand and all that malarky, I guess it’s the wise punter who carefully studies all on offer. Yet, the customary early doors queueing outside the likes of Primark and John Lewis will still happen. Old high street habits die hard and perhaps, in a way, that is a good thing.
Silicon Valley tech survivor Yahoo checked-in with Scots consumers in a UK-wide survey to gain insight into current thoughts about ‘the sales’. 41% preferred to have the choice of a mix of online and in-store shopping – up from 27% last year. Over half of 16-24-year-olds reveal that social media advertising is influencing their buying considerations. Significantly, an overwhelming 79% are conscious of increased packaging waste involved in online purchases. Neary half are concerned about supply chain shortages.
Yahoo’s Josh Partridge, managing director and VP UK and co-head of EMEA, emphasises that as we approach one of the busiest shopping periods of the year, it’s ‘critical’ for marketers and brands to reflect on how they can respond to such anxieties. Those who do will build not only shopper confidence but loyalty in the long-term.
Online shopping has its advantages, especially given the vagaries of our weather at this time of the year. However, buying that special product might be threatened by shipping problems and delays, a risk of scams and fraud, not receiving exactly what you expect, and complicated returns procedures. And then there’s spending too much time on the internet. There remains a wee bit of magic associated with actually getting off the sofa and going into town to dawdle around the shops, seeing something you like and taking it home, as we’re, hopefully, at the backend of this lingering pandemic.
Former Reuters, Sunday Times, The Scotsman and Glasgow Herald business and finance correspondent, Bill Magee is a columnist writing tech-based articles for Daily Business, Institute of Directors, Edinburgh Chamber and occasionally The Times’ ‘Thunderer’
By Bill Magee | 10 November 2021