Besides the obvious physical interaction, one of the things that sets shopping in a bricks-and-mortar store apart from shopping online is the experience created by the retailer.
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As Northern Tasmanian retailers approach their busiest time of the year, Christmas sales projections point to a profitable festive season ahead – especially for those who makes their customer’s shopping experience more personal.
The National Retail Association predicts Tasmanian shoppers will spend $990 million during the Christmas trade period (second half of November and all of December).
This figure is up 5 per cent on the state’s 2017 total spend of $942.8 million, putting the Tasmanian forecast in the middle of projected spend around Australia, association chief executive Dominique Lamb said.
“The NRA is forecasting $50 billion in nationwide retail sales throughout the entire Christmas trade period,” Ms Lamb said.
“Personalisation will continue to be a major feature during the 2018 Christmas period. Shoppers are now placing a far higher premium on experiential shopping than simply the physical items they purchase.”
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Launceston Chamber of Commerce chief executive Neil Grose said the National Retail Association figures reflected the ongoing trend of good economic news in Tasmania.
“Several retailers are reporting higher trade than for the comparable period last year,” Mr Grose said.
“While online shopping is always a strong competitor to retail at any level, local retailers that offer good service and an immediacy of purchase will always do well.”
Retailers in the CBD have already noticed trade picking up as shoppers start on their Christmas lists, with regular customers returning for favourite products.
Petrarch’s Bookshop manager Marcus Durkin said Christmas started in October and would continue to build “until it gets really hectic by the start of December”.
“When you’re busy it’s a vote of confidence in you and we appreciate the support that comes over the counter,” Mr Durkin said.
Across the road, Avenue Records owner Callum Nobes is experiencing positive Christmas trade this year after the business moved in October 2017.
“We’ve probably noticed a real shift in the past two weeks; we’ve really picked up,” Mr Nobes said.
Gourlays manager Steph Bowden said the sweet store in the Quadrant Mall was expecting a rush on festive chocolate sales in December.
“Easter is busy for us, but Christmas is more spread out across the three weeks of December,” Ms Bowden said.
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