Guest Post: In-store shopping still matters this holiday season

Kelli Hollinger, Texas A&M University

It surprises most millennials to learn that only about 10 percent of all retail purchases are actually made online. Each semester, when I ask hundreds of undergraduate business students to estimate, they consistently guess that between a quarter and half of all retail spending happens on the internet. But this holiday shopping season, as ever in the past, the overwhelming majority of purchases will still happen within four physical walls of a store.

This should encourage the thousands of retailers anchored in strip malls, lifestyle centers and mixed use developments. The National Retail Federation expects holiday retail sales – not counting car, gas and restaurant purchases – in November and December this year to increase up to 4 percent over last year, to as much as US$682 billion.

Stores will need the money in order to avoid being added to 2017’s record-breaking roster of retail bankruptcies, store closures and layoffs, which included landmark brands like Toys R Us and RadioShack.

A reason to visit

Traditional retailers must give consumers good reasons to visit their stores, beyond product selection and good value. Joe Pine and James Gilmore’s 1999 book “The Experience Economy” foretold how savvy companies, like Apple and American Girl, excel by staging compelling experiences that teach, entertain or inspire customers.

The main asset of a physical store in a digital world is human staffing. Even if a shopper doesn’t want help, a smile acknowledging his or her presence encourages connection. Front-line employees can ask customers about their kids, in-laws or Thanksgiving meal planning. That can lead to an authentic personal connection through which employees can discover a shopper’s unique wants and respond with products on the shelves, or ordered and shipped for free to the customer’s home. An in-person encounter can become a seamless blend of the online and physical worlds.

Even Walmart, America’s largest retailer, is moving to a more experiential model. In hopes of boosting sales, its 4,700 stores will host 20,000 parties with Santa before the New Year. Customers will be able to take pictures, test out toys and get tots excited.

The company has another advantage over online sellers, too: nine in 10 Americans live within 15 minutes of a Walmart store. A thousand Walmarts now let customers drive up to the storefront to pick up online grocery orders the same day they’re purchased, at no additional charge. That rivals Amazon’s Fresh grocery service, which comes at an extra cost and often doesn’t deliver until the next day.

Emotional connection in a digital age

Holiday shoppers (c) Rick Sincere 2013

Beyond face-to-face service, successful companies today must develop a deeper connection with their customers, whether online or off. Store-based retailers can show their values in ways that at times can take on a very personal meaning for shoppers and store owners alike. I have been a loyal customer of Gallery Furniture in Houston for years. Owner Jim McIngvale, known as “Mattress Mack,” is a marketing maverick known for his decades of zany TV commercials pledging to “Save you money!”

After the devastation of Hurricane Harvey, he opened his stores to anyone in need of a place to stay. Some came by boat, with only the clothes they were wearing. McIngvale welcomed thousands of Houstonians to sleep on his inventory of mattresses. He sheltered, fed and prayed for flood victims.

On Halloween, McIngvale flew 50 first responders to Game 6 of the World Series in Los Angeles, giving those lucky Astros fans a once-in-a-lifetime experience and emotional lift in the wake of natural disaster.

Like other retailers gearing up for the holidays, Gallery Furniture is promoting “monster sales.” But with the floodwaters gone and the Astros crowned as baseball’s world champions, McIngvale’s community spirit seems to have positioned his chain as more than a brand, destination or store. Beyond capturing market share, Gallery Furniture may have an advantage in customer sentiment.

Best Buy is buzzing again

Community involvement isn’t the only way retailers can regain strength. National electronics chain Best Buy has ridden a roller coaster over the last 20 years: In 2004 it was recognized by Forbes magazine as “Company of the Year.” By 2012 it was dismissed as a real-world showroom for cheaper online retailers. In August 2017, though, its stock price hit an all-time high.

As Amazon grew, Best Buy defended itself, becoming a top 10 retailer in sales by matching competitors’ prices and investing in personal services like Geek Squad. The company also trained workers to help customers understand technology: Product descriptions can list a camera’s functions, but a knowledgeable employee can explain how it works with lenses, editing software or with other devices. That allows the company to take advantage of the ever-increasing number of tech-connected items in smart homes, from Nest thermostats to 4K TVs – which require more instruction to set up and operate than their analog predecessors.

In the face of online competition, brick-and-mortar retailers must give consumers unique in-store experiences that build emotional connections with shoppers. Black Friday promos on toasters or iPads won’t cut it. They have to provide heartfelt feelings like surprise, delight and excitement – and actual help and useful advice. Shopping on a couch via a mobile app is efficient, but a store can be magical and memory-making.

Kelli Hollinger, Director, Center for Retailing Studies; Lecturer of Marketing, Texas A&M University

This article was originally published on The Conversation. Read the original article.

'How Many Shopping Days Until Christmas?'

If you landed here because you asked your search engine, "How many shopping days until Christmas?," the answer as this went to press was "27."  If you've landed here after November 27, you can check out this handy countdown clock to find out the accurate answer.

The reason for the headline is more to explore the origin of the phrase "only x shopping days until Christmas."

The conventional story of the origin of "shopping days until Christmas" is that the phrase was coined by Wisconsin-born retailer Harry Gordon Selfridge, founder of Selfridge and Company in Oxford Street (London).  There is renewed interest in Selfridge's life and work due to a popular British TV series about him, starring Jeremy Piven, that has also been broadcast on public television in the United States.

It is clear from both factual and fictionalized portrayals of Selfridge that he was an innovative merchant, but research I have done suggests that he is unlikely to have been the coiner of the now-ubiquitous countdown phrase.

According to Selfridge's Wikipedia entry, which lacks a citation for the point,

While at Marshall Field, Selfridge was the first to promote Christmas sales with the phrase "Only _____ Shopping Days Until Christmas", a catchphrase that was quickly picked up by retailers in other markets. Either he or Marshall Field is also credited with popularizing the phrase "The customer is always right."

The UK-based web site "The Phrase Finder," citing the Encyclopedia of Word and Phrase Origins, repeats the same information:

American retailer H. Gordon Selfridge (1856-1947) coined this expression - " __ shopping days until Christmas" while working for Marshall Field & Co. in Chicago. Later he coined the slogan "the customer is always right" when he opened Selfridge's in London.

An Australian web site, WordBooks.com.au, acknowledges that Selfridge may have heard the phrase somewhere else before he used it in marketing his own store's products. Writer Michelle Holland cites another book (Who Said That First?, by Max Cryer) as her source:

The idea of reminding people how much shopping time is left before Christmas is not new. On 19 December 1900 the Los Angeles Times displayed a reminder: ‘There are only (counting today) five more shopping days till Christmas.’ Four days later the Washington Post took up the cry: ‘Only one more shopping day until Christmas.’

At the time Gordon Selfridge was working with Marshall Field and Company in Chicago. He may have picked up the idea from the newspapers mentioned, but certainly he soon instructed his staff to drive the same slogan, which put a real sense of urgency into the shopping lead-up to Christmas. Before long it was used worldwide.

A careful search on NewspaperArchive.com turns up several uses of the phrase several years before the 1900 citations from the Los Angeles Times and Washington Post. The earliest usage I can find was in 1891 but it was frequently used in the 1890s in locations as various as Boston and Cedar Rapids and in various small towns in the Midwest (Oshkosh, Wisconsin, and Mansfield, Ohio, for instance).

The earliest example I can find from Gordon Selfridge himself comes from 1909, the first Christmas season that Selfridges was open:

London Standard, December 16, 1909

Yet I was not able to find any uses of the phrase in Chicago newspapers during the time that Selfridge worked for Marshall Field. The earliest instance appears to be from the front page of the Chicago Heights Star on December 17, 1908 -- about two years after Selfridge had moved to London to build his own department store.

Chicago Heights Star, December 17, 1908

One Illinois newspaper used the phrase in 1897 -- but that was in Jacksonville, a central Illinois city some 235 miles southwest of Chicago and unlikely to be familiar to Selfridge.

Jacksonville (Ill.) Daily Journal, December 8, 1897

Four years earlier, a Massachusetts merchant, Hollander Bradshaw Folsom, used the phrase in a large advertisement for a variety of products it had on offer:

Boston Sunday Post, December 10, 1893

That Boston Sunday Post advertisement may be the first time the phrase "only __ shopping days before Christmas" appeared in print.

Two years before that, the same retailer posted this reminder in the Boston Globe: "NOTICE--Please bear in mind that only 16 SHOPPING DAYS now intervene to Christmas, and that during the last ten days all of our floors are jammed."

Boston Sunday Globe, December 6, 1891

I believe that Boston Sunday Globe ad is the earliest use in print of anything close to "shopping days until Christmas," although it is expressed in more flowery language.

In 1894, the Herms Dry Goods Company advertised in the Portsmouth (Ohio) Daily Times, admonishing readers to "Do Your Xmas Shopping Now" because there were "Only 18 Shopping Days Before Christmas."

The Daily Times (Portsmouth, Ohio), December 4, 1894

On the same page in that same newspaper was the beginning of the serialization of Stephen Crane's novel, The Red Badge of Courage, up to chapter III. The Daily Times was one of 200 small town dailies that serialized Crane's story that month and helped establish his fame as a writer. Now a high-school lit-class staple, The Red Badge of Courage wasn't published in book form until the following year. (Charlottesville connection: Crane's handwritten manuscript is preserved in the Albert and Shirley Small Special Collections Library at the University of Virginia.)

Advertising in the Boston Sunday Globe in 1895, Jordan, Marsh, & Co. claimed to have "the Grandest Aggregation of Holiday Goods in New England" and reminded readers there were "Only 8 More Shopping Days Before Christmas":

Boston Sunday Globe, December 15, 1895

By the turn of the century, the phrase was ubiquitous. Here are some examples:

The Daily Northwestern (Oshkosh, Wisc.), December 11, 1899

Mansfield (Ohio) News, December 12, 1899

Cedar Rapids (Iowa) Republican, December 23, 1900

Washington Post, November 27, 1904

That last example, published exactly 110 years ago today, is puzzling in that it warns about "only 24 shopping days until Christmas," when it should be 27 days.  The advertiser, Galt & Bro. Jewelers, was at one time the oldest continuously operating business in Washington, D.C.  It closed in March 2001 after nearly two centuries of operation.  It was once managed by Edith Galt, who became the second Mrs. Woodrow Wilson and effectively president after her husband's debilitating stroke.

To summarize:  The claim that Harry Gordon Selfridge coined the phrase "___ shopping days until Christmas" rests on flimsy ground.  Knowing that Selfridge was a notorious self-promoter, the assertion that he first used it while he was at Marshall Field & Co. in Chicago in the late 19th century may originate with him in one of his expansive chats with journalists (like this 1932 interview with The Milwaukee Journal, in which he lays claim to "the customer is always right").

The earliest near-usage I was able to find was in the Boston Globe in 1891.  (I searched as far back as 1860.)  The earliest precise phrasing I found was two years later, in the Boston Sunday Post. The phrase became common in the 1890s in New England and the Midwest but I found no evidence of Selfridge using it before 1909, even in Chicago newspapers that would have published ads for Marshall Field. That doesn't mean no evidence exists -- just that I could not find it.  If anyone can find an earlier usage attributed to Selfridge, I welcome feedback.