holidays run on retail

In partnership with

good mornin' merry makers,

first things first: thank you to everyone who’s shown love & support for the next 100 newsletters of merry makery. i’m genuinely so touched by every dollar 🥹 

this time of year always gets me in my feelings

especially when i walk into a store during the holidays. there’s a certain magic in the air, a kind of anticipation that reminds me of my nutcracker ballet days. the pre-show butterflies, the hush before the curtains rise, that feeling that something truly special is about to unfold (that is if the crowds aren’t already swarming)

retail's peak shopping season is the greatest show.

it’s a work of art (& science) that rivals any ballet in its precision, grace, & ability to create pure magic for audiences all over the world.

a lot of work goes into this production.

so today we're exploring this spectacular show through the lens of my profiTABLE framework — peeking behind the curtain at the products that are meticulously merchandised, the places transformed into magical stages, the precise processes keeping everything on cue, & most importantly, the people who make the whole thing possible.

no cyber monday spam here.

just a call to appreciation as we enter peak holiday season!

shocking store stats

let’s start with some store stats that'll make your head spin:

• the holiday season (just november & december!) makes up 20% of ALL retail sales for the entire year. some sectors like toys hit 35% of their annual sales in this short window (!!!).

• every year the number of days between thanksgiving & christmas changes. the shortest is 26 days, the longest is 32 days. this year it’s 27 days. my fellow finance forecasters know that the number of weekend days varies too 😳

• of those 27 days in 2024, 10 days account from 30-40% of all holiday traffic, with black friday & super saturday at the top.

• in the us, last year's holiday shopping symphony conducted a whopping $956B in sales, projected to be +$980B this year. getting close to $1T!

• despite the digital revolution, nearly half of holiday shoppers plan to shop in stores this year, returning to pre-pandemic levels.

• 1 in 3 of all first jobs were in retail. which means a third of us know exactly what’s going down this season. hopefully, we’ve still got the empathy to match.

now time for ❄️ the profiTABLE production: holiday edition ❄️ 

products :: props

black friday doorbusters create opening night excitement. limited-time deals spark urgency like final performance notices. at sephora the holiday exclusives become star attractions that won't be seen again for another year or maybe ever…

those perfectly curated gift tables?

that's retail choreography at its finest.

every product placed with intention, every "% off" sign strategically positioned, every display designed to tell a story to encourage a sale to buy something for them AND for you.

or in the case of lego to gift the superpower of play.

places :: stage

stores & shopping centers transform into winter wonderlands this time of year.

santa's workshop springs to life complete with photo ops & elves. garlands & twinkling lights deck the halls. the scent of cinnamon & pine weaves through the air while holiday music creates the score for this retail ballet.

@ the dallas galleria, you’re greeted by 95 ft christmas tree, the largest in the us.

classic texas for ya.

inside stores, stockrooms become wings, break rooms transform into cozy hideaways, & wrapping stations turn into grand finale platforms.

some even sweet-treating you to candy canes & hot coco.

every space designed to guide you through a carefully crafted journey.

processes :: behind the scenes

behind every graceful retail performance lies an intricate production schedule both in store & in corporate. an example includes all that went into to designing, making, installing, & maintaining bergdorf’s holiday windows.

this year they’re “toasting the town” specifically 5th avenue’s 200th anniversary but they should also be toasting what’s happening inside:

• dawn delivery duet (store teams + the shipping gods.)

• rush hour traffic control (managing stroller moms + stressed dads like a pro.)

• stockroom tetris (stacking boxes in 4D. no room? no problem.)

• code words for chaos (“the eagle has landed” = district manager’s here.)

• snacks = sanity (peppermint bark for the soul, string cheese for stamina.)

• daily peptalks (tasks, training, & targets oh my!)

• floor sets = improv (holiday sweaters today, who knows tomorrow.)

• gift wrap olympics (precision, speed, and existential ribbon crises.)

it's all carefully conducted like a complex ballet, where timing is everything & everyone needs to hit their mark.

people :: true stars of the show

at last we come to the heart of holiday retail.

the incredible performers who make it all possible.

they're working overnight like stage crew prepping for opening night, organizing stockrooms like costume departments managing tutus, & coordinating deliveries like stage managers running tech.

veteran employees become artistic directors, guiding newcomers through their first holiday performance. security teams conduct crowd flow like expert choreographers. store managers orchestrate it all with the precision of tchaikovsky.

what makes it even more impressive?

they're creating magic for others while missing time with their own families. staying patient & kind even when faced with the occasional grinch or scrooge.

keeping spirits bright despite their own holiday stress.

call to appreciation

so this holiday season, let's be extra gracious to everyone, especially in retail.

a smile, a thank you, a moment of patience when lines are long — these small kindnesses are like roses thrown on stage after a beautiful performance. & if you really wanna make their quarter, fill out your post-purchase survey with 10/10 & a glowing review. you’ll likely be boosting their bonus or helping them win a contest!

holiday retail is a story about people coming together.

from center stage to the back row, we're all part of this grand production 👏✨

merry members only

brick-and-mortar stores aren’t just holiday movie backdrops—they’re the main character. the lights, the crowds, the magic?

all thanks to retail.

think you can name all the movies where retail moments make the magic? i’ve got the list — and trust me, you’ll want to check it (& watch it) twice. 🎄✨

p.s. if you’re feeling in the giving holiday spirit, i would so appreciate it if you clicked on this week’s merry partners, hubspot, podpitch, & synthflow 💛