As the last sparkler fizzled out on Guy Fawkes night, it seemed that Christmas lights were automatically switched on across the country.
Each year, it feels that the festive season begins earlier and earlier, however with everyone having faced another challenging 12 months, it is perhaps understandable that the general public are keen to bring on the Christmas cheer.
Big brands certainly fast tracked their festive adverts and marketing compared to previous years and with only four weeks to go, retailers are hoping to double their efforts and sales this year as consumers look forward to a ‘real’ Christmas spent with more family and friends. Quite simply, many of us looking to ‘make up’ for last year’s efforts.
Every year, I enjoy the battle of the brands as each big retailer unveils their Christmas advert in the hope of becoming the nations favourite. Supermarkets and retailers such as Marks & Spencer’s and John Lewis are traditionally the top players in the annual ad fest, going big with budgets to match in the hope of winning the over public and being crowned ad of the year.
It may just seem like a silly festive fight between sellers, but it’s more important now than it has been before. Companies need to increase brand awareness and drive people in their droves to stores or websites this festive season in order to make up for lost profits due to the pandemic.
With the majority of brands having already released their Christmas adverts, industry magazine, The Grocer, has done the hard work for us and compared each one to reveal their opinions on the best and worst of the year.
Surprisingly, a stalwart of Christmas, John Lewis, has been voted the worst of the adverts this year with their story of the boy and the alien just not hitting the mark.
The Grocer’s panel, consisting of marketing and PR experts, branded the advert ‘flat’ and unlikely to make customers consider shopping instore or online.
If you’ve not seen the ad – you must be the only person in Scotland not to have seen it – but like myself, you may very well agree. The concept was poor and unlike previous ads, it just didn’t convey the emotion like you’d expect.
Instead, Amazon scooped the top spot thanks to its focus on loneliness and anxiety in an unusual reverse form, where an elderly neighbour gifts their younger neighbour. The different take on the festive season gained them a lot of kudos from amongst the experts.
However, despite the festive ads being a highlight of the season, it is important to remember that these brands are huge companies who have the money to invest millions into creative advertising.
Yes, we should be encouraging everyone to spend at Christmas in order to invest in the economy, but we should also be focusing on the smaller, local brands who need our business more.
These local companies or high street stores don’t have the finance to spend on advertising or marketing, many simply reply on good old-fashioned word-of-mouth or social media.
In Scotland, we have a diverse range of local businesses who this year will be relying on a busy December just to keep them afloat through to 2022.
Why not think about them when purchasing your Christmas gifts for your family and friends? There are some amazing Scottish brands out there that you might not even be aware of.
It may not be possible to buy everything you need from a local supplier, and I’m not suggesting that you shouldn’t shop at a supermarket, but supporting local could make a real difference.
This year I’ll be shopping at my neighbourhood butchers, florist and restaurants for example, to help the local economy, community and of course, support jobs.
It’s been an incredibly hard year with retailers battling the cause and effect of the pandemic, however it is well known that the final two months of the year usually accounts for a fifth of annual retail spend for a small retailer.
If you’ve not seen the big brands festive takes on Christmas yet then I recommend you go do so, however do remember that there are local brands who would be delighted with your custom and who need it this year more than ever.
Business Rates and Budget Hopes for Scottish Retailers
It is fair to say that Scottish businesses have been operating under tough trading conditions for the last 20 months.
What’s more, retailers and trade unions argue that the retail industry is still ‘struggling in the shadow’ of Covid.
Representatives from the Scottish Retail Consortium say its members have not fully recovered from the various enforced lockdowns, with footfall and sales figures hovering around 80 to 85 per cent of the pre-pandemic level.
Last February, Finance Secretary Kate Forbes announced that Scottish retail, hospitality, leisure and aviation businesses would not have to pay business rates throughout this current 2021-2022 financial year.
Last week more than a dozen business organisations called on the Scottish Government to extend the business rate discount for all shops into the next financial year too.
The retail industry in Scotland employs 230,000 people and usually accounts for more than a fifth of business rates, so it could be a commitment Holyrood simply cannot afford. We will just have to wait and see what is announced in the Scottish Budget on 9 December.
I’ve no doubt many businesses across Scotland will be hoping for a similar commitment as seen in the Budget south of the border, where Rishi Sunak announced 50 per cent business rates discount for the retail, hospitality and leisure sector from 2022-2023 in a tax cut worth £1.7 billion.
Jobs and businesses throughout Scotland’s retail sector should be supported. Our high streets and the communities they serve are so vitally important not only for the economy, but for our sense of place and belonging.
A friendly face in a local shop is certainly a more appealing prospect for me than more time staring at a screen.
It Made Me Laugh
I’m all for mixing up your fitness routine to keep both your mind and body in as good health as possible.
I did have to laugh however when I spotted images of the latest fitness craze being adopted in gyms across Glasgow.
East Renfrewshire Council and Leisure is launching FloatFit HIIT, with the unusual half hour classes seeing attendees attempt a high intensity workout on water using floating exercise mats.
Apparently, the energetic classes offer a full body workout, incorporating strength, endurance and balance.
We all thought walking on water was impossible, never mind squats and lunges, so I’m sure those taking part in their first few sessions will probably spend more time in the water, rather on top of it.
I think I’ll keep the treadmill for now and leave the aquatic aerobics to the swimmers.
It Made Me Weep
It was sad to read about a grandad having his Christmas savings stolen after falling victim to vicious WhatsApp scammers.
The 75-year-old had managed to save £1,550 to spend on Christmas presents for his family before having the money swiped by a ‘friend in need’ scam.
The nasty scammers impersonated his granddaughter asking for help to pay for a private medical procedure, with the confused elderly gent transferring his cash unwittingly to the criminals’ account.
After the cash had changed hands, the grandad managed to get a hold of his granddaughter and then realised he had been duped.
His bank is now refusing to refund him as the payment was made on his request.
These con-artists are getting quite clever and are fooling people out of their hard-earned cash.
Remind any vulnerable people in your life to be cautious this Christmas of any friends contacting out the blue for financial help.
