With the cancel culture around Black Friday, and with nearly half of shoppers saying they’d already dipped into pre-Thanksgiving deals this year, the road ahead for retail looks set to have a lot of twists and turns. Independent retailers are choosing to donate profits to charity or plant trees, and are boycotting what they say is a wasteful season by launching opposing offers and initiatives. Finisterre launched a philanthropic foundation which it fundraised for over Cyber Weekend instead of offering discounts, and Vivobarefoot put out an anti-Black Friday message encouraging customers to buy secondhand through its resale platform ReVivo.

But what does this mean for the future of retail, as the aftershock of the pandemic forces uneven recovery and a logistical nightmare for brands and businesses? And how will a metaverse mindset, coupled with the pent-up demand for newness and social shopping translate into IRL experiences? Here at Canvas8 we've dug deep to try and figure out what the future of retail looks like next year and beyond.

Technology shapes retail experiences
People want to shop safely this festive season
As technology bridges the gap between e-commerce and brick-and-mortar stores, it's able to help brands and businesses deliver convenient and safe ways to shop as COVID-19 led people to seek out touch-free experiences. But can new technologies, such as augmented reality, fit in with the changing retail landscape? With a futuristic vision in mind, 51% of global consumers were open to using AR to assess new products. The pandemic saw powerful changes in digitally-led modes of living, from Zoom meetings for work to telehealth check-ups; this behavioural shift cemented habits we predict will stick around for the foreseeable future. With Christmas being a make or break season for many retailers, this could have implications as people may be tempted to stick to online shopping amid pandemic uncertainty. As tech revolutionises the way we shop, there's huge potential for brands to explore meaningful ways to connect with consumers in a time of constant upheaval - both virtually and IRL.

Local first mindsets
People are connecting with businesses by shopping locally
Consumers have been urged to support local businesses as 'Black Friday is the Grinch that stole Christmas for small retailers'. As people adopt local-first mindsets and connect with businesses that place value in their community, brands that reflect a sense of neighbourhood appeal are becoming invaluable. Over the course of the past year we've learnt that localisation can be a marker for success as shoppers are eager to connect with brands on a deeper level. Will the pandemic have a lasting impact on where people choose to shop? And will the focus steer away from household names to independents that keep their community front and centre? By adopting a neighbourhood-centric approach, brands can reach hyper-local audiences that prioritise where something is from over what they buy. It is estimated that 78% of purchases globally will still be made in physical locations by 2024, so by reflecting the culture and community of a surrounding area, brands that have impactful community credentials have the potential to create a dedicated following that lasts for years.

Retail escapism for sensorial shoppers
People want immersive, in-person experiences post-pandemic
Immersive in-person shopping can help businesses form strong relationships with consumers by allowing them to become part of a new brand experience. With Gucci Circolo Shoreditch delivering an experiential space that offers a fresh insight into house codes, the cultural buzz generated has Gucci’s dedicated following excited to shop IRL again. Does the wider trend of event retail and immersive storytelling signal the future of retail experiences? As people look to dive in and form strong connections with their favourite brands, multisensory experiences provide the perfect place where shoppers can creatively engage. Around 85% of people enjoy when traditional brands go in unexpected creative directions - showing the brand opportunity for post-pandemic spaces that deliver an emotive experience.

Omnichannel retail
People seek seamless URL and IRL platforms
With nearly two-thirds (64%) of UK adults saying they’ll continue to shop online even after the pandemic, it seems this shift towards e-commerce will continue. Because of this, we're seeing a lot of innovation, and a lot of change, across the digital retail landscape. But with so much shopping happening online, brands that have a physical presence are the ones that stand out. The consumer desire to reconnect matches with a huge amount of physical retail excitement, but brands should also think about the hesitant shoppers who aren't quite ready to brave brick-and-mortar locations just yet. Could omnichannel retail be the answer? People expect retailers to adopt an omnichannel strategy, with URL and IRL platforms becoming one and the same. A seamless shopping experience that blends physical and digital retail can leverage the best qualities of both formats to ensure optimum brand success.

Intentional and sustainable purchasing
People are shopping eco-consciously
For Black Friday, Christopher Raeburn disbaled their online shop and allowed their Marshall Street store to be taken over by RESPONSIBLE — a newly launched second life clothing platform. Ethical clothing brand Pangaia asked people to pause and think before clicking buy, in a bid to design an earth positive future together with consumers. In contrast, fast fashion brand Pretty Little Thing announced its Black Friday celebrations with 100% off sale - but at what cost? For a brand to be able to give away their stock, such a trade-off has to come with an environmental and ethical price tag. As some brands show ethical and eco-savvy values are just as important as the actual product, shoppers are making intentional purchases and are re-considering their buying habits. In a culture of overconsumption and disposability new attitudes towards retail are creating opportunities for brands to explore reselling, renting and refurbishing, as a more cynical eye is cast on consumerism. By thinking about the lasting impact their products have on the planet, brands can win lasting consumer trust by showing they care about the world we live in.

In the run up to the holiday season companies bombard our inboxes with marketing emails, our social media feeds are filled with deals and special promotions, and sale signs litter the windows of high-street stores. But with the pandemic putting a halt to the usual Black Friday frenzy that would see customers queuing round the block, will we see Christmas-spirited revenge shopping or are people now more cautious with their money?

Co-op and ITV ran the first live Christmas ad from a UK grocer, with Co-ops conversation levels up 46% and reach on both Facebook and Instagram up 300%. In the US Kohl’s continued their emotive storytelling narrative with their Christmas campaign about a family coming together for the holidays, and in Norway the Norweigan postal service showed Santa Claus in a gay relationship which has since been been praised as powerful and progressive. Are people feeling the seasonal cheer after all?

Eco-conscious behaviours are seeing growth as people recognise their seasonal shopping hysteria isn't good for the planet, and with brands joining in to rebrand Black Friday to ‘Blue Friday’ or ‘Green Friday’ retailers are realising shoppers' attitudes are changing. With people making more considerate purchases, and with supply chain shortages causing possible delays to holiday shipments, how can brands turn around a lacklustre shopping season and do sales in a time of sustainability? As the economy attempts to bounce back from the pandemic, this shopping season may influence how brands and businesses operate well into 2022.

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