We All Deserve a Shot in the Arm—Let’s Get It Done In ’21.

As we enter 2021, we are full of hope. Shots in the arm to protect us from the pandemic should also provide a shot in the arm for retail, empowering customers to return to stores and restaurants. I know that I am struggling with COVID fatigue and cannot wait to pull my mask off to shop and socialize. Still, I find myself grateful for what I have and what I have learned over the last 9-months.

First I learned patience. For anyone who knows me, that is not my best virtue; however, I didn’t have a choice. We have to be patient with the process and not hurry; the pandemic is the boss of us right now.

And for all the struggle our retailers have been through, there are a few silver linings. Our grocery stores are on fire. And at home, people are learning to cook, decorate, garden and knit. The simple life is back.

The market for upscale, trophy hand bags and shoulder bags has never been better. Louis Vuitton raised prices during the pandemic, and business is better than ever--women can’t get enough of them. Both Chanel and Hermes’ followed in LV’s footsteps, and the lines are longer than ever to get inside their stores. As we grew out of our pants, we pushed the purchase button at Lululemon. Lulu had a line at the door every time they opened, as did Apple and Louis Vuitton. These stores had lines that exceeded a two hour wait. Who knew we would have to wait in line to purchase a $2,000 dollar Neverfull? With those prices you would think salesclerks would bring it to you in line to purchase. But pandemic protocols changed so that stores sent salesclerks out to where you stood in line to help you shop on your smart phone in order to speed up your transaction once inside the store. You may be buying luxury—but do not expect to be treated any better than if you were at Macy’s. Somethings gotta give.

Air Jordans also took off like wildfire and sold out once the documentary The Last Dance dropped in April. Sales are still on backorder. And though movie theaters are struggling to comeback from this pandemic, streaming services are thriving as so many are snuggling up in front of their Smart TV. Most of us celebrated the holidays with a curbside pick-up order and a movie. Home entertainment systems were big winners with surround sound installation, Smart TV purchases, streaming movies and more. With the California stay-at-home order, I committed to more drinking and more screen time.

Bike sales soared during the spring when the pandemic broke out. I bought four electric bikes so that I could leave two at the office and take two home for friends and family to ride the trails around each location. Like most people, I was eager to do anything to be outside and stay safe while exploring the outdoors. Golf sales were also up, and the love of the game is now increasing with a younger demographic picking up clubs to participate in a COVID safe activity.

Of course plastic companies were another winner, quickly stopping the production of clam shells for the plastic iceberg to begin huge production for shields, distance separators and all things PPE.

I appreciate how restaurants taught everyone how to use QR-Codes; this helped us save thousands of trees. My agency has been trying to do away with paper for years, and now that we all know how to use the codes, we no longer need to print directories, or maps or event specials. Once the restaurants insisted customers order from cell phones, everyone, even my tech-tard parents, came aboard the QR-train.

The Shop Local campaign gained traction with neighborhoods, with locals realizing without their support, small community shops may close. We had to learn to go back to basics and support local restaurants and retail. CMA has been preaching Shop Local for over five years, and this pandemic helped us get that message out and be clear about what will happen if we all don’t change our habits.

As I reflect on 2020, there were many success stories to be shared that are positive and helped me. Innovation, Reinvention, and Reincarnation: I focused on these three things to get my small agency to examine everything we did.

The virus slowed us down, kept us at home with family, taught us all to be patient and enjoy the things in life that are important. Fossil fuel emissions went down by 17% and nature started to revitalize. If the Earth can heal itself, we too can heal, and survive and get it done in 2021.

“ If the Earth can heal itself, we too can heal, and survive and get it done in 2021.”

Source: ICSC, Wall Street Journal