October 26, 2020

What is Selling?

COVID is changing what sells.

Just a cursory view of merchandise division and/or category level data will show you that fact. It's common to see some categories selling 2x as much as in 2019, while other categories are selling less than last year.

Be VERY CAREFUL when interpreting this information. You might be able to ride these trends out well into 2021. Long-term, customer behavior is likely to change ... not going back to 2019 behaviors but will be fundamentally different.

It's common here in 2020 to see long-term winning items perform extremely well. Do not be convinced that this trend will continue and as a consequence you de-emphasize new merchandise. You're gonna need new merchandise to do well today so that you have something to sell in 2022 and 2023.

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