How to Stuff Stockings with a Supply Chain in Crisis
As we put Thanksgiving in the rear-view mirror, holiday advertising is now in full steam. Brands and retailers have been ramping up reminders about the next big day on our children’s calendars.
This year, they’re probably doing you a favor. Why? Global supply chains, which is something parents have traditionally never needed to worry about. These largely invisible chains that stretch across the globe are failing, and that’s affecting everything from Hot Wheels to hot cross buns.
While this is new for most of us, it’s a long time coming. For years, companies like Walmart and Amazon have relied on increasingly complex and intricate supply chains to bring us goods cheap. They typically found materials where they cost the least, put products together where it makes the most sense, and then put them on floating highways where they would eventually get to your home.
It all worked perfectly—until it didn’t.
Thanks to COVID-19 and resultant complications, most brands and retailers are simply not going to have enough products to go around this holiday season. Forget the Hatchimals and Beanie Babies—anything could sell out. So, if you want to make sure this year’s stockings are stuffed by Christmas, here are a few tips:
1 - Get a plan
Decide well in advance what you would like to get for each person on your holiday list. Then, designate alternatives in case your top choice is unavailable. And if you find your alternate, purchase it now rather than waiting for later. You can always return it if your top choice becomes available.
2 - shop early and often
Don’t waste another minute. Store shelves are doing well right now, but don’t expect that to last as the holidays approach. This is simply not the year to wait for sales.
3 - be flexible
In a normal holiday year, brands and retailers ship a certain percentage of goods to each store. This year, however, brands will be under a lot of stress trying to get goods to where people are buying them. It’s a good idea to check multiple retailers in hopes that something comes in. Also, be open to alternative brands. If your favorite is not available, maybe it’s a good day to try something new.
4 - think marathon, not sprint
If you’re like most of us, most holiday shopping occurs in a few frenzied bursts sometime after Thanksgiving. This year, you have to think of it in terms of a long, continual effort. Learn to love your daily troll through the biggest ecommerce sites.
5 - buyer beware
Unfortunately, as we’ve seen with the staggered rollout of the PlayStation 5, scalpers will try to snap up popular products and then sell them at a steep premium, which can also lead to fraud and counterfeit selling. Purchase only from retailers and online retailers you trust. It’s much better to find an alternative gift rather than get scammed.
Above all, don’t stress—yet. If you are well organized and flexible, you can have a terrific holiday this year. By some estimates, roughly 80% of the normal amount of goods will come through. There should be something for you out there, and there’s no reason for that Christmas tree to look bare on the morning of the 25th. The supply chain may be a bit of a grinch this year, but remember that, in the end, the Grinch also delivered.
