16 InsideOutdoor | SUMMER 2022 After a crazy couple of years of shutdowns, shortages and mounting inflation, there’s plenty of uncertainty as to where shoppers’ heads are at heading into back-to-school/ holiday 2022. It’s not that pundits and retail executives are worried. Most expect the full return to classrooms to spur small gains in BTS dollars this fall after the massive year-over-year growth in sales in 2021, while remaining pent-up demand to celebrate post-COVID will drive enough holiday spending, or “revenge buying.” eMarketer predicts an average, if not modest, 3.3 percent growth year-over-year in holiday spending following the double-digit growth experienced last year. What’s less clear heading into the big shopping seasons is how reactions to new realities along with the memories of recent pain points will impact shopping behavior this autumn and winter. In other words, “retailers need to prepare for the ‘next normal’ in holiday shopping and consumer expectations that are still changing,” said Rose Spicer, global head of retail marketing at Oracle. By Martin Vilaboy Shoppers face opposing pressures as they head into BTS, Holiday 2022 The Holiday Rush, or Wait In-Season
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