How retailers exploit events to boost sales

Image by igorovsyannykov on pixababy.com under Creative Commons.

Gift giving during various events is a part of the human heritage.

Take Mother’s Day as an example. Gift giving during various events is a part of the human heritage and a universal act that has been practised in various societies worldwide (Sherry, 1983). As Anthropologist Terry Y. LeVine said: “It is a part of what it means to be human” and is an act of symbolic communication associated with an important event. Consumers are expected to spend big on every Mother’s Day, and retailers compete to take advantage of shoppers’ spending habits and drive sales on this day. It is very important for retailers to maintain a high level of creativity and innovation as the competition heats up to boost sales around the occasion. It is a special day, and consumers are looking to purchase something special. So, what retailers do to stand out in the market?

Image by Hans from pixababy.com under Creative Commons.

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